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

Document Type : Original Article

Authors

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

Abstract

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.

Keywords


 
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