Objetivo: Mapear y evaluar el campo de estudio de Influencers Digitales y Branding, proporcionar un panorama de la investigación que reúne los dos temas y proponer futuras agendas de investigación basadas en las brechas evidenciadas al final de los análisis.
Diseño/metodología/enfoque: Revisión bibliométrica, utilizando la base de datos Web of Science, en un período de publicaciones de 1945 a 2019. Revisión sistemática mediante análisis temático.
Resultados: Fue posible mapear las principales palabras clave indexadas, los principales polos de investigación y publicación, agrupar las principales referencias sobre los términos buscados, así como organizar el conocimiento disperso de forma sistemática e identificar oportunidades de investigación a partir del conocimiento acumulado.
Implicaciones teóricas: Esta revisión sistemática contribuye teóricamente entregando evidencia sistemática para el desarrollo global del tema elegido; estableciendo tendencias de investigación obtenidas mediante la combinación de análisis bibliométrico y sistemático; identificando lagunas en la investigación y proponiendo investigaciones futuras.
Originalidad: El trabajo tiene su originalidad por ser pionero, hasta donde sabemos, en realizar una revisión bibliomérica y analizar sistemáticamente artículos que tratan sobre estrategias de branding e influencers digitales, campo que ha ido adquiriendo relevancia comercial y publicitaria, impulsado por la expansión de las redes y su papel en la toma de decisiones de compra de las personas.
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La Revista Alcance es una revista brasileña de libre acceso, con publicación cua-trimestral, vinculada al Programa de Posgrado en Administración y Programa de Maestría Profesional en Administración - Gestión, Internacionalización y Logística de la Universidade do Vale do Itajaí – Univali. Buscamos publicar artículos de traba-jos teóricos-empíricos y tecnológicos en las áreas de Administración. Diferentes perspectivas teóricas y metodológicas son bienvenidas, desde que sean consisten-tes y relevantes para el desarrollo del área.
