Influencer Marketing: A Comprehensive Review and Future Research Direction
South Asian Journal of Business and Management Cases
Published online on November 12, 2025
Abstract
South Asian Journal of Business and Management Cases, Volume 14, Issue 3, Page 284-310, December 2025.
This study presents a hybrid review of influencer marketing on social media by integrating bibliometric analysis with the theory–context–characteristics–methodology (TCCM) framework to map intellectual structures and propose future research directions. A ...
This study presents a hybrid review of influencer marketing on social media by integrating bibliometric analysis with the theory–context–characteristics–methodology (TCCM) framework to map intellectual structures and propose future research directions. A ...