ارائه مدل اثربخشی استراتژی بازاریابی تأثیرگذار در بستر اینستاگرام

نوع مقاله : علمی - پژوهشی

نویسندگان

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

چکیده

هدف: با توجه به زمینه جدید استراتژی بازاریابی تاثیرگذار، پژوهش حاضر با هدف ارائه مدل عوامل اثربخشی استراتژی بازاریابی تأثیرگذار در بستر اینستاگرام انجام شده است.
روش: این پژوهش از حیث هدف توسعه‌ای - کاربردی و رویکرد مطالعاتی آن کیفی - کمی و از نظر ماهیت آمیخته اکتشافی است. جهت گردآوری داده‌ها در بخش کیفی از مطالعات کتابخانه‌ای به روش مرور سیستماتیک استفاده شده است. سپس با توجه به حجم نمونه برای جامعه نامحدود در جدول مورگان، 384 پرسشنامه با مشارکت کاربران استراتژی بازاریابی تاثیرگذار در بستر اینستاگرام تکمیل و گرد‌آوری شد و با روش مدل‌سازی ساختاری معادله‌ای (ESM) مورد پردازش قرار گرفت.
یافته‌ها: با تحلیل محتوای نتایج مرحله کیفی، 75 مقوله ابتدایی به دست آمد و با توجه به اشتراکات در قالب 20 مولفه نهایی دسته‌بندی شد. با بررسی روابط بین آنها، عوامل نهایی اثربخشی استراتژی بازاریابی تأثیرگذار در اینستاگرام سطح‌بندی شدند و نمودار قدرت نفوذ - وابستگی برای آنها ترسیم شد.
نتایج: نتایج این پژوهش شامل ارائه مدل نهایی عوامل اثربخشی استراتژی بازاریابی تأثیرگذار در بستر اینستاگرام و برازش آن است که نشان می‌دهد رابطه علّی - سلسله‌مراتبی بین این عوامل برقرار است به‌ این صورت که شاخص‌های گستره معنادار تاثیرگذاری و جذابیت محتوای ابتکاری اینفلوئنسر بیشترین قدرت پیش‌برندگی را به نسبت سایر عوامل دارا هستند. همچنین برخلاف تصور اولیه شاخص جذابیت ظاهری در سطوح دارای بیشترین اثرگذاری قرار نگرفت.

کلیدواژه‌ها

عنوان مقاله [English]

Providing a Model of the Effectiveness of Influencer Marketing Strategy on the Instagram Platform

نویسندگان [English]

  • Reza Rastegari 1
  • abolghasem ebrahim 2
  • alireza amini 3
1 Student/ Shiraz University
2 shiraz univrsity
3 Shiraz University
چکیده [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.

کلیدواژه‌ها [English]

  • Influencers
  • Equational Structural Model
  • Influencer Marketing Strategy
  • Instagram

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سابقه مقاله

  • تاریخ دریافت: 24 مهر 1400
  • تاریخ بازنگری: 13 آبان 1400
  • تاریخ پذیرش: 15 آبان 1400

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