List of Articles Influencer

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  1 - Presenting a Quantitative Model of the Use of Social Media Influencers in the Behavior of Luxury Cosmetics Industry Consumers
  Seyed Aref Asgharzadeh Shiadeh mehd Rouholamini Shiba Masoumi Azadeh Kiapour
  Introduction: Using from the celebrities to endorse products and services, especially cosmetics has an impact on consumer behavior. As a result, the aim of this study was to presenting a quantitative model of the use of social media influencers in the behavior of luxury More

  Introduction: Using from the celebrities to endorse products and services, especially cosmetics has an impact on consumer behavior. As a result, the aim of this study was to presenting a quantitative model of the use of social media influencers in the behavior of luxury cosmetics industry consumers. Methods: The current research in terms of purpose was applied and in terms of implementation method was survey. The research population was Persian-speaking consumers of luxury cosmetics on the social media in the 2022 year. The research tool was a researcher-made questionnaire of social media influencers in the behavior of luxury cosmetics industry consumers (130 items), which was sent to the samples via email, WhatsApp, Telegram, Instagram, Facebook and YouTube. Number of 500 questionnaires were distributed among the samples that were selected as available and number of 310 case of them were returned and 38 case were removed due to defects and finally 272 questionnaires were analyzed. Data were analyzed with the exploratory factor analysis and structural equation modeling methods in SPSS and Smart PLS software. Results: The findings showed that the researcher-made questionnaire of social media influencers in the behavior of luxury cosmetics industry consumers had 93 items in 32 components and 11 dimensions, which were included the dimensions of social media influencers characteristics (with three components), brand characteristics (with three components), change in the way of marketing (with two components), technological changes (with two components), people's biological changes (with two components), advertising effectiveness (with three components), government factors (with two components), social insight from social media (with two component), measuring the success of influencer advertising (with two components), using from different marketing strategies (with two components) and process of using social media influencers (with nine components). Also, the factor load of all the items was higher than 0.70 and the average variance extracted, validity ratio and Cronbach's reliability of all components were higher than 0.50, 0.70 and 0.80, respectively. In addition, the final model of the use of social media influencers in the behavior of luxury cosmetics industry consumers had a good fit, and in this model, the dimensions of people's biological changes, technological changes and changes in the way of marketing on the process of using social media influencers, the dimensions of social media influencers characteristics, brand characteristics, process of using social media influencers, social insight from social media and government factors on the each of the two dimensions of using from different marketing strategies and measuring the success of influencer advertising and the dimensions of using from different marketing strategies and measuring the success of influencer advertising on the effectiveness of advertisements had a direct and significant effect (P<0.001). Conclusion: According to the identified dimensions and components in the quantitative model of the use of social media influencers in the behavior of luxury cosmetics industry consumers can be changed the conditions to change the behavior of consumers and provide the basis for increasing the behavior of luxury cosmetics industry consumers. Manuscript profile
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  2 - Presenting a Gray Marketing Model Using the Role of Influencers in Social Media
  Anvar Yousefi Mehdi Hadad Zadeh
  10.30495/jsm.2021.1942794.1542
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  3 - Influencer Behavior in Social Media Marketing: Developing and Validating a New Model
  Habibollah Majidian Mahdi Mahmoudzadeh Vashan Hossein Hakimpour
  10.30495/jsm.2021.1943152.1552
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  4 - The Role of Iranian Female Influencers Concerning Betrayals, Coolness and the Aims of Brands on Social Medias
  Moahammad Bashokouh Ajirloo Vahideh Ebrahimi Kharajo
  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. Th More

  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&rsquo; 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. Manuscript profile
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  5 - Examining How Influencers of Social Networks Affect Public Diplomacy
  rahmat hajimineh Rasoul Mahmoodi yamin
  The purpose of this research is to investigate and understand how social network influencers affect public diplomacy. Since the development of social networks has caused the growth of communication between different people and groups in various formats and forms such as More

  The purpose of this research is to investigate and understand how social network influencers affect public diplomacy. Since the development of social networks has caused the growth of communication between different people and groups in various formats and forms such as social network influencers and meanwhile, few researches about the role of these influencers have been done in public diplomacy, therefore, it is necessary to investigate the role of social network influencers in public diplomacy with regard to their special characteristics and the impact they have beyond the defined nation-states. For this reason, this research seeks to answer the main question, how do the phenomenon of social media influencers affect the public diplomacy of countries? Using the qualitative method and inductive reasoning, this research has investigated examples of the role of influencers in public diplomacy in order to know the areas and dimensions of their influence. In this regard, the main hypothesis of the article is that the influencers of social networks, due to their access to a large audience, the production of original and new content, as well as the connection with different social areas, and their specialized entry into various topics in addition to friendly communication, they have a major impact on the simplification of public diplomacy on one hand, and they have been a fundamental factor in the expansion of public diplomacy to various topics and areas on the other hand. Manuscript profile