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

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.