Natalia Vila-López, Ines Kuster-Boluda, Elisabet Mora-Pérez, Isabel Pascual-Riquelme
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引用次数: 0
摘要
虚拟网红的角色越来越受欢迎。然而，这方面的修订是稀缺和不完整的。在这个框架中，指导这项工作的两个主要目标是:(i)进行绩效分析，以衡量科学成果对虚拟网红营销(被引用最多的作者、期刊和主题)的可见性/影响;(ii)通过虚拟网红营销的研究主题直观地呈现科学结构及其随时间的演变。最后一组1740篇关于虚拟网红营销的论文从ISIWeb of Science检索(从1997年到2021年)。确定了三个不同的时间段(i)从1997年到2012年(649篇论文)，(ii)从2013年到2016年(540篇论文)，(iii)从2017年到2021年(514篇论文)。我们的研究结果确定了关于这一主题的七个有希望的未来研究方向，突出了旅游和体育名人的作用。
A bibliometric analysis of virtual influencers in the Web of Science
The role of virtual influencers has risen in popularity. However, the revisions on this are scarce and incomplete. In this framework, two main objectives guide this work: (i) to carry on a performance analysis to measure the visibility/impact of the scientific production on virtual influencers’ marketing (most cited authors, journals, and themes) and (ii) to visually present the scientific structure by topics of research in virtual influencers marketing as well as its evolution along time. A final set of 1740 papers about virtual influencer marketing was retrieved from the ISIWeb of Science (from 1997 to 2021). Three different periods of time were identified (i) from 1997 to 2012 (649 papers), (ii) from 2013 to 2016 (540 papers), and (iii) from 2017 to 2021 (514 papers). Our results have identified seven promising future research lines on this topic, highlighting the role of tourism and sports celebrities.
期刊介绍：
Data has become the new ore in today’s knowledge economy. However, merely storing and reporting are not enough to thrive in today’s increasingly competitive markets. What is called for is the ability to make sense of all these oceans of data, and to apply those insights to the way companies approach their markets, adjust to changing market conditions, and respond to new competitors.
Marketing analytics lies at the heart of this contemporary wave of data driven decision-making. Companies can no longer survive when they rely on gut instinct to make decisions. Strategic leverage of data is one of the few remaining sources of sustainable competitive advantage. New products can be copied faster than ever before. Staff are becoming less loyal as well as more mobile, and business centers themselves are moving across the globe in a world that is getting flatter and flatter.
The Journal of Marketing Analytics brings together applied research and practice papers in this blossoming field. A unique blend of applied academic research, combined with insights from commercial best practices makes the Journal of Marketing Analytics a perfect companion for academics and practitioners alike. Academics can stay in touch with the latest developments in this field. Marketing analytics professionals can read about the latest trends, and cutting edge academic research in this discipline.
The Journal of Marketing Analytics will feature applied research papers on topics like targeting, segmentation, big data, customer loyalty and lifecycle management, cross-selling, CRM, data quality management, multi-channel marketing, and marketing strategy.
The Journal of Marketing Analytics aims to combine the rigor of carefully controlled scientific research methods with applicability of real world case studies. Our double blind review process ensures that papers are selected on their content and merits alone, selecting the best possible papers in this field.
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