Artificial intelligence in influencer marketing: Current researchscape, trends and insights from a bibliometric review
Artificial intelligence in influencer marketing: Current researchscape, trends and insights from a bibliometric review

Summary/Abstract: Research background: Recent years have introduced a tremendous growth in the applicationof artificial intelligence (AI). Many organizations use this technological development to en-hance operations and facilitate daily tasks. Influencer marketing is a field where the use of AIbecomes inevitable.Purpose of the article: The purpose of this paper is to analyze the current state of research onAI in influencer marketing and provide the core guidelines for further exploration of this field.Methods: Bibliometric analysis of scientific literature is performed based on an article selec-tion procedure encompassing steps indicated in the Preferred Reporting Items for SystematicReviews and Meta-Analyses (PRISMA) methodology. The Scopus database was chosen, as ithas the relatively widest coverage of the Social Sciences. The search using keywords “artificialintelligence” or “AI” and “influencer marketing” found 79 documents. Findings & value added: The field is rapidly evolving and attracting new researchers. Theemerging field of interest has attracted researchers from 28 countries so far, indicating that thedomain is still underexplored and requires contributions from scholars. The analysis revealedthe need for the clarification of terminology. The terms ‘AI influencer’, ‘AI-generated influenc-er’, ‘digital influencer’, and ‘virtual influencer’ were used to describe the same phenomenon.Emerging research trends were determined: AI influencer feature determination and analysis;consumer behavioral reactions towards the AI influencers; platforms, media, and networksused by AI influencers; marketing strategies to be used by AI influencers; and suitability andappropriateness of research methods in AI influencer marketing. The main contribution andvalue-added lie in the determination of underexplored scopes and implications for research-ers. The identified research trends would also serve as a checklist for managers choosing toapply an AI influencer in their marketing strategies: the choice of the most suitable platformand determination of the appropriate features of the influencer would set the background forstrategy selection and lead to the desired consumer reactions.

• Details
• Contents