May 31, 2024
Majid Esmaeilpour

Majid Esmaeilpour

Academic Rank: Associate professor
Address: Department of Business Management, Faculty of Business and Economics, Persian Gulf University, Shahid Mahini Street, Bushehr, Iran Zip code: 7516913798,
Degree: Ph.D in Marketing Management
Phone: 07731222136
Faculty: School of Business and Economics

Research

Title
Explain the behavioral reactions of the influencers's followers to their advertisement instagram posts based on the balance theory
Type Thesis
Keywords
واكنش رفتاري دنبال كنندگان، ابعاد واكنش رفتاري، تناسب اينفلوئنسر با برند، تعلق دنبال كننده با برند، تعلق دنبال كننده با اينفلوئنسر
Researchers Manijeh Bahrainizad (Primary advisor) , Majid Esmaeilpour (Advisor)

Abstract

Background: Influencer marketing involves the marketing of goods and services through those who are influential in the products that others buy. This impact on the market is generally due to the expertise, reputation or popularity of the people. Marketing for influencer audiences is similar to word of mouth marketing, except that influencer marketing does not necessarily depend on the explicit recommendations of the influential person about the product or service. Objective: The purpose of this study is to explain the behavioral reactions of followers to the advertising posts of influencers on Instagram based on the theory of balance among users. Methodology: This research is a descriptive-survey method in terms of purpose, application and nature of data collection and is of correlation type. The data collection tool is a questionnaire. The statistical population of the study is all users of Instagram social media and due to the large statistical community, sampling was used. Sampling method is also available, non-random sampling method. The statistical sample of the research is 394 users. The data collection tool was a questionnaire whose validity was confirmed by face content validity method and its reliability by Cronbach's alpha method. The method of data analysis to test the research hypotheses was the method of structural equations (partial least squares) using Smart pls3 software. Conclusion: Three main hypotheses: Followers' behavioral response is influenced by followers's belonging to the social media influencer. Followers' behavioral responses are influenced by the influence of the influencer on the social media brand. Followers 'behavioral response is influenced by followers' affiliation with the brand on social media. Of the fourteen sub-hypotheses, all were confirmed. But the result shows that the search for information is not affected by the level of affiliation of the followers with the influence and the intention to buy is not affected by the level o