نوع مقاله : مقاله پژوهشی
نویسندگان
1 گروه مدیریت بازرگانی. دانشکده علوم اقتصادی و اداری. دانشگاه مازندران. بابلسر. ایران
2 Bābolsar pasdaran University of Mazandaran
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
These days, networking technology and social media have become an integral part of people's lives and are perceived as one of the most influential phenomena across all domains. Among them, influencers play a crucial role, especially among consumers in business sectors. The selection criteria for these individuals have become a concern for brands and stakeholders. This research aimed to identify key performance indicators for influencer selection in the cosmetics and personal care industry. The research method employed a combined (qualitative-quantitative) approach using thematic analysis. Data was collected through expert interviews in the industry and academia. The interview results were thematically analyzed, coded, and categorized using MAXQDA software, resulting in 6 organizer themes (indicators) and 44 base themes identified. In the second stage of the research, the BWM technique was used to prioritize these key indicators, which include: content quality and type, marketing skills, personality traits, technical skills, follower characteristics, and appearance features. The results of this research can be utilized for employing influencers in this industry. Finally, recommendations were provided to business managers and future researchers.
کلیدواژهها [English]
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