جستجوی مقالات مرتبط با کلیدواژه « Influencer » در نشریات گروه « علوم انسانی »

The purpose of this study is to identify and analyze the factors affecting the success of bloggers in selling products and services through social networks and online communication. The structural equation approach as a powerful analytical tool provides the possibility of modeling complex and multivariate relationships. The results of this research can help to develop digital marketing strategies and increase sales efficiency of bloggers in social networks. Also, this study can be a starting point for further research in this field and help to identify the opportunities and challenges of this field. The research method of this research is practical in terms of purpose and quantitative in nature. Data was collected using a researcher-made questionnaire among 384 Instagram social network influencers, and the obtained model was finally confirmed using structural equation analysis with the help of SMART PLS software third version. The results obtained from this research can be used in most brands and personal or company online stores that are interested in selling on social networks.

This article examines the role of medical influencers on the social network Instagram in the development of social participation in the demand for the Corona vaccine. During crises, the influence of celebrities and social media influencers can be used in order to inform, educate and also the social participation of citizens. Social networks, especially the Instagram social network, played an important role in informing, educating and encouraging citizens in the process of social participation in order to demand a vaccine during the outbreak of the Covid-19 disease. The social network Instagram with its many features has provided the field of social participation of medical influencers in various formats. This article tries to explain the social participation of influencers by using theories such as: online participation, two-step flow of communication, social influence theory and also the theory of trans-social interaction. The research method used in this article is network ethnography. Sampling of this research has been done in a purposeful way and it has been tried to collect information through online observation and interpretation of content produced by influencers in the field of medicine.The results of this research show that the Instagram social network, due to its infrastructural capabilities and features, provides the social participation of medical influencers in the form of the facilities of this social network, and the audience interacts with medical influencers under the influence of their persuasion. They focus their attitude towards this group and play an important role in social participation to demand the corona vaccine.

Created on a social network basis, Instagram pages effectively contribute to shaping our mental perception regarding various topics. On the other hand, those Instagram pages dedicated to travel have highly been welcomed by viewers in recent years. Actually, the representations made by the relevant influences concerning the travel process, travel destination, and travel meaning construct some explicit and implicit meanings. Therefore, this study sought to identify the semantic system governing the popular Instagram pages of travel influencers. The conceptual framework of the study is based on John Fisk's semiotic approach and his social reality codes, including social reality, representational reality, and ideological reality. Social reality codes address physical characteristics such as speech, environment, and clothing. Moreover, representational reality codes deal with the sender's creative power, including framing, colors, companionship and substitution, and characterization. Finally, ideological reality codes examine the concept that gives coherence to such categories. The findings of the study indicated that naturalism, intimacy, liberation in social relations and individual lifestyle, availability and ease of travel, charm-seeking, desire for freedom, travel as a lifestyle, and responsible travel are the pivotal values represented by travel influencers at the level of ideological codes, representing such a special type of tourism that seeks changes in daily routines, acquisition of new experiences, the quest for authenticity, and returning to the true self. This travel style represents a conscious or non-conscious effort against the homogenization of the modern world and a kind of resistance against daily routines, rationalization, and social order.

The aim of this research is to conceptualize and validate "professional ethics" among social media influencers. This study is positioned in the exploratory phase of the interpretive model paradigm and the confirmatory phase of the positivist model, and it is practical in terms of its objective.

The research approach is mixed-Method and the strategy used in that analysis is thematic. In the qualitative part, using semi-structured and in-depth qualitative interviews with 14 scientific and executive experts and its analysis in MAXQDA software, the indicators and components of professional ethics of influential people were identified. Then, in the quantitative section, the relevant model was tested using the interpretive structural approach (ISM) and the relationships between themes were analyzed using MICMAC analysis

Based on the results obtained from the research, 8 components and 39 indicators were identified and validated for this purpose.

Since the factors determined as outputs in the final iterations will have a greater impact from an ISM perspective, the components "c4: professional commitment" and "c8: respect for global values, beliefs, and convictions" will have a more significant influence.

Advertising, as one of the most important marketing tools in the world, has always played an important role in the world of trade and economic exchanges. Advertising, which is one of the methods of attracting customers and increasing sales, has been used in the business industry for a long time, but like social phenomena, it has undergone changes in the form and type of use. Digital marketing, which is one of the new forms of marketing, seeks to attract and retain customers by using digital tools. The increasing growth of the digital space has made digital marketing as a popular and effective method of attracting audiences and increasing sales. The high prevalence of social networks forced governments to enter and systematize this emerging phenomenon. One of the types of government intervention in the regulation of social networks is imposing taxes on people who earn through advertising on this platform. In Iran, for the first time in the general budget act - 2021, this issue has been brought to the attention of the legislator. This paper aims to examine the basics of this type of tax, as well as the relevant laws and regulations of Iran.This article has used the library method to compile and review the basics of advertising tax in social networks. The authors analyzed and criticized the laws and regulations related to this type of tax in Iran and identified the existing challenges. The results of the research indicate that flaws in the relevant regulations will cause the government to fail in achieving the intended goals.

The final goal of the current research was to present the blogging model of sales in social networks. The review of research literature shows that sales blogging is used as a type of marketing strategy in the field of e-commerce and online sales. This method is composed of the combination of the words "blogging" which refers to the activity of creating content and writing content in a blog, and "selling" which refers to the promotion and supply of products and services to the targeted through different channels. In this How a person or company selling their goods or services uses blogs as an effective tool to provide interesting and useful content about their products or services. The research method of this research is descriptive in terms of purpose and qualitative in nature. In this research, with the help of database tools, the 5-factor model of Strauss and Corbin (1998) was extracted using semi-structured interviews with experts until the saturation limit was reached, which included 542 codes in the form of 35 subcategories and five main categories. The results obtained from this research can be used in most brands and personal or company online stores that are interested in selling on social networks.

The purpose of this research is to investigate the effect of social media influencer characteristics of sports stores on customer loyalty with the mediating role of perceived friendship.

This research was descriptive-causal and applied. The statistical population of the research is all the buyers of sports goods online store, and due to the unlimited population, the number of sample members was considered to be 384 people using the probability sampling method and the Cochran formula. The data collection tool in this study is a questionnaire. Cronbach's alpha coefficient for the reliability of the whole questionnaire was 0.926. Data analysis was done in two descriptive and inferential parts with SPSS and AMOS software. We also used structural equations in this research.

The results of the hypothesis test indicate that perceived friendship has a direct effect on brand loyalty. Also, the independent variable characteristic of social media influencers (similarity of interest, frequency of interaction and online content production) has a direct and indirect effect on customer loyalty to the brand as a dependent variable.

The results of the research findings can create a new perspective on the influence of media influencers and virtual networks on the level of customer loyalty to sports goods stores in the research literature and to the businesses that Increasing sales and profitability are looking for help from these people to increase the loyalty and trust of customers, and also, people interested in research in this field can help.

In recent years, due to the increase in the use of influencers to introduce and promote products and services for companies, influencer marketing has been widely considered as an important and effective advertising tool. On the other hand, with the significant growth of social media among Internet users across the globe. For an instance, Instagram is used as one of the most popular social media in Iran as an advertising tool to increase access to consumers. But the most important issue is the selection of the most appropriate influencers by companies to send their advertising messages to their audience. As a result, companies need to consider some criteria to make the right choice in this regard. The purpose of this study is to identify and prioritize the characteristics of the right influencers active in the food industry to advertise products on Instagram as a social media platform.

The present study is applied in terms of purpose and uses a mixed method approach consisting of two phases. In the first stage, through doing library research, reviewing the available literature and conducting semi-structured interviews with seven experts in the field of food industry, the factors that play a pivotal role in selecting the right influencers were identified. Then, in the second stage, the identified indicators were prioritized and weighted by experts through the Full Consistency Method (FUCOM) questionnaire. Finally, Lingo and Excel software were used to prioritize the solutions identified in the previous step.

The findings of the present study could identify the most appropriate indicators for selecting the right influencers on Instagram, which were classified into two main categories. The first category was related to the content of the influencers’ pages on the platform i.e. number of the followers, comments of the users, reaching followers, previous experiences on the rate of return on investment, topic distribution, and topic engagement rate. The second category included the personal characteristics of the influencers i.e. brand congruence with the influencer, congruence between the audience and the influencer, influencer reputation, honesty and credibility of the influencer and the influencer expertise. Prioritization of these indicators indicated that “the rate of user involvement with the subject” and “reputation of the influencer” are the most important indicators, and “brand congruence with the influencer” and “the number of followers” are the least important indicators identified for choosing an influencer for the food industry.

According to the results of the FUCOM analysis among the identified indicators, ‘’topic engagement rate’’ is the most important indicator in the influencer page features category and ‘’influencer reputation’’ is the most important indicator in the influencer personal characteristics category. In order to achieve maximum efficiency in the field of influencer marketing, companies need to consider these indicators for evaluating influencers to select the appropriate ones.

Instagram is an example of social media that has managed to provide a system engagement for active users in content production. User innovation in content production has led to the emergence of new types of content on Instagram, so studying the content-generating relationships in Instagram seems necessary. The purpose of this study is to provide a description of the relevant factors in shaping User-generated content with emphasis on the relationship between the Influencer and the Followers. In this study, the descriptive method was used and the required information was collected by three focus group meetings with active users of Instagram and analyzed by thematic analysis technique. After coding the information, 11 main categories related to user production were identified, and these categories were formulated around the focal category of Collective participation of content production.Rotational Cycle of Care from Followers to Influencers and Vice Versa, it has led to the production and redistribution of products that generate revenue, whether from influencer or by regular Instagram users, which are always in the constant imbalance between the user and the owner of the Instagram. Each user is a tool to maintain their Instagram.After coding the elements influencing user-generated content among Iranian users, 12 main categories had identified that ultimately lead to the maintenance of the Instagram network, and were formulated around the Rotational cycle of care from followers to influencers and vice versa.

In the last decade, the use of influencers is one of the most effective ways to verify products and services. The present study aimed the effects of dimensions of social media influencers on online purchase intention with emphasis on the mediating role of attitude toward the advertisement and brand. The statistical population consists of followers of leather clothing pages, 200 of whom were selected as the sample using the non-random sampling method. To collect the data, a questionnaire was used. The hypotheses were tested with the structural equation modelling (SEM) technique based on the partial least squares (PLS) method. The findings revealed that all the characteristics of influencers had a significant effect on the online purchase intention. Although attitude toward advertising had a significant effect on online purchase intention, attitude toward brand did not have a significant effect on online purchase intention. The results showed a significant effect of familiarity, trust, and likeability characteristics on online purchase intention through the mediating role of attitude toward advertising

Influencers, through their posts on social media, are the online thoughts leader that influences the behavior and decision-making process of the masses. Many Instagram influencers are now women. The image that they present as women is an influential image of femininity. This research seeks to analyze the femininity displayed on Instagram. For this purpose, the pages of four Iranian women influencers were selected as a sample and the posts of these pages were analyzed using the social semiotics of the image of Cress and Van Livon. The research results show that four different types of representation of femininity can be seen in these pages: "modern bodily femininity", "traditional femininity with a new form", "anti dominant femininity " and "femininity in public space". These types have commonalities as well as obvious differences with each other. They pay attention to the two categories of "female body" and "traditional female roles" and their representations form around these two categories. The female body and female roles are influenced by two processes of commercialization and socialization, one influenced by the capitalist discourse and the other by the feminist discourse. Also, in all the types of femininity displayed, religious discourse is either completely rejected or ignored.

Considering the fundamental role of values ​​as one of the dimensions of social-capital, the undeniable effect of shared-values ​​on social-capital, and the importance of networks and social norms in it, the purpose of this study is to answer these questions: “What are the values ​​that influencers most commonly disseminate in their target communities using their high social-capital?”, “Which values ​​are most desirable in their target communities?” and “Have they been successful in developing shared-values with their audience?” We also examined the role of context in value system prioritization. This research was conducted in the context of Instagram social network. The sample consisted of 240 Instagram posts that were extracted by non-probability purposive sampling method. First, eight influencers with the highest social-capital were selected, their posts during 3 years were reviewed, and their top 10 posts each year (in terms of desirability for the audience, determined based on the Likes) were selected. This field-based research is qualitative in terms of data type, exploratory in terms of certainty, and applied in terms of findings. It is unique in social-capital studies as it focuses on values ​​as one of the dimensions of social capital and examines the shared-values ​​that play a key role in increasing social-capital. It has also achieved valuable and practical results about the most common values that domestic and foreign influencers with the most social-capital have disseminated, as well as the priority of desirable values in these societies. It has also found that influencers have largely failed to develop shared-values with their target communities. Finally, it has been shown that the value system is different in different societies.

Instagram is one of the most popular social networks that can be a factor in changing lifestyle. This is more evident on celebrity Instagram pages, such as influorescents,which portray a life of luxury. The present study addresses the fact that despite the different attitudes of the audience, most users on Instagram have a great tendency to represent themselves and to represent life in luxury. In this study, using semantics, based on representation theory, videos shared on instagram pages of four Iranian influencers with an average of between 630Thousands and 4million followers over a five-month period from 1 June to 20 December 2018, were chosen. The results of this study show that the representations of the luxurious lifestyle in Instagram, Includes the four domains of "Location and housing", "Leisure and fun", "brand personal belongings (clothing, earphones, wrist watch ...)", "car", "body management" and "personal relationships". Relaxation, satisfaction, narcissism, tenacity, attractiveness and power are emotions that make luxury life a positive and enjoyable target audience.

In this research, through identifying the components of what is called “Iranian Twitter”, we tried to identify and evaluate the patterns Iranian Twitter users are affected by the political attitudes of the Iranian Twitter Influencers.

In this study we decided to analyze the data on the communication networks between users and Influencers. The steps we took to answer the three questions of research were as follows: We identified the Iranian Twitter Influencers using snowball sampling. Then, by reviewing the pages of the influencers one by one, we recorded their characteristics in our list. Then, we collected the information about the communication network between the influencers, and used that as input for Gephi software. Finally, we calculated each group of users attributed to each political attitude, how much expose themselves to influencers with different political attitudes, on average.

two-fifths of Principality users are considered to be fanatic users. A fanatic user is a person who follows more than 70% of the influencers  and has the same political attitude. In fact, the fanatic user is one who is often exposed to one type of political attitude and is less inclined to be exposed to different opinions. Only 1% of transformationalist users were fanatic users. On average, 56% of the influencers followed by a reformist user with reformist attitudes. Also, transformationalist users are more likely to follow non-political influencers (44%) than to follow transformationalist influencers (33%). The complete isolation of separatists is evident in this table, as they have no share in the influencers followed by reformist, transformationalist, and principalist users, and only 1% of the them are followed by subversives supported the separation of Iran. Further, 64% of  influencers are also followed by principalist users tended to be principalist.

The results showed that although none of the political attitudes in Iranian Twitter have significant superiority to others, a significant proportion of users who favored a political attitude, displayed little tendency to be exposed to different political messages. Another important point is that online social networks should not necessarily be seen as a tool for organizing movements or revolutions. Influencers of online social networks affect attitudes of ordinary users by the contents that they publish constantly in long term. The continuous and daily influence of these new media in shaping the lifestyle, habits and attitudes of users is also important. If we do not understand the important role the online social networks could play in daily lives of users, we could not understand how they influence in political contexts.