نوع مقاله : علمی
کلیدواژهها
موضوعات
عنوان مقاله English
نویسندگان English
Due to the increasing impact of influencer marketing, this research, using the capacity of the country's national media as well as Instagram social media, has addressed the impact of influencers on the audience of the digital publishing industry with a netnography approach.The present study sought to answer the question of how influencers in the cultural field of the country can use the capacity of radio and television to introduce and become an influencer and then use Instagram social media in the form of posts on personal pages to affect users and cause Promote the culture of reading and subsequently the prosperity of the publishing industry.
The study approach of this research is qualitative and exploratory in nature. The statistical sample includes 30 users of physical books, digital books, podcasts and audio readers who have commented on the products introduced by influencers on Instagram in the comments below. The research has been identified and analyzed from the qualitative Netnography research method of customers and their feedback on the introduced titles.The results of this study indicate the important role of influencers by presenting a model, the importance of influential factors and analysis of strategies for the prosperity of book reading culture and subsequently the publishing industry using the capacities of radio and television. In fact, the findings of this study indicate that gaining trust is before advertising, and trust must first be created in "influencer marketing" in order to persuade the audience / user to use a product by advertising it.
کلیدواژهها English
Ahmad, I. (2018). The Influencer Marketing Revolution. Social Media Today, February 16, https://www.socialmediatoday.com/news/the-influencer-market-ing-revolution-infographic/517146/.(In Persian)
Ahmad, I. (2018). The Influencer Marketing Revolution. Social Media Today, February 16, https:// www.socialmediatoday.com/news/the-influencer-market- ing-revolution-infographic/517146/.
Aine Masoumeh and Azami Mohsen and Jalilian, Hamid Reza. (2017). Identifying effective factors on social media marketing activities through consumer understanding of customers' purchase intentions, 4th International Conference on Management, Entrepreneurship and Economic Development, Takestan. (In Persian)
Bahrami Hamidreza, Kanaani Kashani Ali, Tahmasabi Gholamreza. (2012). The effect of communication marketing strategies on increasing satisfaction, trust and electronic loyalty of Saman Bank customers in the process of providing internet services. Organizational Resource Management Research Quarterly, 3(1), 1-21. (In Persian)
Baranow, R. (2019). The impact of influencer marketing in the fitness industry on consumers’ trust. Bachelor Thesis for Obtaining the Degree Bachelor of Science in Interactive Marketing, Vieena university. (In Persian)
Baranow, R. (2019). The impact of influencer marketing in the fitness industry on consumers’ trust. Bachelor Thesis for Obtaining the Degree Bachelor of Science in Interactive Marketing, Vieena university.
Brix, H.J. (editor) (2006). Encyclopedya of Anthropology, Thousand Oaks, California: Sage Publications. (In Persian)
Brix, H.J. (editor) (2006). Encyclopedya of Anthropology, Thousand Oaks, California: Sage Publications.
Clarke, L. (2018). The Impact that Instagram Influencer’s have on Customer Purchase Decisions., from https://www.surveymonkey.co.uk/r/6C79RB5. (In Persian)
Clarke, L. (2018). The Impact that Instagram Influencer’s have on Customer Purchase Decisions., from https://www.surveymonkey.co.uk/r/6C79RB5.
Coco, s. L., and Stine Eckert. (2020). Consumer insights on social media influencer marketing. Public Relations Inquiry, Article reuse guidelines: sagepub.com/journals-permissions DOI: 10.1177/2046147X20920816 journals.sagepub.com/home/pri. (In Persian)
Coco, s. L., and Stine Eckert. (2020). Consumer insights on social media influencer marketing. Public Relations Inquiry, Article reuse guidelines: sagepub.com/journals-permissions DOI: 10.1177/2046147X20920816 journals.sagepub.com/home/pri.
Dehghan Arash, Taghi Pourian Mohammad Javad, Nazarpour Soheila, Gorji Marzieh. (2019). Analysis of marketing factors affecting the willingness to choose a hospital brand. Healthcare Management Quarterly, 11(1), 19-34. (In Persian)
Djafarova, E., and Chloe Rushworth. (2017). Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68 (1): 1-7. (In Persian)
Djafarova, E., and Chloe Rushworth. (2017). Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68 (1): 1-7.
Esch, P., Arli, D., Castner, J., Talukdar, N., Northey, G. (2018). Consumer attitudes towards bloggers and paid blog advertisements: what’s new?. Marketing Intelligence & Planning, 36(7), 778-793.
Esch, P., Arli, D., Castner, J., Talukdar, N., Northey, G. (2018). Consumer attitudes towards bloggers and paid blog advertisements: what’s new?. Marketing Intelligence & Planning, 36(7), 778-793.
Feridouni Azadeh and Kazemi Fathullah. (2016). The effect of marketing strategy, perceived risk and trust, on the online shopping behavior of customers, the third international conference on management and industrial engineering, Tehran. (In Persian)
Ghafourian Amir, Daneshmand Behnaz and Behbodi Omid. (2016). The effect of social network marketing on brand loyalty and consumer purchase intention. Modern Marketing Research, 7(3), 190-175. (In Persian)
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., and Singh, Rahul, (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833-5841. (In Persian)
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., and Singh, Rahul, (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833-5841.
Hedayatpour Priya, Manouchehri Jasem, Sohaili Behzad. (2019). The effect of Facebook marketing on customer satisfaction of sports products. Interdisciplinary Communication and Media Studies, 3(3), 157-177. (In Persian)
Jahormi Hossein Basiriyan, Nemati Anarki Davood, Eftekhari Zain Sadat (1400), the effect of cinematic Instagram pages on watching movies among their followers, New Media Studies Quarterly,7th year, second period, number 11, (26 consecutively) 27 (spring and summer 1400. (In Persian)
Joseph, Rojers P. (2010).The impact of digital technology on publishing business models: Revisiting the strategic Paradigm: Globelics 2010 8th International Conference: Making Innovation Work for Society: Linking, leveraging, and Learning, 1-3 November 2010 university of Malaya, Kuala Lumpur, Malaysia. (In Persian)
Joseph, Rojers P. (2010).The impact of digital technology on publishing business models: Revisiting the strategic Paradigm: Globelics 2010 8th International Conference: Making Innovation Work for Society: Linking, leveraging, and Learning, 1-3 November 2010 university of Malaya, Kuala Lumpur, Malaysia.
Khademi Maryam and Bahiraei Farzad. (2012). Publishers and book readers facing postmodern publishing. Kitab Mehr Quarterly, 8(1), 102-126. (In Persian)
Kozinets, R.V. (2002). The field behind the screen: using netnography for marketing research in online communities. Journal of Marketing Research, 39(1), 61 -72. (In Persian)
Kozinets, R.V. (2002). The field behind the screen: using netnography for marketing research in online communities. Journal of Marketing Research, 39(1), 61 -72.
Milheiro da Costa, I. (2019). The Impact of Influencer Marketing Consumer Purchase Intentions and Brand Attitude: The Instagrammers. Dissertation submitted as partial requirement for the conferral of Master’s in marketing. Iscte Business School. (In Persian)
Milheiro da Costa, I. (2019). The Impact of Influencer Marketing Consumer Purchase Intentions and Brand Attitude: The Instagrammers. Dissertation submitted as partial requirement for the conferral of Master’s in marketing. Iscte Business School.
Nafees, L., Cook, C. M., and Stoddard James E. (2020). The Impact of the Social Media Influencer Power on Consumer Attitudes toward the Brand: The Mediating/Moderating Role of Social Media Influencer Source Credibility. Atlantic Marketing Journal, 9(1). Available at: https://digitalcommons.kennesaw.edu/amj/vol9/iss1/3. (In Persian)
Nafees, L., Cook, C. M., and Stoddard James E. (2020). The Impact of the Social Media Influencer Power on Consumer Attitudes toward the Brand: The Mediating/Moderating Role of Social Media Influencer Source Credibility. Atlantic Marketing Journal, 9(1). Available at: https://digitalcommons.kennesaw.edu/amj/vol9/iss1/3.
Nik Bakhsh Mersedeh, Kia Ali Asghar (1400). Network Ethnography of Iranian Instagrammers' Lifestyle , New Media Studies Quarterly ,7th Year, 2nd Period, Number 11, (consecutively 26 and 27), Spring and Summer 1400. (In Persian)
Ong Y.X., Ito N. (2019) “I Want to Go There Too!” Evaluating Social Media Influencer Marketing Effectiveness: A Case Study of Hokkaido’s DMO. In: Pesonen J., Neidhardt J. (eds). Information and Communication Technologies in Tourism. Springer, Cham. https://doi.org/10.1007/978-3-030-05940-8_11. (In Persian)Santiago, J. K., Magueta, D., and Cataria Dias. (2020). Consumer Attitudes Towards Fashion Influencers On Instagram: Impact Of Perceptions And Online Trust On Purchase Intention. Issues in Information Systems, 21(1): 105-117. (In Persian)
Ong Y.X., Ito N. (2019) “I Want to Go There Too!” Evaluating Social Media Influencer Marketing Effectiveness: A Case Study of Hokkaido’s DMO. In: Pesonen J., Neidhardt J. (eds). Information and Communication Technologies in Tourism. Springer, Cham. https://doi.org/10.1007/978-3-030-05940-8_11.
Rahmanabadi Mehran and Karamian Shaghayegh. (2018). The Impact of Social Media Content Marketing on Customers' Online Purchase Intentions, International Conference on Advances in Management, Business, Economics and Finance. Tehran. (In Persian)
Santiago, J. K., Magueta, D., and Cataria Dias. (2020). Consumer Attitudes Towards Fashion Influencers On Instagram: Impact Of Perceptions And Online Trust On Purchase Intention. Issues in Information Systems, 21(1): 105-117.
Vathouq Farshid, Soleimani Mohtasham and Azam Andalib. (2015). Investigating the effect of content marketing on customer relationship management strategy to improve the level of customer satisfaction in e-business on social networks and websites. The second international web research conference, Tehran. (In Persian)
Xun, J: & Reynolds, J (2010). Applying netnography to market research: The case of the online forum. Journal of Targeting. Measurement and Analysis for Marketing. 18(1). 17-31. (In Persian)
Xun, J: & Reynolds, J (2010). Applying netnography to market research: The case of the online forum. Journal of Targeting. Measurement and Analysis for Marketing. 18(1). 17-31.
:
Ahmad, I. (2018). The Influencer Marketing Revolution. Social Media Today, February 16, https://www.socialmediatoday.com/news/the-influencer-market-ing-revolution-infographic/517146/.(In Persian)
Ahmad, I. (2018). The Influencer Marketing Revolution. Social Media Today, February 16, https:// www.socialmediatoday.com/news/the-influencer-market- ing-revolution-infographic/517146/.
Aine Masoumeh and Azami Mohsen and Jalilian, Hamid Reza. (2017). Identifying effective factors on social media marketing activities through consumer understanding of customers' purchase intentions, 4th International Conference on Management, Entrepreneurship and Economic Development, Takestan. (In Persian)
Bahrami Hamidreza, Kanaani Kashani Ali, Tahmasabi Gholamreza. (2012). The effect of communication marketing strategies on increasing satisfaction, trust and electronic loyalty of Saman Bank customers in the process of providing internet services. Organizational Resource Management Research Quarterly, 3(1), 1-21. (In Persian)
Baranow, R. (2019). The impact of influencer marketing in the fitness industry on consumers’ trust. Bachelor Thesis for Obtaining the Degree Bachelor of Science in Interactive Marketing, Vieena university. (In Persian)
Baranow, R. (2019). The impact of influencer marketing in the fitness industry on consumers’ trust. Bachelor Thesis for Obtaining the Degree Bachelor of Science in Interactive Marketing, Vieena university.
Brix, H.J. (editor) (2006). Encyclopedya of Anthropology, Thousand Oaks, California: Sage Publications. (In Persian)
Brix, H.J. (editor) (2006). Encyclopedya of Anthropology, Thousand Oaks, California: Sage Publications.
Clarke, L. (2018). The Impact that Instagram Influencer’s have on Customer Purchase Decisions., from https://www.surveymonkey.co.uk/r/6C79RB5. (In Persian)
Clarke, L. (2018). The Impact that Instagram Influencer’s have on Customer Purchase Decisions., from https://www.surveymonkey.co.uk/r/6C79RB5.
Coco, s. L., and Stine Eckert. (2020). Consumer insights on social media influencer marketing. Public Relations Inquiry, Article reuse guidelines: sagepub.com/journals-permissions DOI: 10.1177/2046147X20920816 journals.sagepub.com/home/pri. (In Persian)
Coco, s. L., and Stine Eckert. (2020). Consumer insights on social media influencer marketing. Public Relations Inquiry, Article reuse guidelines: sagepub.com/journals-permissions DOI: 10.1177/2046147X20920816 journals.sagepub.com/home/pri.
Dehghan Arash, Taghi Pourian Mohammad Javad, Nazarpour Soheila, Gorji Marzieh. (2019). Analysis of marketing factors affecting the willingness to choose a hospital brand. Healthcare Management Quarterly, 11(1), 19-34. (In Persian)
Djafarova, E., and Chloe Rushworth. (2017). Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68 (1): 1-7. (In Persian)
Djafarova, E., and Chloe Rushworth. (2017). Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68 (1): 1-7.
Esch, P., Arli, D., Castner, J., Talukdar, N., Northey, G. (2018). Consumer attitudes towards bloggers and paid blog advertisements: what’s new?. Marketing Intelligence & Planning, 36(7), 778-793.
Esch, P., Arli, D., Castner, J., Talukdar, N., Northey, G. (2018). Consumer attitudes towards bloggers and paid blog advertisements: what’s new?. Marketing Intelligence & Planning, 36(7), 778-793.
Feridouni Azadeh and Kazemi Fathullah. (2016). The effect of marketing strategy, perceived risk and trust, on the online shopping behavior of customers, the third international conference on management and industrial engineering, Tehran. (In Persian)
Ghafourian Amir, Daneshmand Behnaz and Behbodi Omid. (2016). The effect of social network marketing on brand loyalty and consumer purchase intention. Modern Marketing Research, 7(3), 190-175. (In Persian)
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., and Singh, Rahul, (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833-5841. (In Persian)
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., and Singh, Rahul, (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833-5841.
Hedayatpour Priya, Manouchehri Jasem, Sohaili Behzad. (2019). The effect of Facebook marketing on customer satisfaction of sports products. Interdisciplinary Communication and Media Studies, 3(3), 157-177. (In Persian)
Jahormi Hossein Basiriyan, Nemati Anarki Davood, Eftekhari Zain Sadat (1400), the effect of cinematic Instagram pages on watching movies among their followers, New Media Studies Quarterly,7th year, second period, number 11, (26 consecutively) 27 (spring and summer 1400. (In Persian)
Joseph, Rojers P. (2010).The impact of digital technology on publishing business models: Revisiting the strategic Paradigm: Globelics 2010 8th International Conference: Making Innovation Work for Society: Linking, leveraging, and Learning, 1-3 November 2010 university of Malaya, Kuala Lumpur, Malaysia. (In Persian)
Joseph, Rojers P. (2010).The impact of digital technology on publishing business models: Revisiting the strategic Paradigm: Globelics 2010 8th International Conference: Making Innovation Work for Society: Linking, leveraging, and Learning, 1-3 November 2010 university of Malaya, Kuala Lumpur, Malaysia.
Khademi Maryam and Bahiraei Farzad. (2012). Publishers and book readers facing postmodern publishing. Kitab Mehr Quarterly, 8(1), 102-126. (In Persian)
Kozinets, R.V. (2002). The field behind the screen: using netnography for marketing research in online communities. Journal of Marketing Research, 39(1), 61 -72. (In Persian)
Kozinets, R.V. (2002). The field behind the screen: using netnography for marketing research in online communities. Journal of Marketing Research, 39(1), 61 -72.
Milheiro da Costa, I. (2019). The Impact of Influencer Marketing Consumer Purchase Intentions and Brand Attitude: The Instagrammers. Dissertation submitted as partial requirement for the conferral of Master’s in marketing. Iscte Business School. (In Persian)
Milheiro da Costa, I. (2019). The Impact of Influencer Marketing Consumer Purchase Intentions and Brand Attitude: The Instagrammers. Dissertation submitted as partial requirement for the conferral of Master’s in marketing. Iscte Business School.
Nafees, L., Cook, C. M., and Stoddard James E. (2020). The Impact of the Social Media Influencer Power on Consumer Attitudes toward the Brand: The Mediating/Moderating Role of Social Media Influencer Source Credibility. Atlantic Marketing Journal, 9(1). Available at: https://digitalcommons.kennesaw.edu/amj/vol9/iss1/3. (In Persian)
Nafees, L., Cook, C. M., and Stoddard James E. (2020). The Impact of the Social Media Influencer Power on Consumer Attitudes toward the Brand: The Mediating/Moderating Role of Social Media Influencer Source Credibility. Atlantic Marketing Journal, 9(1). Available at: https://digitalcommons.kennesaw.edu/amj/vol9/iss1/3.
Nik Bakhsh Mersedeh, Kia Ali Asghar (1400). Network Ethnography of Iranian Instagrammers' Lifestyle , New Media Studies Quarterly ,7th Year, 2nd Period, Number 11, (consecutively 26 and 27), Spring and Summer 1400. (In Persian)
Ong Y.X., Ito N. (2019) “I Want to Go There Too!” Evaluating Social Media Influencer Marketing Effectiveness: A Case Study of Hokkaido’s DMO. In: Pesonen J., Neidhardt J. (eds). Information and Communication Technologies in Tourism. Springer, Cham. https://doi.org/10.1007/978-3-030-05940-8_11. (In Persian)Santiago, J. K., Magueta, D., and Cataria Dias. (2020). Consumer Attitudes Towards Fashion Influencers On Instagram: Impact Of Perceptions And Online Trust On Purchase Intention. Issues in Information Systems, 21(1): 105-117. (In Persian)
Ong Y.X., Ito N. (2019) “I Want to Go There Too!” Evaluating Social Media Influencer Marketing Effectiveness: A Case Study of Hokkaido’s DMO. In: Pesonen J., Neidhardt J. (eds). Information and Communication Technologies in Tourism. Springer, Cham. https://doi.org/10.1007/978-3-030-05940-8_11.
Rahmanabadi Mehran and Karamian Shaghayegh. (2018). The Impact of Social Media Content Marketing on Customers' Online Purchase Intentions, International Conference on Advances in Management, Business, Economics and Finance. Tehran. (In Persian)
Santiago, J. K., Magueta, D., and Cataria Dias. (2020). Consumer Attitudes Towards Fashion Influencers On Instagram: Impact Of Perceptions And Online Trust On Purchase Intention. Issues in Information Systems, 21(1): 105-117.
Vathouq Farshid, Soleimani Mohtasham and Azam Andalib. (2015). Investigating the effect of content marketing on customer relationship management strategy to improve the level of customer satisfaction in e-business on social networks and websites. The second international web research conference, Tehran. (In Persian)
Xun, J: & Reynolds, J (2010). Applying netnography to market research: The case of the online forum. Journal of Targeting. Measurement and Analysis for Marketing. 18(1). 17-31. (In Persian)
Xun, J: & Reynolds, J (2010). Applying netnography to market research: The case of the online forum. Journal of Targeting. Measurement and Analysis for Marketing. 18(1). 17-31.
