تحلیل بیبلیومتریک نقش اعتماد و تعامل در اثربخشی بازاریابی اینفلوئنسری در رسانه‌های اجتماعی

This study aims to analyze the intellectual structure and research trends related to the role of trust and interaction in the effectiveness of influencer marketing on social media using a bibliometric approach. The dataset consists of 230 scientific articles indexed in the Scopus database over the period 2016 to 2026, which were analyzed using VOSviewer software and keyword co-occurrence analysis. The findings reveal that the literature in this field has developed into a multidimensional and interdisciplinary structure, where social media serves as the central platform, and concepts such as trust, interaction, consumer behavior, and digital technologies emerge as key themes. The results indicate that trust plays a crucial mediating role in the influence process of influencers and directly affects consumer attitudes and purchase intentions. In contrast, interaction acts as a reinforcing factor by fostering active user engagement with content, thereby facilitating the formation and strengthening of trust. Moreover, the relationship between trust and interaction is conceptualized as a reinforcing cycle, where each enhances the other, ultimately improving the long-term effectiveness of marketing campaigns. Additionally, the findings demonstrate a gradual shift in the field from a primary focus on technological infrastructures toward psychological, social, and ethical dimensions. Emerging concepts such as transparency, parasocial relationships, and virtual influencers represent new research directions. Overall, this study provides a comprehensive mapping of the research landscape, highlights the importance of relationship-oriented approaches in influencer marketing, and outlines future research directions.