نوع مقاله : مقاله پژوهشی
نویسندگان
1 . استادیار گروه مدیریت بازرگانی، دانشکده مدیریت، دانشکدگان فارابی دانشگاه تهران، تهران، ایران.
2 استاد گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران.
3 . کارشناس ارشد مدیریت رسانه، دانشکده مدیریت، دانشگاه تهران، تهران، ایران.
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Brands' collaboration with influencers or influential people can be part of their marketing plan. A sector that has gained a special place for sales and marketing managers in recent years. Also, with the growth of social networks, especially Instagram, the customer buying process has changed. Influencers have achieved an important position in this process and can have a direct impact on a brand's sales process. The purpose of this study is to test the effect of famous Instagram influencers (Instafamos) on consumers' evaluation of clothing and fashion brands. This study is positivist in terms of research philosophy and survey in terms of research strategy. Data were collected using a standard questionnaire and through convenience sampling and by conducting an online survey. A total of 610 followers completed and returned the questionnaire in full. Data analysis was performed using structural equation modeling using partial least squares. The results showed that consumers exposed to brand posts from Instagram celebrities perceive the source as trustworthy, display a positive attitude towards the endorsed brand, feel a strong social presence, and feel envy towards the source. Finally, managerial implications for social media marketing and Instagram influencer-based branding are presented.
کلیدواژه‌ها [English]
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