نقش افراد تاثیرگذار در بازاریابی (رویکرد فراترکیب)

نوع مقاله : علمی - پژوهشی

نویسندگان

1 استادیار گروه مدیریت و کارآفرینی، دانشکده علوم اجتماعی، دانشگاه رازی، کرمانشاه، ایران.

2 دانشجوی دکتری کارآفرینی، گروه مدیریت و کارآفرینی، دانشکده علوم اجتماعی ، دانشگاه رازی، کرمانشاه، ایران.

چکیده

هدف: پژوهش حاضر از طریق ترکیب تحقیقات پیشین با هدف ارائه‌ی تصویری جامع از ابعاد نقش افراد تاثیرگذار در بازاریابی انجام گرفت.
روش : روش‌شناسی پژوهش، کیفی با رویکرد فراترکیب است. بر این اساس، پس از جستجو در پایگاه‌های اطلاعاتی، در محدوده‌ی زمانی 1385 تا 1400 برای پژوهش‌های داخلی و 2000 تا 2021 برای پژوهش‌های خارجی، تعداد 134 مطالعه مرتبط ارزیابی و در نهایت، پس از بررسی 58 مقاله انتخاب گردید. با استفاده از الگوی هفت مرحله‌ای سندلوسکی و باروسو، یافته‌های 58 پژوهش پیشین مرتبط با اهداف پژوهش، بررسی، تجمیع، ترکیب و تفسیر شد.
یافته ها: با استفاده از روش کدگذاری تعداد 28 کد، 6 مضمون و 2 بعد شناسایی و اعتبار هریک، از طریق آزمون کاپای کوهن تایید گردید و الگوی نقش افراد تاثیرگذار در بازاریابی ارائه و ترسیم شد.
نتیجه گیری: نتایج این پژوهش نشان داد علی رغم مزایای بسیار زیادی که استفاده از از افراد تاثیرگذار در بازاریابی به همراه دارد، اگر با شناخت و دانش درستی صورت نگیرد، منجر به پیامدهای منفی برای کسب و کار و برند خواهد شد. در پایان، هم راستا با نتایج پژوهش، پیشنهادهایی برای استفاده‌ی درست و مناسب از افراد تاثیرگذار در بازاریابی ارائه شده است.

کلیدواژه‌ها

عنوان مقاله [English]

The role of influencers on marketing (meta-synthesis approach)

نویسندگان [English]

  • Mahdi Hosseinpour 1
  • yousef mohammadifar 1
  • Atieh Khodaei 2
1 Assistant Professor, Department of Management and Entrepreneurship, Faculty of Social Sciences, Razi University, Kermanshah, Iran.
2 3. PhD student of Entrepreneurship, Department of Management and Entrepreneurship, Faculty of Social Sciences, Razi University, Kermanshah, Iran.
چکیده [English]

Objective: The present study was conducted by combining previous research with the aim of providing a comprehensive picture of the components of the role of influencers on marketing.
Methodology: The research methodology is qualitative with a meta- synthesis approach. Accordingly, after searching the databases, in the period of 1385 to 1400 for domestic researches and 2000 to 2021 for foreign researches, 134 related studies were evaluated and finally, after multiple screenings, 58 articles were selected. Using seven-step model of Sandelowski and Barroso, the findings of 58 previous studies related to the objectives of the study were reviewed, aggregated, combined and interpreted.
Findings: With the help of coding method, 28 codes, 6 concepts and 2 components were identified and validated through Kappa Cohen coefficient. Then, the role model of influencers on marketing was presented and drawn.
Conclusion: The results of this study showed that despite the many benefits of using influencers in marketing, if not done with the right knowledge, it will lead to negative consequences for business and brand. Finally, in line with the research results, suggestions for the correct and appropriate use of influencers in marketing are presented.

کلیدواژه‌ها [English]

  • Influencers
  • Influencer Marketing
  • Digital Marketing
  • Social Media
  • Meta-synthesis Method

مراجع

  1. Algharabat, R., Rana, N. P., Alalwan, A. A., Baabdullah, A., & Gupta, A. (2020). Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media. Journal of Retailing and Consumer Services, 53.
  2. Argyris, Y. A., Wang, Z., Kim, Y., & Yin, Z. (2020). The effects of visual congruence on increasing consumers’ brand engagement: An empirical investigation of influencer marketing on Instagram using deep-learning algorithms for automatic image classification. Computers in Human Behavior, 112, 106443.
  3. Bakker, D. (2018). Conceptualising influencer marketing. Journal of Emerging Trends in Marketing and Management, 1(1), 79–87.
  4. Biaudet, S. (2017). Influencer marketing as a marketing tool: The process of creating an Influencer Marketing Campaign on Instagram.
  5. Boerman, S. C., & Muller, C. M. (2021). Understanding which cues people use to identify influencer marketing on Instagram: an eye tracking study and experiment. International Journal of Advertising, 1–24.
  6. Boo, H.-W. (2008). A meta-synthesis of emergency network management strategies and analysis of Hurricane Katrina. Virginia Tech.
  7. Campbell, C., & Farrell, J. R. (2020). More than meets the eye: The functional components underlying influencer marketing. Business Horizons, 63(4), 469–479.
  8. Casaló, L. V, Flavián, C., & Ibáñez-Sánchez, S. (2020). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research, 117, 510–519.
  9. Černikovaitė, M. (2019). The impact of Influencer marketing on consumer buying behavior in social networks. International Scientific Conference „Contemporary Issues in Business, Management and Economics Engineering".
  10. Childers, C. C., Lemon, L. L., & Hoy, M. G. (2019). # Sponsored# Ad: Agency perspective on influencer marketing campaigns. Journal of Current Issues & Research in Advertising, 40(3), 258–274.
  11. Chopra, A., Avhad, V., & Jaju, and S. (2021). Influencer Marketing: An Exploratory Study to Identify Antecedents of Consumer Behavior of Millennial. Business Perspectives and Research, 19(1), 77-91.
  12. Coco, S. L., & Eckert, S. (2020). # sponsored: Consumer insights on social media influencer marketing. Public Relations Inquiry, 9(2), 177–194.
  13. Daniel, A. (2020). Influencer marketing and the perception of consumers. Bachelor Thesis TURKU UNIVERSITY OF APPLIED SCIENCES.
  14. Djafarova, E., & Bowes, T. (2021). ‘Instagram made Me buy it’: Generation Z impulse purchases in fashion industry. Journal of Retailing and Consumer Services, 59, 102345.
  15. Djafarova, E., & Trofimenko, O. (2019). ‘Instafamous’–credibility and self[1]presentation of micro-celebrities on social media. Information, Communication & Society, 22(10), 1432–1446.
  16. Francisco, E., Fardos, N., Bhatt, A., & Bizel, G. (2021). Impact of the COVID-19 Pandemic on Instagram and Influencer Marketing. International Journal of Marketing Studies, 13(2).
  17. Geng, R., Wang, S., Chen, X., Song, D., & Yu, J. (2020). Content marketing in e-commerce platforms in the internet celebrity economy. Industrial Management & Data Systems.
  18. Ghaffar, A. (2020). Influencer marketing: success factors. Master Thesis, Copenhagen Business School.
  19. Ghaphery, C. (2021). Influencers in Digital Marketing: The Impact of Instagram Influencers in Brand Communication.
  20. Gholami, M., Islami, Q. And Rahimnia, f. (2021). Investigating the effect of influencing people on the intention to buy Instagram users due to benign jealousy, the Second International Conference on Challenges and New Solutions in Industrial Engineering and Management. Tehran.
  21. Gupta, Y., Agarwal, S., & Singh, P. B. (2020). To Study the Impact of Instafamous Celebrities on Consumer Buying Behavior. Academy of Marketing Studies Journal, 24(2), 1–13.
  22. Haenlein, M., Anadol, E., Farnsworth, T., Hugo, H., Hunichen, J., & Welte, D. (2020). Navigating the New Era of Influencer Marketing: How to be Successful on Instagram, TikTok, & Co. California Management Review, 63(1), 5–25.
  23. Jaitly, R. C., & Gautam, O. (2021). Impact of social media influencers on customer engagement and brand perception. International Journal of Internet Marketing and Advertising, 15(2), 220–242.
  24. Jayasinghe, D. T. (2021). Social Media and Influencer Marketing Strategies: A conceptual Review on Contemporary Applications. GSJ, 9(3).
  25. Jílková, P. (2018). Social Media Influencer Marketing in Context of Event Marketing Strategy. Of Business Economics, Management and Marketing 2018, 115.
  26. Jin, S. V., Muqaddam, A., & Ryu, E. (2019). Instafamous and social media influencer marketing. Marketing Intelligence & Planning.
  27. Kantamaa, E. (2020). Communicating destination brands through social media influencers: implementing influencer marketing for destinations.
  28. Kapitan, S., van Esch, P., Soma, V., & Kietzmann, J. (2021). Influencer Marketing and Authenticity in Content Creation. Australasian Marketing Journal, 18393349211011172.
  29. Kemp, A., Randon McDougal, E., & Syrdal, H. (2019). The matchmaking activity: An experiential learning exercise on influencer marketing for the digital marketing classroom. Journal of Marketing Education, 41(2), 141–153.
  30. Khanlari, A., Keimasi, M., torkestani, M., & Yaghoubianm I. (2019). Providing a choice Behavior Model for Luxury Consumers in Iran’s Cosmetic’s Market. Women in development and politics, 17(1), 1-25. (in persian).
  31. Kibby, M. (2020). Instafamous: Social Media Influencers and Australian Beaches. In Writing the Australian Beach (pp. 57–70). Springer.
  32. Kim, D. Y., & Kim, H.-Y. (2021). Trust me, trust me not: A nuanced view of influencer marketing on social media. Journal of Business Research, 134, 223–232.
  33. Kim, J., Kang, S., & Lee, K. H. (2021). Evolution of digital marketing communication: Bibliometric analysis and network visualization from key articles. Journal of Business Research, 130, 552–563.
  34. Ko, E. (2019). Bridging Asia and the world: Global platform for the Interface between marketing and management. Elsevier.
  35. Krippendorff, K. (2004). Content analysis: An introduction to its methodology. Sage publications.
  36. Lee, P.-Y., Koseoglu, M. A., Qi, L., Liu, E.-C., & King, B. (2021). The sway of influencer marketing: Evidence from a restaurant group. International Journal of Hospitality Management, 98, 103022.
  37. Leeflang, P. S. H., Verhoef, P. C., Dahlström, P., & Freundt, T. (2014). Challenges and solutions for marketing in a digital era. European Management Journal, 32(1), 1–12.
  38. Lin, C. A., Crowe, J., Pierre, L., & Lee, Y. (2021). Effects of Parasocial Interaction with an Instafamous Influencer on Brand Attitudes and Purchase Intentions. The Journal of Social Media in Society, 10(1), 55–78.
  39. Lou, C., & Yuan, S. (2019). Influencer marketing: how message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58–73.
  40. Manian, A., & Ronaghi, M. (2015). A Comprehensive Framework for E-marketing Implementation by Meta-Synthesis Method, Journal of business management, 7(4), 901-920. (in persian).
  41. Moghaddasi, A., Bananejad, M., & Motameni, A. (2020). The impact of influencer marketing on developing brand loyalty by engaging Ccustomers in E[1] Fifth international conference on modern management and accounting studies in Iran. (in persian).
  42. Nafees, L., Cook, C. M., Nikolov, A. N., & Stoddard, J. E. (2021). Can social media influencer (SMI) power influence consumer brand attitudes? The mediating role of perceived SMI credibility. Digital Business, 1(2), 100008.
  43. Naghizadeh, R., Elahi, E., Manteghi, M., & Ghazinoory, S. (2015). Meta[1]synthesis of the Regional Innovation Models: A Review from 1990-2013, Innovation Managemnet Journal, 3(4), 25-56. (in persian).
  44. Padmanabhan, A. (2019). Influence, or get influenced!: A systematic literature review on the effect of influencers, product-related content and sponsorship disclosure on purchase intention. University of Twente.
  45. Pick, M. (2020). Psychological ownership in social media influencer marketing. European Business Review, 33(1).
  46. Pimpiset, P. (2020). Influencer marketing strategy: the norm of digitalization in Thailand. PalArch’s Journal of Archaeology of Egypt/Egyptology, 17(6), 12533–12546.
  47. Pöyry, E., Pelkonen, M., Naumanen, E., & Laaksonen, S.-M. (2019). A Call for authenticity: Audience responses to social media influencer endorsements in strategic communication. International Journal of Strategic Communication, 13(4), 336–351.
  48. Pourbahman, M., & Razeghi, B. (2019). The role of digital word-of-mouth advertising on social networks (Instagram). National Conference on Futurology, Management and Sustainable Development, Tehran. (in persian).
  49. Ravanetti, A. (2020). Influencer: An entrepreneurial view. An analysis of the actual value for brands and future regulatory evolutions.
  50. Reinikainen, H., Munnukka, J., Maity, D., & Luoma-aho, V. (2020). ‘You really are a great big sister’–parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing. Journal of Marketing Management, 36(3–4), 279–298.
  51. Sandelowski, M., & Barroso, J. (2003). Toward a metasynthesis of qualitative findings on motherhood in HIV‐positive women. Research in Nursing & Health, 26(2), 153–170.
  52. Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit. International Journal of Advertising, 39(2), 258–281.
  53. Sun, J., Leung, X. Y., & Bai, B. (2021). How social media influencer’s event endorsement changes attitudes of followers: the moderating effect of followers’ gender. International Journal of Contemporary Hospitality Management.
  54. Theocharis, D., & Papaioannou, E. (2020). Consumers’ responses on the emergence of influencer marketing in Greek market place. International Journal of Technology Marketing, 14(3), 283–304.
  55. Torkestani, M., & Salehi, M. (2019). Criteria for identifying influencers in social media marketing. The Second National Conference on New Thoughts in Business Management, Tehran. (in persian).
  56. van Reijmersdal, E. A., Rozendaal, E., Hudders, L., Vanwesenbeeck, I., Cauberghe, V., & van Berlo, Z. M. C. (2020). Effects of disclosing influencer marketing in videos: An eye tracking study among children in early adolescence. Journal of Interactive Marketing, 49, 94–106.
  57. Vrontis, D., Makrides, A., Christofi, M., & Thrassou, A. (2021). Social media influencer marketing: A systematic review, integrative framework and future research agenda. International Journal of Consumer Studies.
  58. Woods, S. (2016). # Sponsored: The emergence of influencer marketing. Chancellor’s Honors Program Projects.
  59. Woodside, A. G., & Bernal Mir, P. (2019). Clicks and purchase effects of an embedded, social-media, platform endorsement in internet advertising. Journal of Global Scholars of Marketing Science, 29(3), 343–357.
  60. Xiao, M., Wang, R., & Chan-Olmsted, S. (2018). Factors affecting YouTube influencer marketing credibility: a heuristic-systematic model. Journal of Media Business Studies, 15(3), 188–213.
  61. Ye, G., Hudders, L., De Jans, S., & De Veirman, M. (2021). The value of influencer Marketing for business: A bibliometric analysis and managerial implications. Journal of Advertising, 50(2), 1–19

فایل ها

سابقه مقاله

  • تاریخ دریافت: 17 مهر 1400
  • تاریخ بازنگری: 30 بهمن 1400
  • تاریخ پذیرش: 01 اسفند 1400

هم رسانی

ارجاع به این مقاله

آمار