Sales model through bloggers in social networks using the method of structural equations

Articles in Press

Document Type : Excerpt from doctoral thesis

Authors

1 PhD student of Business Management, Babol Branch, Islamic Azad University, Babol, Iran

2 Assistant Professor, Department of Business Administration, Babol Branch, Islamic Azad University, Babol, Iran (corresponding author)

3 Assistant Professor, Department of Business Management, Babol Branch, Islamic Azad University, Babol, Iran

Abstract

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.

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Main Subjects

Journal of Intelligent Marketing Management

Articles in Press, Accepted Manuscript
Available Online from 06 February 2024

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History

  • Receive Date: 10 January 2022
  • Revise Date: 06 February 2024
  • Accept Date: 02 February 2024

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