The Pinnacle of Influence: Unveiling the Evolution, Global Dynamics, and Multidisciplinary Tapestry of Social Media Influencer Marketing (2016–2024)

The purpose of this research paper is to deliver an in-depth overview of the state of scientific research on social media influencers as of right now. The process comprised gathering pertinent documents from the Scopus databases, which produced 41 entries when the terms “celebrity endorsement”, “social media”, “influencer”, and “marketing” were searched. Using bibliographic tools like Vosviewer, Rstudio, and Scopus analyses, these documents were analyzed. The results showed a noticeable increase in research activity in 2024. The analysis underlines the remarkable interdisciplinary connections across business management, economics and social science fields and exposes the United States’ considerable influence, supplying 20 documents in 2023–24. Co-occurrences of keywords were found using bibliometric analysis, which suggests that influence marketing, social media, and celebrity endorsement are becoming more and more important. The research study concludes by shedding light on how the field of social media influencer research is changing and highlighting its multidisciplinary character, global viewpoints, and the growing significance of important theme areas.