مدیریت تبلیغات و فروش

مدیریت تبلیغات و فروش

بررسی تاثیر ویژگی‏ های افراد تاثیرگذار و صفحات آنها بر نیات رفتاری و قصد خرید افراد دنبال‏ کننده در رسانه‏ اجتماعی

نویسندگان
1 گروه مدیریت بازرگانی، دانشکده علوم انسانی، دانشگاه شاهد ، تهران، ایران
2 استادیار، مدیریت بازرگانی، دانشکده مدیریت، دانشگاه شاهد، تهران، ایران
چکیده
چکیده: این پژوهش با هدف بررسی تاثیر ویژگی‏های افراد تاثیرگذار و صفحات آنها بر نیت رفتاری و قصد خرید افراد دنبال‏کننده در شبکه اجتماعی اینستاگرام انجام شده است. این پژوهش به لحاظ هدف کاربردی است که با روش پیمایشی انجام شده است. جامعه آماری این پژوهش کاربران شبکه اجتماعی اینستاگرام هستند که با استفاده از فرمول کوکران 385 نفر از آنها به صورت تصادفی انتخاب شده است. ابزار گردآوری داده‏ها در این پژوهش پرسشنامه است. برای تجزیه و تحلیل داده‌های از همبستگی اسپیرمن، کولموگروف-اسمیرینف، بارتلت، تحلیل عاملی و مدل‏سازی معادلات ساختاری بوسیله نرم افزار آماری SPSS و SMART-PLS استفاده شده است. یافته‏ها نشان داد که نیت رفتاری و روابط فرا اجتماعی بر قصد خرید اثر مثبت دارد و نگرش هموفیلی بر قابل اعتماد بودن و تخصص درک شده اثر مثبت دارد. همچنین جذابیت فیزیکی بر روابط فرااجتماعی اثر مثبت دارد و جذابیت اجتماعی نیز بر قابل اعتماد بودن، تخصص درک شده و روابط فرااجتماعی اثر مثبت دارد. علاوه‏براین تعامل اجتماعی بر وضعیت جریان و کیفیت اطلاعات بر رضایت از صفحه اینستاگرام و محتوای بصری بر وضعیت جریان و رضایت از صفحه اینستاگرام اثر مثبت دارد. نتایج نشان داد که الگوبرداری از ویژگی‏های افراد تأثیرگذار در رسانه‏های اجتماعی می‏تواند نقش مؤثری در قصد خرید کاربران این رسانه‏ها داشته باشد.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

Investigating the impact of the characteristics of influential people and their pages on the behavioral intentions and purchase intentions of followers in social media

نویسندگان English

mahdi rezayee 1
Ebrahim Zarepoor nasirabadi 2
1 Department of Business Administration, Faculty of Humanities, Shahed University, Tehran, Iran
2 Assistant Prof., Faculty of Business Administration, Shahed University, Tehran, Iran.
چکیده English

Abstract: This research was conducted to investigate the impact of the characteristics of influential people and their pages on the behavioral intention and purchase intention of followers on the Instagram social network. This research is applied with a survey method. The statistical population of this research is Instagram social network users, 385 of them were randomly selected using Cochran's formula. The data collection tool in this research is a questionnaire. Spearman, Kolmogorov-Smirinov, Bartlett correlation, factor analysis, and structural equation modeling by SPSS and SMART-PLS statistical software were used for data analysis. The findings showed that behavioral intention and extra-social relationships have a positive effect on purchase intention, and homophily attitude has a positive effect on perceived trustworthiness and expertise. Also, physical attractiveness has a positive effect on extrasocial relationships, and social attractiveness has a positive effect on trustworthiness, perceived expertise, and extrasocial relationships. In addition, social interaction positively affects the flow status and information quality satisfaction with the Instagram page, and visual content positively affects the flow status and satisfaction with the Instagram page. The results showed that modeling the characteristics of influential people in social media can play an effective role in the purchase intention of users of these media.

کلیدواژه‌ها English

Behavioral intention
Influential people
Instagram
purchase intention
Social media
اعظمی، محسن، آزادی، وحید و آینه، معصومه (1397). بررسی تأثیر فعالیت‏های بازاریابی رسانه‏های اجتماعی درک شده بر قصد خرید مصرف‏کننده. جامعه‏شناسی آموزش و پرورش، 7: 181-197.
پناهنده، امیرحسین، حسنقلی‏پور، طهمورث، بودلایی، حسن و میرا، سیدابوالقاسم (1399). استراتژی‏های بازاریابی مبتنی بر رسانه‏های اجتماعی در کسب و کارهای کوچک فعال در زمینه گردشگری. تحقیقات بازاریابی نوین، 11(1)، 201-216.
رخشانی‏زاده، محمد، فتاحی امین، امیرمحمد، دولت‏زاده، هیراد و خلیلی‏نصر، آرش (1399). بررسی ویژگی‏های افراد اینفلوئنسر رسانه‏های اجتماعی بر قصد خرید کاربران مطالعه موردی: صنعت پوشاک در اینستاگرام. سومین کنفرانس بین المللی مطالعات بین‏رشته‏ای در مدیریت و مهندسی.
صالحی، هاجر، قمرانی، امیر، عرب، حمیدرضا و گل‏کاری، طاهره. (1392). بررسی کارآیی جهت گیری مذهبی در پیش بینی تجربه شیفتگی دانشجویان تربیت بدنی با توجه به متغیرهای جمعیت شناختی. پژوهش در مدیریت ورزشی و رفتار حرکتی (علوم حرکتی و ورزش)، 6: 47-60.
کریمی علویجه، محمدرضا و بخشی، محمد (1396). شناسایی افراد مؤثر در تبلیغات توصیه‏ای در بستر شبکه‏های اجتماعی آنلاین (مطالعه موردی: شبکه اینستاگرام شرکت دیجی کالا). مدیریت فناوری اطلاعات، 9(3)، 587-612.
کوشا، بهناز، رشیدی، احتشام و دانایی، ابوالفضل (1400). مدل‏سازی اثرات جذابیت تبلیغ افراد مشهور در اثرگذاری تبلیغات برند: مطالعه صفحات اینستاگرامی تجارت اجتماعی. رسانه‏های دیداری و شنیداری، 15(37)، 95-131.
Ajina, A.S. (2019). The perceived value of social media marketing: an empirical study of online word-of-mouth in Saudi Arabian context. Entrep. Sustain, 6 (3), 1512–1527.
Al-Emadi, F.A., Yahia, I.B. (2020). Ordinary celebrities related criteria to harvest fame and influence on social media. J. Res. Interact. Mark,14 (2), 195–213. https://doi.org/ 10.1108/JRIM-02-2018-0031.
Ao, L., Bansal, R., Pruthi, N., & Khaskheli, M. B. (2023). Impact of social media influencers on customer engagement and purchase intention: A meta-analysis. Sustainability, 15(3), 2744.‏
Arora, A., Bansal, S., Kandpal, C., Aswani, R., Dwivedi, Y. (2019). Measuring social media influencer index-insights from Facebook, Twitter and Instagram. J. Retail. Consum. Serv, 49, 86–101.
Ashraf, A., Hameed, I., & Saeed, S. A. (2023). How do social media influencers inspire consumers' purchase decisions? The mediating role of parasocial relationships. International Journal of Consumer Studies, 47(4), 1416-1433.‏
Audrezet, A., de Kerviler, G., & Moulard, J. G. (2018). Authenticity under threat: When social media influencers need to go beyond self-presentation. Journal of Business Research, 117, 557–569.
Augustine (2019). 1/5th of American consumers have made a purchase based on an influencer. Retrieved September 9, 2021, from https://civicscience.com/1-5th-ofamerican-consumers-have-made-a-purchase-based-on-an-influencer/.
Azami, M., Azadi, V., & Ayeneh, M. (2017). Investigating the Impact of Perceived Social Media Marketing Activities on Consumer Purchase Intention. Sociology of Education, 2(2), 181-197. doi: 10.22034/ijes.2017.43700
Bakker, A.B. (2005). Flow among music teachers and their students: the crossover of peak experiences. J. Vocat. Behav. 66 (1), 26–44
Bazi, S., Filieri, R., & Gorton, M. (2023). Social media content aesthetic quality and customer engagement: The mediating role of entertainment and impacts on brand love and loyalty. Journal of Business Research, 160, 113778.‏
Bessarab, A., Mitchuk, O., Baranetska, A., Kodatska, N., Kvasnytsia, O., & Mykytiv, G. (2021). Social networks as a phenomenon of the information society. Journal of Optimization in Industrial Engineering, 14(Special Issue), 17-24.‏
Boerman, S. C., & Van Reijmersdal, E. A. (2020). Disclosing influencer marketing on YouTube to children: The moderating role of para-social relationship. Frontiers in Psychology, 10(3042).
Conde, R., & Casais, B. (2023). Micro, macro and mega-influencers on instagram: The power of persuasion via the parasocial relationship. Journal of business research, 158, 113708.‏
de B´erail, P., Guillon, M., Bungener, C. (2019). The relations between YouTube addiction, social anxiety and parasocial relationships with YouTubers: a moderated-mediation model based on a cognitive-behavioral framework. Comput. Hum. Behav, 99, 190–204.
Dey, B., Yen, D., Samuel, L. (2020). Digital consumer culture and digital acculturation. Int. J. Inf. Manag. 51, 102057
Dhingra, M., & Mudgal, R. K. (2019, March). Historical evolution of social media: An overview. In International Conference on Advances in Engineering Science Management & Technology (ICAESMT)-2019, Uttaranchal University, Dehradun, India.‏
Dwivedi, Y.K., Ismagilova, E., Hughes, D.L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A.S., Kumar, V., Rahman, M.M., Raman, R., Rauschnabel, P.A., Rowley, J., Salo, J., Tran, G.A., Wang, Y. (2021). Setting the future of digital and social media marketing research: perspectives and research propositions. Int. J. Inf. Manag, 59, 102-168.
Ert, E., Fleischer, A. (2020). What do Airbnb hosts reveal by posting photographs online and how does it affect their perceived trustworthiness? Psychol. Mark, 37 (5), 630–640. https://doi.org/10.1002/mar.21297.
Filieri, R., Acikgoz, F., Li, C., & Alguezaui, S. (2023). Influencers'“organic” persuasion through electronic word of mouth: A case of sincerity over brains and beauty. Psychology & Marketing, 40(2), 347-364.
Foroughi, B., Iranmanesh, M., Nilashi, M., Ghobakhloo, M., Asadi, S., & Khoshkam, M. (2024). Determinants of followers' purchase intentions toward brands endorsed by social media influencers: Findings from PLS and fsQCA. Journal of Consumer Behaviour, 23(2), 888-914.‏
Fu, S., Xu, Y., Yan, Q. (2019). Enhancing the parasocial interaction relationship between consumers through similarity effects in the context of social commerce. J. Strateg. Mark. 27 (2), 100–118.
Haubl, G., & Trifts, V. (2000). Consumer decision making in online shopping environments: The effects of interactive decision aids. Marketing science, 19(1), 4-21.
John, S.P., De’Villiers, R., 2020. Elaboration of marketing communication through visual media: an empirical analysis. J. Retailing Consum. Serv. 54, 102052.
Karimi Alawijeh, Mohammad Reza and Bakshi, Mohammad (2016). Identifying effective people in recommended advertising in the context of online social networks (case study: Instagram network of DigiKala Company). Information Technology Management, 9(3), 587-612.
Ki, C.W.C., Kim, Y.K. (2019). The mechanism by which social media influencers persuade consumers: the role of consumers’ desire to mimic. Psychol. Mark, 36 (10), 905–922. https://doi.org/10.1002/mar.21244.
Kim, J. & Kim, M. (2021). How do calorie-ending and price-ending matter in the food consumption decision making? Int. J. Consum. Stud, https://doi.org/10.1111/ ijcs.12721. Available online 05 June 2021.
Kim, M. (2022). How can I Be as attractive as a Fitness YouTuber in the era of COVID-19? The impact of digital attributes on flow experience, satisfaction, and behavioral intention. Journal of Retailing and Consumer Services, 64, 102778.‏
Koosha, B., Rashidi, E., & Danaei, A. (2021). Modeling the effects of celebrity advertising attractiveness on the effectiveness of brand advertising: Study social media Instagram pages. Quarterly Scientific Journal of Audio-Visual Media, 15(37), 95-131. doi: 10.22085/javm.2021.258762.1660
Ladhari, R., Massa, E., Skandrani, H. (2020). YouTube vloggers’ popularity and influence: the roles of homophily, emotional attachment, and expertise. J. Retail. Consum. Serv, 54, 102-127.
Lee, J. E. & B. Watkins. A. (2016). YouTube vloggers influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), 5753-60.
Lim, X.J., Radzol, A.M., Cheah, J., Wong, M. (2017). The impact of social media influencers on purchase intention and the mediation effect of customer attitude. Asian J. Bus. Res, 7 (2), 19–36.
Lin, H.F. (2006). Understanding behavioral intention to participate in virtual communities. Cyberpsychol. Behav. 9 (5), 540–547
Lou, C., Kim, H.K. (2019). Fancying the new rich and famous? Explicating the roles of influencer content, credibility, and parental mediation in adolescents’ parasocial relationship, materialism, and purchase intentions. Front. Psychol. 10, 25-67.
Lou, Ch. & Yuan, Sh., (2019), Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal ofInteractive Advertising, 19(1), 58-73.
Masuda, H., Han, S. H., & Lee, J. (2022). Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations. Technological Forecasting and Social Change, 174, 121246.‏
Munnukka, J., Maity, D., Reinikainen, H., Luoma-aho, V. (2019). Thanks for watching”. The effectiveness of YouTube vlogendorsements. Comput. Hum. Behav. 93, 226–234.
Oliver, R.L., 2000. Customer satisfaction with service. In: Swartz, T.A., Iacobucci, D. (Eds.), Handbook of Services Marketing and Management. SAGE, London, pp. 247–254
Panahandeh, A., hassagholi pour, T., Boudlaei, H., & mira, S. A. (2021). Social Media-Based Marketing Strategies in Active Small Businesses in the Field of Tourism. New Marketing Research Journal, 11(1), 201-216. doi: 10.22108/nmrj.2020.122047.2058
Pradhan, B., Kishore, K., & Gokhale, N. (2023). Social media influencers and consumer engagement: A review and future research agenda. International Journal of Consumer Studies, 47(6), 2106-2130.‏
Rakhshanizadeh, Mohammad, Fatahi Amin, Amirmohammed, Dolatzadeh, Hirad and Khalilinasr, Arash (2019). Examining the characteristics of social media influencers on the purchase intention of users, a case study: the clothing industry on Instagram. The third international conference on interdisciplinary studies in management and engineering.
Salehi H, Ghamarani A, Arab H R, Golkari T. The investigation of efficiency of religious orientation model in predicting flow experience in physical education students. JRSM 2013; 3 (6) :47-59
Sanz-Blas, S., Buzova, D., P´erez-Ruiz, P., 2021. Building relational worth in an online social community through virtual structural embeddedness and relational embeddedness. Technol. Forecast. Soc. Chang, 162, 120350 https://doi.org/ 10.1016/j.techfore.2020.120350
Schouten, A.P., Janssen, L., Verspaget, M. (2020). Celebrity vs. influencer endorsements in advertising: the role of identification, credibility, and product-endorser fit. Int. J. Advert, 39 (2), 258–281. https://doi.org/10.1080/02650487.2019.1634898
Sokolova, K., Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. J. Retail. Consum. Serv. 53 https://doi.org/10.1016/j.jretconser.2019.01.011.
Sokolova, K., Perez, C. (2021). You follow fitness influencers on YouTube. But do you actually exercise? How parasocial relationships, and watching fitness influencers, relate to intentions to exercise. J. Retailing Consum. Serv, 58, 102276.
Tong, S.T., Van Der Heide, B., Langwell, L., Walther, J.B. (2008). Too much of a good thing? The relationship between number of friends and interpersonal impressions on Facebook. J. Computer-Mediated Commun. 13 (3), 531–549
Tsai, M.J., Huang, L.J., Hou, H.T., Hsu, C.Y., Chiou, G.L. (2016). Visual behavior, flow and achievement in game-based learning. Comput. Educ. 98, 115–129
Tseng, T. H., & Wang, H. Y. (2023). Consumer attitudes and purchase intentions towards internet celebrity self-brands: an integrated view of congruence, brand authenticity and internet celebrity involvement. Journal of Product & Brand Management, 32(6), 863-877.‏
Tuten, T. L. (2023). Social media marketing. Sage publications limited.
Woodroof, P.J., Howie, K.M., Syrdal, H.A., VanMeter, R. (2020). What’s done in the dark will be brought to the light: effects of influencer transparency on product efficacy and purchase intentions. J. Prod. Brand Manag, 29 (5), 675–688. https://doi.org/ 10.1108/jpbm-05-2019-2362