نوع مقاله : مقاله پژوهشی
نویسندگان
1 عضو هیات علمی، موسسه آموزش عالی کاویان، مشهد، ایران
2 لیسانس مدیریت بازرگانی، موسسه آموزش عالی کاویان، مشهد، ایران
3 کارشناس ارشد مدیریت، موسسه آموزش عالی کاویان، مشهد، ایران
چکیده
کلیدواژه‌ها
عنوان مقاله [English]
نویسندگان [English]
Social media influencer marketing has recently attracted a lot of attention. Many studies have investigated the formation of one-way relationship (PSR) between influencers and followers. Despite the large number of studies in the field of PSR, PSR has often been neglected compared to other widely used relationship marketing components. Based on the persuasion theory, this study has compiled a research model that was created to investigate the relative importance of PSR. This study considers 3 personal characteristics (attitude homogeneity, physical attractiveness, and social attractiveness) and three attributes (trustworthiness, perceived expertise, and PSR) as antecedents of purchase intention. The data was collected through a survey of respondents who purchase products and services by watching advertisements placed by influencers on YouTube.The study showed that PSR, compared to other characteristics, has a significant effect on purchase intentions and that PSR is related to three individual characteristics.In addition, the formation of PSR is influenced by the type of influencer perceived by customers. This survey showed that social media influencer marketing strategies should be adjusted based on individual characteristics, traits and type of influencer. This article discusses the theoretical and practical applications of these findings.As user-generated content has increased in social media, users can become pioneer producers by actively producing and uploading personal stories and product and service reviews.
کلیدواژه‌ها [English]
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