Purpose: The aim of this study was to identify the effective factors and consequences of influencers' behavior in social media marketing. Methodology: The present study was applied in terms of purpose and in terms of data collection was a mixed research (qualitative-quantitative). The statistical community included academic experts and social media marketing experts in the qualitative section and all Instagram users in the quantitative section. The sample size was estimated in the qualitative part with theoretical saturation (20 people) and in the quantitative part based on Cochran's formula 384 people. Purposeful sampling was used to select the sample in the qualitative part and stratified random sampling was used in the quantitative part. Data collection tools were qualitative, interview and quantitative, researcher-made questionnaire based on a 5-item scale. The validity of the questionnaire was confirmed in terms of form and content by several experts, the validity was confirmed by the calculation of the slope and the validity was confirmed by the calculation of the square root of the AVE. The reliability of the questionnaire through Cronbach's alpha for the whole questionnaire was 0.86. Structural equation tests Using LISREL and SPSS software was used to analyze the data. Findings: The results identified 10 components and 63 indicators that 4 components influencing the behavior of influencers in social media marketing including influencer attitude, influencer identity, personal branding and important social events and 6 components of the consequences of influencer behavior in marketing Social media included influencer loyalty, follower persuasion, lifestyle, advertising effectiveness, follower awareness, and entrepreneurship. Conclusion: The results showed that 7 components were considered as factors in the behavior of influencers on Instagram, including attractiveness, reliability, content, reputation, expertise, credibility and nationality of the influencer.
