Pregledni rad
https://doi.org/10.32676/n.11.1.4
A bibliometric analysis of virtual influencers as a trend in digital marketing: insights from WoS
Iva Gregurec
orcid.org/0000-0002-2429-0335
; Sveučilište u Zagrebu, Fakultet organizacije i informatike
Larisa Hrustek
; Sveučilište u Zagrebu, Fakultet organizacije i informatike
Magdalena Kuštelega
orcid.org/0009-0006-0381-8125
; Sveučilište u Zagrebu, Fakultet organizacije i informatike
Sažetak
With the development of digital technology, virtual influencers are becoming an important part
of a rapidly growing trend in digital marketing. The purpose of this paper, based on the
conducted desk research, is to analyze publications related to virtual influencers based on data
obtained from the WoS platform. This paper employs typical bibliometric analysis to identify
research productivity, types of documents and sources, publication languages, geographical
distribution of publications, and identifies the most active organizations, authors, keywords,
along with a citation analysis. The results show that the concept of virtual influencers began to
be researched in 2020, but also that in 2023, a significant increase in the scientific literature
was recorded. This research is one of the few attempts to analyse virtual influencers, which is
certainly one of the future trends, using bibliometric analysis based on previously
Ključne riječi
virtual influencers, artificial intelligence, digital marketing, bibliometric analysis, VOSviewer
Hrčak ID:
341055
URI
Datum izdavanja:
12.12.2025.
Posjeta: 943 *