نوع مقاله : علمی - پژوهشی
1 دانشجوی کارشناسی ارشد مدیریت کسبوکار، دانشکده اقتصاد، مدیریت و علوم اجتماعی، دانشگاه شیراز.
2 دانشیار بخش مدیریت ، دانشکده اقتصاد، مدیریت و علوم اجتماعی، دانشگاه شیراز.
3 استادیار، بخش مدیریت، دانشگاه شیراز
عنوان مقاله [English]
Objective: Considering the influencer marketing strategy as a new field, the present study was conducted with the aim of providing a model of effective factors for influencer marketing strategy in the Instagram Platform.
Methodology:In terms of purpose this research is an applied-developmental research and its study approach is qualitative- quantitative. In order to collect data in the qualitative part, library studies were used by systematic review method and by content analysis the next section, according to Morgan table, 384 researcher-made questionnaires were completed and collected with the online entrepreneurs interested in and aware of this strategy on Instagram and then was processed by Equation Structural Modeling (ESM).
Findings: By analyzing the content of the qualitative stage results, 75 initial categories were obtained and classified into 20 final components according to the commonalities. By examining the relationships between them, the final factors of the effectiveness of the influencer marketing strategy on Instagram were leveled and a chart of influence-dependency power was drawn for them.
Conclusion: The results of this study include the presentation of the final model of effectiveness factors of Influencer marketing strategy in the Instagram and the evaluation of this model, which shows that there is a causal-hierarchical relationship between these factors. Influence relative to other factors. Also, contrary to the initial perception, the influencer's apparent attractiveness index was not at the most effective levels.