International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Global Research Trends in AI-Driven Influencer Marketing for SMEs: A Bibliometric Analysis and Future Agenda

Author(s) Ms. Magambo Akinyi Consolata, Dr. Joshua Gisemba Okemwa
Country India
Abstract SMEs depend on digital marketing innovations to remain competitive in the dynamically changing global market. Amongst the various digital marketing approaches taken up by these businesses, influencer marketing has shown prominence in enabling SMEs to engage effectively with their targeted audiences. The incorporation of AI has further revolutionised how influencer marketing tactics are designed and executed. This paper carries out a bibliometric mapping analysis to map global research trends at the intersection of AI, influencer marketing, and SME consumer behaviour. Drawing on data retrieved from some of the most relevant scientific databases, the review analyses annual scientific production, influential publications, dominant authors, and key thematic clusters. By applying citation analysis, keyword co-occurrence mapping. Lotka’s law and three-field plots, this research visualises the intellectual structure of the field and identifies emerging research fronts and niche thematic areas. The findings indicate how AI-driven tools improve SME marketing precision, enhance influencer selection, and influence consumer decision-making processes. Such global research patterns allow for a forward-looking research agenda and practical suggestions for SMEs, digital marketers, and scholars alike. To this end, through the analysis of results, readers of this study will obtain comprehensive insights into how the integration of AI in influencer marketing strategies affects buyer behaviour and consumer attitude in the SME sector, thus providing guidance on how to conduct further research and make appropriate evidence-based decisions in marketing practices.
Keywords AI-Driven Marketing, Influencer Marketing, Small and Medium Enterprises (SMEs), Consumer Behaviour, Digital Consumer Engagement
Field Business Administration
Published In Volume 7, Issue 6, November-December 2025
Published On 2025-12-11
DOI https://doi.org/10.36948/ijfmr.2025.v07i06.63163
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E-ISSN 2582-2160
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