Influencer Behavior in Social Media Marketing: Developing and Validating a New Model
Subject Areas : Business StrategyHabibollah Majidian 1 , Mahdi Mahmoudzadeh Vashan 2 , Hossein Hakimpour 3
1 - Department of Business Management, Birjand Branch, Islamic Azad University, Birjand, Iran
2 - Department of Business Management, Birjand Branch, Islamic Azad University, Birjand, Iran
3 - Department of Business Management, Birjand Branch, Islamic Azad University, Birjand, Iran
Keywords: Social media marketing, Instagram, Influencer,
Abstract :
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.
Abbasi, Atefeh; Jafari, Ali (2020). The effect of celebrities' Instagram actions on the lifestyle of Iranian users. Communication Research, spring 2020, No. 101, pp. 33-54.
Adibinia, inspiration; Nayebzadeh, Shahnaz. (2018). the role of digital media marketing and social marketing in customer behavior. New research in management and accounting. New Volume - No. 19, pp. 309-320.
Bagheri, Hadi. (2016). Analysis of the validation process of Iranian athletes using data foundation theory. Bi-Quarterly Journal of Sports Management and Development, Volume 2, Number 9, pp. 91-107.
Barber, P., & Wallace, L. (2013). Building a buzz: Libraries & word-of-mouth marketing. Chicago: American Library Association.
Belanche, D., Casaló, L. V., & Flavián, C. (2017). The role of place identity in smart card adoption. Public Management Review, 16(8), 1205–1228
Belanche, D., Flavián, M., & Ibáñez-Sánchez, S. (2020). Followers’ reactions to influencers’ Instagram posts. Spanish Journal of Marketing-ESIC.
Bernof, J., & Li, c. (2018). Harnessing the power of Oh-So-Social web, MIT Sloan Management Review, 49 (3), PP. 35-42.
Byrne, L. (2017). Social media engagement: A model of antecedents and relational outcomes. Journal of Marketing Management, 33(5 – 6), 1– 25.
Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2017). Understanding consumer inter-action on Instagram: The role of satisfaction, hedonism, and content characteristics Cyberpsychology, Behavior and Social Networking, 20 (6), 369 –375.
Choi, Y. Thoeni, A. (2016), Social media: Is the new organizational stepchihd? Eropean Business Review, 28(1), 21-38.
Cuevas, L. M., Chong, S. M., & Lim, H. (2020). Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs. Journal of Retailing and Consumer Services, 55, 102133.
Datta, K. S., Adkins, O., & Fitzsimmons, J. R. (2020). Entrepreneurship and social media influencers in an Islamic context. In Understanding Social Media and Entrepreneurship (pp. 121-139). Springer, Cham.
De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram in-fluencers: The effect of number of followers and product divergence on brand at-titude. International Journal of Advertising, 36 (5), 798 –828.
Delisle, M. P., & Parmentier, M. A. (2016). Navigating person-branding in the fashionblogosphere. Journal of Global Fashion Marketing, 7 (3), 211 –224
Dima, T. (2015). Social Media Usage in European Clubs Football Industry. Is Digital Reach Better Correlated With Sports Or Financial Performance? The Romanian Economic Journal, 18(55): 117-128.
Fallen, Javad. (2010). Social media and books; Return to the public and republish the book. Mehr Book Quarterly, Surah Mehr Publications, Nos. 1 and 34.
Galati, A., Maria. C., Tinerivia, S., Fagnani. F. (2017). Social media as a strategic marketing tool in the sicilian wine industry: Evidence from Facebook, Wine Economics and Policy.Gartlan, J., Shanks, G. (2007). The alinment of business and information technology strategy in Australia, Australasin Journal of Information Systems, 2 (14), PP. 113-139.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing e fforts of luxury brands: In fluence on brand equity and consumer behavior. Journal of Business Research, 69 (12), 5833 –5841.
Ismailpour, Majid; Bahrainizad, Manijeh; Zarei, Kourosh (2017). Investigating the effect of using popular verifiers in advertising on consumers' attitudes toward advertising. Journal of Modern Marketing Research, Year 7, Issue 1, Serial Issue (42), spring 96, pp. 1-22.
Iyengar, R., Van den Bulte, C., & Valente, T. W. (2011). Opinion leadership and social contagion in new product di ffusion. Marketing Science, 30(2), 195 – 212.
Jan Khan, M. W., Khalique. M. (2014). Strategic planning and reality of external environment of organizations in contemporary Business, Business Management and Strategy, 5(2), PP. 166-182.
Keegan, B.J. Rowley, J. (2017), Evaluation and decision making in social media marketing, Management Decision, 55(1), PP.15-31.
Li, F., & Du, T. C. (2011). Who is talking? An ontology-based opinion leader identifi cation framework for word-of-mouth marketing in online social blogs. Decision Support Systems, 51 (1), 190 –197
Locowise (2017). Instagram follower growth is now lagging behind facebook page likes growth. Retrieved from goo.gl/m0sVm2, Accessed date: 15 March 2018.
Moradi Dizgrani, Milad; Mr. Kordshami, Abu Dharr. (2020). Investigating the effect of content enjoyment and social relationship enjoyment on Instagram on the customer's purchase intention; Explain the mediating role of customer intensification. Marketing Management, spring 2020, Fifteenth Year, No. 46, pp. 53-71.
Peltola, L. (2019). Making sense of the relationship between social media influencers on Instagram and the consumers who follow them.
Roy, S., Jain, V., & Rana, P. (2013). The moderating role of consumer personality and source credibility in celebrity endorsements. Asia-Pacific Journal of Business Administration, Vol. 5, No. 1, pp: 72 – 88.
Sajid, SI. (2016). Social media and its role in marketing. Bus Eco, 7(1), PP. 2-5.
Salamian, Mustafa. (2019). Investigating the Effect of Instagram Influencer Marketing Video Advertising on Customer Brand Loyalty: A View of Emotional Responses as a Loyalty Criterion. Master Thesis in Business Management - Electronic Commerce, Allameh Tabatabai University, Faculty of Management and Accounting.
Shahriari-Fard, Azin, Khosravi, Abolfazl. (2016). Social Media Marketing Management: The Third Millennium Revolution, the Fourth National Conference and the Second International Conference on Accounting and Management with New Applied and Research Approaches.
Socialbakers (2016). Why fashion brands are thriving on Instagram. Retrieved fromgoogl/ckQxBw, Accessed date: 15 March 2018.
Tirem, Hadiseh (2017). Interpretive structural modeling of strategic social media marketing components. Master Thesis in Business Management, Marketing Orientation, Hazrat Masoumeh University.
Tsang, A. S., & Zhou, N. (2016). Newsgroup participants as opinion leaders and seekers in online and o ffline communication environments. Journal of Business Research, 58.
Van Looy, A. (2016), Social media management: Technologies and Strategies for Creating Business Value, Springer, Berlin.
Wang, K. Y., Ting, I. H., & Wu, H. J. (2017). Discovering interest groups for marketing in virtual communities: An integrated approach. Journal of Business Research, 66
Zipporah, M., & Mberia, H. (2014). The Effects OF Celebrity Endorsement in Advertisements. International Journal of Academic Research in Economics and Management Sciences, Vol. 3, No. 5, pp: 178-188.