نوع مقاله : استخراج از رساله دکتری
نویسندگان
1 دانشجوی دکتری، گروه مدیریت بازرگانی، دانشکده علوم انسانی، واحد بابل، دانشگاه آزاد اسلامی، بابل، ایران
2 استادیار، گروه مدیریت بازرگانی، واحد بابل، دانشگاه آزاد اسلامی، بابل، ایران (نویسنده مسئول)
3 استادیار گروه مدیریت بازرگانی، دانشکده علوم انسانی، واحد بابل، دانشگاه آزاد اسلامی، بابل، ایران
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
The purpose of this study is to identify and analyze the factors affecting the success of bloggers in selling products and services through social networks and online communication. The structural equation approach as a powerful analytical tool provides the possibility of modeling complex and multivariate relationships. The results of this research can help to develop digital marketing strategies and increase sales efficiency of bloggers in social networks. Also, this study can be a starting point for further research in this field and help to identify the opportunities and challenges of this field. The research method of this research is practical in terms of purpose and quantitative in nature. Data was collected using a researcher-made questionnaire among 384 Instagram social network influencers, and the obtained model was finally confirmed using structural equation analysis with the help of SMART PLS software third version. The results obtained from this research can be used in most brands and personal or company online stores that are interested in selling on social networks.
کلیدواژه‌ها [English]
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