Journal of Intelligent Marketing Management

Journal of Intelligent Marketing Management

Presenting the model of effective smart marketing challenges in social media by using the theme analysis method

Document Type : Excerpt from doctoral thesis

Authors
1 Management group, Faculty of economic and administrative, Mazandaran University, Mazandaran, Iran
2 Management Group, Faculty of economic and administrative , Mazandaran University, Mazandaran, Iran
Abstract
The unprecedented integration of social media with people’s lives has led brands to use this tool as a factor in communication with customers, but they should consider that this may also have challenges. To help brand managers and marketers, this research is aimed at presenting the pattern of influential marketing challenges in popular social media in Iran. In terms of fundamental purpose, this research among the various qualitative methods has been used Theme analysis method. The method of data collection is a semi- structured interview with a number of experts. According to a saturation we interviewed with 11 experts. After analyzing the data, 40 codes, 13 sub- themes in 6 main structures including: “Finding the suitable Influencer”, “Exposure to deceiver Influencer”, “Fake Influencer”, “The problem of decision making about control over influencer”, “ challenge of the precise measurement of influence of influencer marketing”, and “ ethical and legal challenges” were formed. Finally the pattern of influential marketing challenges in social media were drawn.
Keywords

Subjects


Audrezet,A.,Guidry Moulard,J.(2020). Authenticity under threat: when social media influencers need to go beyond selfpresentation. Journal of Business Research, 117: 557569
Arora,A.,Bansal,SH.,Kandpal,Ch.,Aswani,R.,Dwivedi,Y.(2019). Measuring social media influencer indexinsights from Facebook,Twitter and Instagram. Journal of Retailing and Consumer Service,49: 86101
Argyris,Y.A.,Wang,Z.,Kim,Y.,Yin,Zh.(2020). The effects of visual congruence in increasing consumer’s brand engagement: an empirical investigation of influencer marketing on Instagram using deeplearning algorithms for Automatic image classification, Computers in Human Behaviors,112: 115
Ahmed,Y.A.,Nazir Ahmad,M.,Ahmad,N.& Hidayati Zakaria,N.(2019). Social media for knowledge sharing: A systematic literature review. Telematics and Informatics, 37: 72112
Braun,V.,Clarke,V.(2006). Using Thematic analysis in psychology. Qualitative Research in Psychology,3(2):77101
Bento,M.,Martinez,L.M.,Martinez,L.F.(2018). Brand engagement and search for brands on social media: comparing generation X and Y in Portugal. Journal of Retailing and consumer services, 43: 234247
Baccarella,Ch.V.,Wanger,T.F.,kietzman,J.H., Mc Carthy,I.P.(2018). Social media? Its serious! Understanding the dark side of social media. European Management Journal, 36: 431438
Chaudhry,P.E.(2022). Dupe influencers exploiting social media to peddle luxury fakes. Business Horizons,65: 719727
CabezaRemirez,L.J.,FuentcsGarcia,F.J.(2022). Impact of the perceived risk in influencer’s product recommendations on their followers’ purchase attitudes and intention. Technological Forecasting and Social Change,184: 116
Casalo,L.V.,Flavia.C.,IbanezSanchez,S.(2020). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research. 117: 510519
Childrens,c.c.,Lemon,L.L.,Hoy,M.G.(2019). #sponsored # Ad: agency perspective on influencer marketing campaign. Journal of current Issue & Research in Advertising,40(3): 258274
Chloe Ki,ChW.,Cueras,L.M.,Chang,S.M.,Lim,H.(2020). Influencer marketing: social media influencers as human brands attaching to followers and yielding positive marketing resulting fulfilling needs. Journal of Retailing and Consumer Services,55: 111
Fernandes,T.,Nettleship,H.,Pinto,L.H.(2022). Judging a book by its cover? The role of unconventional appearance on social media influencers effectiveness. Journal of Retailing and Consumer Service,66:112
Farivar,S.,Wang,F.,Turel,O.(2022). Followers problematic engagement with influencers on social media: An attachment theory perspective. Computers in Human Behavior, 133: 111
Gartwrights,S.,Liu,H.,Davis,I.A.(2022). Influencer marketing within businesstobusiness organizations. Industrial Marketing Management.106: 338350
Haenlein,M.,Anadol,E.,Farnsworth,T.,Hugo,H.,Hunichen,J.& Welte,D.(2020). Navigating the new Era of Influencer Marketing: How to be successful on Instagram, Tik Tok & Co. California Management Review,63(1): 525
Janssen,L.,Schouten,A.P.& Croes,E.A.J.(2022). Influencer advertising on Instagram product: influencer fit and number of followers affect advertising outcomes and influencer evaluations via credibility and identification. International Journal of Advertising,41(1): 101127
Jacobson,J.,Gruzd,A.,HernandezGarcia,A.A.(2020). Social media marketing: who is watching the watchers?. Journal of Retailing and Consumer services, 53:112
Kim,D.Y.,Kim,HY.(2021). Trust me or not: A nuanced view of influencer marketing on social media. Journal of Business Research, 134:223232
Lee,P.Y.,Koseoglu,M.A.,Qi,L.,Liu,ECh.,King,B.(2021). The sway of influencer marketing: Evidence from a restaurant group. International Journal of Hospitality Management. 98:114
Leung,F.F.,Gu,F.F.,Palmatier,R.W.(2022). Online influencer marketing. Journal of Academy of Marketing Science,50: 226251s
Lin,Y.(2022). Social media for collaborative planning: A typology of support functions and challenges.Cities.125: 111
MartinezLopez,F.,AnayaSanchez,R.,Giordano,M.F.& LopezLopez,D.(2020). Behind influencer marketing: key marketing decisions and their effects on followers’ response. Journal of Marketing Management, 130
Mero,J.,Vanninen,H.,Kernanen,J.(2023). B2B Influencer marketing: conceptualization and four managerial Strategies. Industrial Marketing Management, 108: 7993
Meng,J.(2022). The more we know, the more likely we may agree?.Telematrics and Informatics, 70:115
Mc Mullan,K.(2022). A Checklist for managers to enhance influencer partnerships and avoid potential pitfalls. Business Horizons, 118
Masuda,H.,Han,S.H.,Lee,J.(2022). Impacts of Influencer attributes on Purchase intentions in social media influencer marketing: Mediating roles of characterizations. Technological Forecasting & Social Change, 174: 112
Nafees,L.,Cook,Ch.M.,Nikolov,A.N.,Stoddard,J.E.(2021). Can social media influencer(SMI) power influence consumer brand attitudes? The moderating role of perceived SMI credibility. Digital Business,1:110
Pekkala,K.,Van Zoonen,W.(2021). Workrelated social media use: the moderating role of social media communication selfefficacy. European Management Journal, 40(1): 6776
Ren,Sh.,Karimi,S.,Velazquez,A.B.,Cai,J.(2023). Endorsement effectiveness of different social media influencers: the moderating effect of brand competence and warmth. Journal of Business Research,156
Sands,S.,Ferraro,C.,Demsar,V.,Chandler,G.(2022). False idols: Unpacking the opportunities and challenges of facility in the context of virtual influencers. Business Horizons,65: 777788
Tafesse,W.,Wood,B.P.(2021). Followers’ engagement with Instagram influencers: the role of influencers’ context and engagement strategy. Journal of Retailing and Consumer services, 58: 19
Uzunoglu,E.,Miscikip,S.(2014). Brand communication through digital influencers: leveraging blogger engagement. International Journal of Information Management,34(5): 592602
Vrontis,D.,Markrids,A.,Christofi,M.& Thrassou,A.(2020). Social media influencer marketing: A systematic review, integrative framework and future research agenda. International Journal of Consumer Studies.45(4): 617644
Valkenburg,P.M.(2022). Social media use and wellbeing: what we know and what we need to know. Current opinion in Psychology,45:18
Ye,G.,Hudders,L.,Dejans,S.S.& De Viirman,M.(2021). The value of influencer marketing for Business: A Bibliometric Analysis and Managerial Implications. Journal of Advertising,50(2):160178