Digital Marketing, Influencer, Social Media, and Health: A Bibliometric and Thematic Analysis

Ifta Firdausa Nuzula; Nurhasanah; Riza Seti Roikhanah

doi:10.56741/jgi.v4i03.1398

Authors

Ifta Firdausa Nuzula
iftafirdausan@gmail.com
Universitas Aisyiyah Yogyakarta https://orcid.org/0000-0002-0651-397X
Nurhasanah Universitas Aisyiyah Yogyakarta
Riza Seti Roikhanah Universitas Aisyiyah Yogyakarta

DOI:

https://doi.org/10.56741/jgi.v4i03.1398

Keywords:

Bibliometric Analysis, Digital Marketing, Health Communication, Influencer, Misinformation, Social Media

Abstract

The rapid growth of digital marketing in the health sector has redefined how individuals access, interpret, and engage with health information. Social media and influencers play a significant role in disseminating health knowledge, shaping public perceptions, and even influencing health behaviors. However, this expansion has also brought challenges related to misinformation, the reliability of health communication, and the integration of digital strategies into evidence-based healthcare. This paper presents a bibliometric analysis using VOSviewer with data from Dimensions.ai (2020–2025), identifying four major thematic clusters: (1) health literacy and psychological factors, (2) effectiveness of digital health interventions, (3) evidence-based knowledge dissemination, and (4) policy, misinformation, and healthcare services. The discussion explores the interplay between these clusters and their implications for health communication, marketing strategies, and public policy. Findings highlight the dual potential of social media and influencers in both supporting evidence-based health promotion and propagating misinformation. Recommendations include enhancing collaboration between policymakers, researchers, and digital actors to foster a reliable and sustainable digital health ecosystem.

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Author Biographies

Ifta Firdausa Nuzula, Universitas Aisyiyah Yogyakarta

is a young researcher pursuing her doctorate at Universitas Sebelas Maret, Indonesia. She has published several articles in reputable international journals. Ifta is a member of the Indonesian Institute of Science and Technology as an editor in Jurnal Genesis Indonesia. She got a scholarship for her studies from the Ministry of Education and Culture for undergraduate school and the BARISTA Program from the National Research and Innovation Agency of Indonesia for graduate research. (email: iftafirdausan@student.uns.ac.id).

Nurhasanah, Universitas Aisyiyah Yogyakarta

is an undergraduate student in the Management Department at Universitas Aisyiyah Yogyakarta, Indonesia. Her academic interests focus on digital marketing, business development, and entrepreneurial innovation. She is actively involved in various campus and community-based entrepreneurship programs, where she contributes to mentoring activities and small business development initiatives. Through her studies and involvement in applied projects, she aims to deepen her understanding of digital business strategies and strengthen her practical skills in managing entrepreneurial ventures. (email: noorhasanahhh17@gmail.com).

Riza Seti Roikhanah, Universitas Aisyiyah Yogyakarta

is a Management student at Universitas Aisyiyah Yogyakarta, Indonesia with strong academic interests in human resource management and organizational development. She is actively engaged in community training activities, particularly those related to capacity building and skill enhancement. Her participation in outreach programs has strengthened her practical understanding of workforce development and community empowerment. Riza aims to integrate academic knowledge with real-world experience to support effective human resource practices in various organizational settings. (email: roikhanahrizaseti@gmail.com).

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