Bibliometric Analysis of Global Research Trends on Social Media Influencers on Purchase Intention using R-tool

With the rapid growth of social commerce, understanding the impact of social media influencers (SMIs) on customer purchase intention has become increasingly critical. This research seeks to present a thorough analysis of the existing scholarly landscape and evolving developments within this domain, delivering meaningful insights for both academics and industry professionals. The study conducted a bibliometric analysis on 195 relevant papers identified through the PRISMA method. The analysis utilised the Bibliometrix package in R to examine key themes, influential authors, productive institutions, and collaborative networks within the research domain. It revealed that credibility, parasocial relationships, and trust are central themes in the research on SMIs and customer purchase intention. Sokolova emerged as the most cited author in the field, and the University System of Georgia was identified as the most productive institution. The United States was highlighted as the most prolific, influential, and collaborative country in this domain. This study provides a macro-level perspective on the research landscape of SMIs and customer purchase intention, highlighting critical factors and global contributions. It offers a valuable reference for scholars by synthesising existing knowledge and identifying trends that shape the future direction of research in this area