... the snapshot to generate directions for future inquiry. Design/methodology/approach The study uses systematic literature review (SLR) using SPAR-4-SLR protocol to generate a set of 277 articles. We follow it up with scientometric analysis techniques of bibliographic coupling and betweenness centrality...

... such as citation analysis, bibliographic coupling, keyword analysis and three-field plot analysis. Findings The main findings include identifying six clusters in the domain, i.e. “mechanism of IM,” “measuring the impact of IM,” “persuasive cues in IM,” “likability factors of influencers,” “authenticity...

... of the CE construct in marketing literature using bibliometric analysis. Design/methodology/approach In this study, 940 articles were retrieved from Scopus, the well-known electronic database. Bibliographic coupling and co-occurrence analysis using VOSviewer along with content analysis were employed...