Influencer Behavior in Social Media Marketing: Developing and Validating a New Model

Journal of System Management

دوره 7، شماره 4، اسفند 2021، صفحه 271-287   

نوع مقاله: Research Paper

شناسه دیجیتال (DOI): 10.30495/jsm.2021.1943152.1552

نویسندگان

Habibollah Majidian؛ Mahdi Mahmoudzadeh Vashan^* ؛ Hossein Hakimpour

Department of Business Management, Birjand Branch, Islamic Azad University, Birjand, Iran

چکیده

This research was aimed at develop and validate an influencer behavior model in social media marketing. The statistical population in the qualitative section consisted of Academic and organizational experts including social media marketing experts. A sample of qualitative sample was used for purposeful sampling and in a small part of the compilation sampling. The data collection tool was interviewed in the qualitative section and in the quantitative section the questionnaire was used. Data were analyzed using confirmatory statistical analysis. The results identified 17 components and 90 indicators that 4 components of influencing the behavior of influencers in social media marketing. Finally, the research model consisting of influential and influential factors was presented and its degree of appropriateness was appropriate.

کلیدواژه‌ها

Influencer؛ Instagram؛ social Media Marketing

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