This study presents a hybrid review of influencer marketing on social media by integrating bibliometric analysis with the theory–context–characteristics–methodology (TCCM) framework to map intellectual structures and propose future research directions. A total of 671 articles published between February 2011 and 2024 were retrieved from the Scopus database (searched on 26 February 2024). Using VOSviewer software, performance and network analyses identified (a) influential documents, authors, sources and countries; (b) keyword co-occurrence and co-citation mapping revealed four dominant thematic clusters; and (c) the TCCM-based synthesis highlighted an over-reliance on cross-sectional survey designs and Western fashion/beauty contexts. Theoretical studies lack diversification, while emerging attention is being given to virtual/AI influencers, along with the need for ethical regulation. Theoretically, the study advances an interdisciplinary perspective by integrating insights from marketing, communication, human–computer interaction and technology, reframing influencer marketing as a socio-technical phenomenon. Practically, it offers a structured roadmap for brands, policymakers and researchers to design transparent and contextually relevant influencer strategies. The primary limitation lies in the reliance on a single database (Scopus) and the exclusion of non-English publications.
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