Purpose : The purpose of this study was to map the intellectual structure of research on YouTube influencer marketing and consumer behavior from 2009 to 2025 by conducting performance analysis and science mapping using a bibliometric analysis methodology and proposed directions for future research.

Design/Methodology/Approach : The authors used VOSviewer and Biblioshiny scientific tools to conduct the analyses. The study employed a bibliometric analysis of 86 documents that were retrieved from the Scopus database along with using a structured keyword search strategy and database filters.

Findings : We found that research publications in this domain of research fluctuated during the study period, with the highest annual publications, which were 19 recorded in 2024. We also identified 38 keywords grouped into seven clusters in keyword co-occurrence analysis which covered YouTube-based influencer marketing, consumer behavior and purchase intention, social media marketing and branding, influencer credibility and parasocial relationships, information quality, digital creator formats, and social influence.

Practical Implications : This study provided valuable insights for researchers, policymakers, academicians, companies, and brands to understand the knowledge structure of YouTube influencer marketing and its relationship with consumer behavior.

Originality/Value : This study showed a platform - specific bibliometric overview of YouTube influencer marketing and consumer behavior by mapping the intellectual structure and identifying new directions for future research.

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