Social media influencers in tourism and hospitality: a comprehensive review combining bibliometric analysis and systematic literature review

Ammar Javed; Merve Vardarsuyu; Ali Selcuk Can; Yuksel Ekinci

doi:10.1080/13032917.2025.2531563

Social media influencers in tourism and hospitality: a comprehensive review combining bibliometric analysis and systematic literature review

Ammar Javed (Lead / Corresponding author)
, Merve Vardarsuyu
, Ali Selcuk Can
, Yuksel Ekinci

Research output: Contribution to journal › Article › peer-review

13 Citations (Scopus)

772 Downloads (Pure)

Abstract

The growth of social media influencers is exponential; however, a noticeable gap exists in the literature regarding a comprehensive review that elucidates their impact, effectiveness, and integration within the tourism and hospitality industry. This study combines a bibliometric analysis and a systematic literature review to explore the role of social media influencers in tourism and hospitality management. By examining eighty journal articles, we provide a comprehensive overview of the current state-of-the-art, theoretical, methodological, and thematic structure of social media influencers in this field. We also identify research gaps and propose fruitful directions for future researchers, spanning theory, methodology, and themes. In conclusion, the paper evaluates its implications, limitations, and potential for future research, offering insights and strategies for industry practitioners.

Original language	English
Pages (from-to)	874-904
Number of pages	31
Journal	Anatolia: An International Journal of Tourism and Hospitality Research
Volume	36
Issue number	4
Early online date	11 Jul 2025
DOIs	https://doi.org/10.1080/13032917.2025.2531563
Publication status	Published - 2025

Keywords

Digital media
Hospitality
Tourism
bibliometric analysis
social media influencers
systematic literature review

ASJC Scopus subject areas

Geography, Planning and Development
Earth-Surface Processes

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10.1080/13032917.2025.2531563Licence: CC BY

Final published versionFinal published version, 5.2 MBLicence: CC BY

Cite this

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title = "Social media influencers in tourism and hospitality: a comprehensive review combining bibliometric analysis and systematic literature review",

abstract = "The growth of social media influencers is exponential; however, a noticeable gap exists in the literature regarding a comprehensive review that elucidates their impact, effectiveness, and integration within the tourism and hospitality industry. This study combines a bibliometric analysis and a systematic literature review to explore the role of social media influencers in tourism and hospitality management. By examining eighty journal articles, we provide a comprehensive overview of the current state-of-the-art, theoretical, methodological, and thematic structure of social media influencers in this field. We also identify research gaps and propose fruitful directions for future researchers, spanning theory, methodology, and themes. In conclusion, the paper evaluates its implications, limitations, and potential for future research, offering insights and strategies for industry practitioners.",

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Social media influencers in tourism and hospitality: a comprehensive review combining bibliometric analysis and systematic literature review. / Javed, Ammar (Lead / Corresponding author); Vardarsuyu, Merve; Selcuk Can, Ali et al.
In: Anatolia: An International Journal of Tourism and Hospitality Research, Vol. 36, No. 4, 2025, p. 874-904.

Research output: Contribution to journal › Article › peer-review

TY - JOUR

T1 - Social media influencers in tourism and hospitality

T2 - a comprehensive review combining bibliometric analysis and systematic literature review

AU - Javed, Ammar

AU - Vardarsuyu, Merve

AU - Selcuk Can, Ali

AU - Ekinci, Yuksel

PY - 2025

Y1 - 2025

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AB - The growth of social media influencers is exponential; however, a noticeable gap exists in the literature regarding a comprehensive review that elucidates their impact, effectiveness, and integration within the tourism and hospitality industry. This study combines a bibliometric analysis and a systematic literature review to explore the role of social media influencers in tourism and hospitality management. By examining eighty journal articles, we provide a comprehensive overview of the current state-of-the-art, theoretical, methodological, and thematic structure of social media influencers in this field. We also identify research gaps and propose fruitful directions for future researchers, spanning theory, methodology, and themes. In conclusion, the paper evaluates its implications, limitations, and potential for future research, offering insights and strategies for industry practitioners.

KW - Digital media

KW - Hospitality

KW - Tourism

KW - bibliometric analysis

KW - social media influencers

KW - systematic literature review

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DO - 10.1080/13032917.2025.2531563

M3 - Article

SN - 1303-2917

VL - 36

SP - 874

EP - 904

JO - Anatolia: An International Journal of Tourism and Hospitality Research

JF - Anatolia: An International Journal of Tourism and Hospitality Research

IS - 4

ER -

Social media influencers in tourism and hospitality: a comprehensive review combining bibliometric analysis and systematic literature review

Abstract

Keywords

ASJC Scopus subject areas

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