The Role of Iranian Female Influencers Concerning Betrayals, Coolness and the Aims of Brands on Social Medias

Subject Areas : Management

Moahammad Bashokouh Ajirloo ¹ , Vahideh Ebrahimi Kharajo ²

1 - University of Mohaghegh Ardabili, Department of Business Management, Ardabil, Iran.
2 - University of Mohaghegh Ardabili, Department of Business Management, Ardabil, Iran.

Received: 2021-12-26 Accepted : 2022-02-15 Published : 2022-03-21

Keywords: Female influencer, betrayal, social media, Brands’ aims, Coolness,

Abstract :

The purpose of this study was to investigate the role of Iranian women influencers concerning betrayals, coolness and the aims of commercial brands on social medias. The statistical population of the study included all Iranian female influencers in the social medias. The sample subsumed all Iranian female influencers who were active in Instagram. The research was designed as descriptive- analytical. To collect data library method was implemented. After reviewing the data, the results indicated that the female influencers on social medias had positive impact on their web-pages audiences specially the young women. They were recognized as favorite and professional individuals. The betrayals and coolness of the female influencers had also effects on the trans-social relationships, attitude and confidence to the brands. The betrayals of the female influencers caused negative attitude towards the brands. Therefore, they consider the necessity of being present in different social medias, knowing the culture and literatures of every social media user to produce contents with respect to that and to establish friendly relation with the audiences. The cool female influencers with their attractive appearances were also able to have more effects on the consumers’ perceptions and caused positive attitude in their followers toward the brands. The female influencers tried to improve their knowledge so they could be able to imply the related reliable techniques to advertise their brands. And ultimately to build a mentality in their followers so to be knowns as noble, alive, attractive, extraordinary, with high position and desirable.

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