Providing of a Model for Influencer Marketing in the purchasing and consuming of domestic products : A Grounded Theory Approach

Document Type : Original Article


1 Department of Management and accounting , Ali Abad katoul Branch, Islamic Azad University, Ali Abad Katoul, Iran

2 Department of management, Islamic Azad University-Aliabad Katoul Brench , Aliabad Katoul, Iran

3 Assistant Professor, Department of management, Payame Noor University, Aliabad Katoul, Iran

4 Member of the Scientific Board, Department of Business Administration,Sari Branch


Having producers in the domestic consumer market in any country is one of the factors of economic growth and development.Influencer marketing is one of the new methods of digital marketing that can be used to lead consumers to buy and consume domestic products.The present study,in a qualitative manner and using the systematic grounded theory method,has been done to identify the Influencer marketing components in persuading customers to buy domestic products.In order to obtain the most information about the phenomenon,using theoretical sampling method and snowball technique,the research participants,which included university faculty members,marketing experts,managers of advertising and branding companies,were selected to achieve theoretical saturation, 17 of them underwent an in-depth and semi-structured interview.By analyzing the information,the components of influencer marketing in persuading consumers to purchase domestic products were identified in coding steps and drawn in a pattern. The results indicate that changing the type of communication and behavior of consumers, technology growth and changes in marketing methods have caused people to pay attention to Influencer marketing.Influencer marketing expands the scope of consumer awareness,engages people's feelings and emotions,and changes shopping behavior.This research also introduces components such as research,scenario development,presenting a different model according to the market,using stealth marketing and integrated marketing as Influencer marketing strategies that these strategies are influenced by the contextual and Interventional conditions.The consequences of good implementation of Influencer marketing will be customer loyalty,increased sales and revenue,reduced failure rates,branding and competitive advantage for organizations and brands.


Alves, Helena, Cristina Fernandes, and Mário Raposo. "Social media marketing: a literature review and implications." Psychology & Marketing 33.12 (2016): 1029-1038.‏
Balabanis, G., & Siamagka, N. T. (2017). Inconsistencies in the behavioural effects of consumer ethnocentrism: The role of brand, product category and country of origin. International Marketing Review, 34(2), 166-182
Barker, S. )2016(. Reaching the Masses: The Secret Guide To Instagram Influencer Marketing. Carlsbad.
Batjargal, B. (2010). Network dynamics and new ventures in China: A longitudinal study. Entrepreneurship and Regional Development22(2), 139-153.‏
Biaudet, S. (2017). Influencer marketing as a marketing tool: The process of creating an Influencer Marketing Campaign on Instagram.‏. (Master’s Thesis). Yrkeshogskdan Arcada.
Dalstam, M., Nordlöf, H., & Holmgren, D. (2018). The NA-KD Truth About Influencer Marketing: Exploring influencer marketing through integrated marketing communication and the influencer’s role in strengthening a brand.‏
Brown, D., & Fiorella, S. (2013). Influence marketing: How to create, manage, and measure brand influencers in social media marketing. Que Publishing.‏
Chae, J. (2018). Explaining females’ envy toward social media influencers. Media Psychology21(2), 246-262.‏
Cheung, C. M., Xiao, B. S., & Liu, I. L. (2014). Do actions speak louder than voices? The signaling role of social information cues in influencing consumer purchase decisions. Decision Support Systems65, 50-58.‏
Danaeifard. H., & Mozafari, Z. (2008). Promoting reliability and validity in managerial qualitative research: research audit strategy, Management, Research Journal. (in Persian)
Danaeifard, H., & Eslami, A. (2010). Discovering Theory of Organizational Indifference: A Grounded Theory Strategy, European Journal of Scientific Research, 40 (3), 450-460. (in Persian)
De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International journal of advertising36(5), 798-828.‏
Forret, M. L., & Dougherty, T. W. (2004). Networking behaviors and career outcomes: differences for men and women?. Journal of Organizational Behavior: The International Journal of Industrial, Occupational and Organizational Psychology and Behavior25(3), 419-437.‏
Freberg, K., Palenchar, M. J., & Veil, S. R. (2013). Managing and sharing H1N1 crisis information using social media bookmarking services. Public relations review39(3), 178-184.‏
Glucksman, M. (2017). The rise of social media influencer marketing on lifestyle branding: A case study of Lucie Fink. Elon Journal of undergraduate research in communications8(2), 77-87.‏
Haapasalmi, J. (2017). Advertiser Perception of Influencer Marketing: How do advertisers see the now and the future of influencer marketing in Finland?.‏
Haghighi Nasab, M., Ahadi, P., & Haghdadi, E. (2020). The impact of Social bonds on consumer responses to advertising on social networks. Consumer Behavior Studies Journal, 7 (1), 22-46. (in Persian)
Hall, J. (2016). The influencer marketing gold rush is coming: Are you prepared. Forber [Mensaje en un blog]. Recuperado de: https://www. forbes. com/sites/johnhall/2016/04/17/the-influencer-marketing-gold-rush-is-coming-are-you-prepared.‏
Hamilton, M. (2017). Five benefits social media influencers bring to smes. Startup.Retrieved from
Hearn, A., & Schoenhoff, S. (2016). From celebrity to influencer. A companion to celebrity, 194-212.‏
Jerslev, A. (2016). Media times| in the time of the microcelebrity: celebrification and the YouTuber Zoella. International journal of communication10, 19.‏
Kapitan, S., & Silvera, D. H. (2016). From digital media influencers to celebrity endorsers: attributions drive endorser effectiveness. Marketing Letters27(3), 553-567.‏
Kembau, A., & Mekel, P. A. (2014). Reference groups, family, roles and status on young consumer bahvior towards purchase intentions of luxury fashion brands. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi2(2), 1169-1179
Khamis, S., Ang, L., & Welling, R. (2017). Self-branding,‘micro-celebrity’and the rise of social media influencers. Celebrity studies8(2), 191-208.‏
Kheylnejad, H. (2011) .Investigating the impact of the country of origin on the consumer purchasing decision.A Survey at University of Tehran, MSc, College of Farabi, University of Tehran. (in Persian)
Kirkpatrick, D. (2016). Influencer marketing spurs 11 times the ROI over traditional tactics: Study. Marketing Dive6.‏
Klaassen, T. J. H. (2016). How do SMEs attract new Customers to Sustain Future Business growth?: An exploratory study into acquisition practices of small companies (Master's thesis, University of Twente).‏
Leaver, Cat. (2016). Bloggers and vloggers: The role of the influencer”. After Digital. 4
Lin, H. C., Bruning, P. F., & Swarna, H. (2018). Using online opinion leaders to promote the hedonic and utilitarian value of products and services. Business horizons61(3), 431-442.‏
Maleki, N., & Norouzi, H., & Samiei, M. (2021), Explaining the influential factors in selecting influential people on Instagram by small and medium companies (Case study: Cosmetic companies), Sixth National Conference on Applied Research in Management, Healthy Accounting and Economy in Banking, Stock Exchange and Insurance, Tehran. (in Persian)
Miraki, M., Yektayar, M., & Esmailie, N. (2020). The Role of Integrated Marketing Communications in Brand Emotional Attachment and Consumers' Behavior. Consumer Behavior Studies Journal, 7 (2), 199-215. (in Persian)
Mohammadpour, A. (2018). Counter-Method. First Edition. Tehran: Logos Publication. (in Persian)
Morin, R. (2016). The rise of niche and micro-influencers. Maximize Social Business.‏
Nanji, A. (2017). The most popular social network with micro-influencers. Accessed online (March 2, 2017)
Nejad, M. G., Sherrell, D. L., & Babakus, E. (2014). Influentials and influence mechanisms in new product diffusion: an integrative review. Journal of Marketing Theory and Practice22(2), 185-208.‏
Pang, A., Yingzhi Tan, E., Song-Qi Lim, R., Yue-Ming Kwan, T., & Bhardwaj Lakhanpal, P. (2016). Building effective relations with social media influencers in Singapore. Media Asia43(1), 56-68.‏
Pickton, D.W., & Broderick, A. (2001). Integrated Marketing Communication,Harlow, Pearson Education 4.
Ranjbarian, B., Moeini, H., & Shafei, M .(2010). The Impact of Organizational Reputation and Customer Satisfaction on Customer Loyalty (Restaurants in Isfahan). Journal of Business Strategies, 8 (44), 327-338. (in Persian)
Sammis, K., Lincoln, C., Pomponi, S., Ng, J., Gassman Rodriquez, E., & Zhou, J. (2015). Influencer Marketing for Dummies. Hoboken, New Jersey: Wiley.
Sanjari Nader, B., Yarahmadi, F., & Baluchi, H. (2020). The Impact of Social Network Based Brand Communities on Brand Evangelism through Strengthening Brand Trust. Consumer Behavior Studies Journal, 7 (2), 24-47. (in Persian)
 Seleim, A., & Bontis, N. (2009). The relationship betweenculture and corruption”:a cross-national study, Journal of Intellectual Capital, January 2009
Siamagka, N. T., & Balabanis, G. (2015). Revisiting consumer ethnocentrism: review, reconceptualization, and empirical testing. Journal of International Marketing23(3), 66-86.‏
Sohrabi, B. , Khalili Jafarabad, A. , Vanaki, A.S. & Mohammadzadeh Ghazijahan, A.(2019). Providing a model to support the decision to select the most influential influencer in marketing campaigns on the Instagram social network. Journal of Business Strategies, 16 (14), 181-200. (in Persian)
Solis, B. (2008). The art and science of blogger relations. Accessed online (January 15, 2017) at:
Song, S., & Yoo, M. (2016). The role of social media during the pre-purchasing stage. Journal of Hospitality and Tourism Technology., 7(1), 84-99.
Stokes, C. (2017). Social Influencers: The Psychology Behind Great Influencer Marketing. Accessible: , 5.5.2018.
Strauss, A., & Corbin, J. (1990). Basics of qualitative research. Sage publications.‏