Influencer Behavior in Social Media Marketing: Developing and Validating a New Model

Document Type : Research Paper

Authors

Department of Business Management, Birjand Branch, Islamic Azad University, Birjand, Iran

Abstract

This research was aimed at develop and validate an influencer behavior model in social media marketing. The statistical population in the qualitative section consisted of Academic and organizational experts including social media marketing experts. A sample of qualitative sample was used for purposeful sampling and in a small part of the compilation sampling. The data collection tool was interviewed in the qualitative section and in the quantitative section the questionnaire was used. Data were analyzed using confirmatory statistical analysis. The results identified 17 components and 90 indicators that 4 components of influencing the behavior of influencers in social media marketing. Finally, the research model consisting of influential and influential factors was presented and its degree of appropriateness was appropriate.

Keywords


 

COPYRIGHTS

©2021 The author(s). This is an open access article distributed under the terms of the Creative Commons Attribution (CC BY 4.0), which permits unrestricted use, distribution, and reproduction in any medium, as long as the original authors and source are cited. No permission is required from the authors or the publishers.

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