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Mapping a Decade of Source Credibility Research in Influencer Marketing: A Bibliometric Review

Year 2025, Volume: 4 Issue: 1, 49 - 76, 30.06.2025

Yesevi Alperen Yasa , Beril Durmuş , Aypar Uslu

Abstract

The source credibility model is essential to understanding how influencers can be effectively utilized in marketing communications. Initially explored within the field of communication, the concept later became a crucial component of the celebrity endorsement literature. In recent years, with the rapid rise of influencer marketing, source credibility receives increasing attention from scholars in this domain. Despite this growing interest, there is a lack of a comprehensive literature review specifically examining how source credibility theory is applied within influencer marketing. Addressing this gap, the present study aims to explore the use of source credibility theory in influencer marketing through a comprehensive literature review supported by bibliometric analysis. To this end, articles indexed in Scopus are reviewed, and 162 eligible articles are identified and analyzed based on predetermined criteria using bibliometric methods. The findings reveal several key insights: the source credibility model is most frequently examined in conjunction with parasocial relationship theory. Among the model’s dimensions, trustworthiness, expertise, and attractiveness are the most commonly studied. Furthermore, the study identifies the leading authors and most-cited works in the field, highlights core research themes and trends, and presents a comprehensive discussion of the literature. This research offers a valuable resource for scholars by synthesizing the key contributions, summarizing influential studies, and identifying emerging topics that guide further investigations in the field.

Keywords

Kaynak Güvenilirliği Modeli Influencer Pazarlama Ünlü Onayı Bibliyometrik Analiz

Ethical Statement

Bu çalışma etik kurul raporu gerektirmemektedir. Yazarlar çalışmada intihal yapmadığını beyan eder.

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Influencer Pazarlamada Kaynak Güvenilirliği Araştırmalarının On Yıllık Haritalandırması: Bibliyometrik Bir İnceleme

Year 2025, Volume: 4 Issue: 1, 49 - 76, 30.06.2025

Yesevi Alperen Yasa , Beril Durmuş , Aypar Uslu

Abstract

Kaynak güvenilirliği modeli, etkileyicilerin pazarlama iletişiminde nasıl efektif bir biçimde kullanılabileceğini anlamak için önem arz etmektedir. Konsept, literatürde ilk olarak iletişim alanında araştırılmış ve daha sonra ünlü onayı literatürünün önemli bir bileşeni olmuştur. Son yıllarda etkileyici pazarlamada yaşanan patlama, bilim insanlarının kaynak güvenilirliğine olan ilgisini arttırmaktadır. Ancak literatür, artan ilgiye rağmen, kaynak güvenilirliği teorisinin etkileyici pazarlamada nasıl uygulandığını inceleyen kapsamlı bir araştırmadan mahrumdur. Bu boşluğu ele alan çalışma, bibliyometrik analizle desteklenen detaylı bir literatür incelemesi yoluyla etkileyici pazarlamada kaynak güvenilirliği teorisinin kullanımını keşfetmeyi amaçlamaktadır. Bu amaçla Scopus’ta indekslenen makaleler incelenmiş ve belirlenen kriterlere göre elde edilen 162 makale analize tabi tutulmuştur. Bulgular kaynak güvenilirliği modelinin en fazla parasosyal ilişki teorisi ile incelendiğini ve modelin en sık kullanılan alt boyutlarının güvenilirlik, uzmanlık ve çekicilik olduğunu göstermiştir. Ayrıca bu çalışma ile alanın önde gelen yazarları ve en çok atıf alan çalışmaları belirlenmekte, temel araştırma temaları ve eğilimler vurgulanmakta ve literatürün kapsamlı bir tartışması sunulmaktadır. Bu çalışma alandaki önemli katkıları sentezleyerek, etkili çalışmaları özetleyerek ve gelecek araştırmalara rehberlik edecek yeni konuları belirleyerek araştırmacılar için yol gösterici bir kaynak sunmaktadır.

Keywords

Influencer Pazarlama Ünlü Onayı Bibliyometrik Analiz Kaynak Güvenilirliği

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There are 126 citations in total.

Details

Primary Language English
Subjects Digital Marketing
Journal Section Research Article
Authors

Yesevi Alperen Yasa 0000-0001-8513-2771

Beril Durmuş 0000-0002-9679-9608

Aypar Uslu 0000-0002-6994-9367

Publication Date June 30, 2025
Submission Date March 29, 2025
Acceptance Date April 30, 2025
Published in Issue Year 2025 Volume: 4 Issue: 1

Cite

APA Yasa, Y. A., Durmuş, B., & Uslu, A. (2025). Mapping a Decade of Source Credibility Research in Influencer Marketing: A Bibliometric Review. Turkish Journal of Marketing Research, 4(1), 49-76.
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