Abstract:

In this study, it is aimed to perform the bibliometric analysis of the articles published in the field of social media marketing between the years 2010-2022 in the journals scanned in the TR Index database. In this context, a search was made in the TR Index database with relevant keywords such as social media marketing, influencer marketing, influencer marketing, Instagram marketing and influencer marketing, and a total of 103 articles were reached. However, articles not related to the marketing discipline were excluded, and as a result, 96 articles were analysed. Articles were analyzed in terms of parameters such as year of study, research method and type, sampling method, analysis method and citation numbers. It is among the important findings of the study that articles on social media marketing increased after 2019, factor analysis is the most frequently used analysis technique, and the most preferred sampling method is convenience sampling.

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