بازاریابی تأثیرگذار: شناسایی و تبیین تأثیر های روان شناختی اینفلوئنسرهای شبکه های اجتماعی بر مصرف کنندگان (مورد مطالعه: دانشجویان دختر دانشگاه مازندران) (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
پدیده شبکه های اجتماعی در سال های اخیر، زندگی بشر و از جمله کسب و کارها را تحت تأثیر خود قرار داده است . نفوذ اینفلوئنسرها (افراد تأثیرگذار) بر مخاطبان ازجمله مفاهیم کلیدی درحوزه شبکه های اجتماعی است. هدف از پژوهش حاضر شناسایی تأثیر های روان شناختی است که اینفلوئنسرهای شبکه های اجتماعی بر پیروان خود و از جمله مصرف کنندگان می گذارند. در این مطالعه از روش پژوهش آمیخته استفاده شده است. بدین صورت که ابتدا با استفاده از روش کیفی مرور سیستماتیک از ۴۶ مقاله نهایی انتخاب شده، ۲۶ کد استخراج و سپس کد ها در قالب ۸ مفهوم حمایت عاطفی، هویت سازی، تجربه لذت بخش، همدلی، ایجاد ذهنیت خوب، تمایل به برند، اختلال های روانی و رفتارهای مخرب دسته بندی و درنهایت، مفاهیم در قالب دو مقوله اصلی تأثیر های روان شناختی مثبت و منفی افراد تأثیرگذار بر پیروان طبقه بندی شد. سرانجام، برای آشکارسازی متغیرهای پنهان و تحلیل تأثیر های روان شناختی اینفلوئنسرهای اینستاگرام بر مصرف کنندگان از تحلیل عاملی اکتشافی با استفاده از نرم افزار SPSS در جامعه آماری دانشجویان دختر دانشگاه مازندران بهره گرفته و نتایج به دست آمده از روش مرور سیستماتیک و دسته بندی آنها با استفاده از روش آماری تحلیل عاملی اکتشافی تأیید شد. در پایان پژوهش حاضر توصیه هایی برای صاحبان برند، افراد تأثیرگذار، پژوهشگران آتی و متولّیان امور شبکه های مجازی در کشور ارائه شده است.Influencer Marketing: Identifying and Explaining the Psychological Effects of Social Media Influencers on consumers (Case Study: Female Students of Mazandaran University)
In recent years, social networks have affected human life, including businesses. The influence of influencers on the audience is one of the key concepts in the field of social networks. The purpose of this study is to identify the psychological effects that social media influencers have on their followers. A mixed-methods design has been used in this study. Using the qualitative method of systematic review, 26 codes were extracted from the 46 final selected articles. The codes were in the form of 8 concepts including emotional support, identification, apleasurable experience, empathy, creating a good mindset, brand affect, mental disorders, and destructive behaviors. Then, the concepts were categorized in the form of two main categories of positive and negative psychological effects of influencers on consumers (followers). Finally, in order to reveal hidden variables and psychological effects of social media influencers, exploratory factor analysis was used in the statistical population of female students of Mazandaran University. SPSS software was used to perform this statistical analysis. The results obtained from the systematic review method and their classification were confirmed using the statistical method of exploratory factor analysis. In the end, brand owners, social network influencers, future researchers, and those in charge of virtual networks in the country are given some advice.IntroductionIn recent years, we have witnessed an increase in the use of social media and social platforms. One of the important concepts in marketing through social media is influencers who are key factors in the effectiveness of communication. Influencers are called online opinion leaders. In fact, the term influencer is attributed to someone who can affect potential customers of a product or service through advertisement or advice via social platforms like Instagram, WhatsApp, Snapchat, Tick Tack, YouTube, etc. Para-social interaction describes a kind of relationship between the audience and social media celebrities in which the audience develops a delusion of perceived intimacy with the celebrities. The effects that influencers have on consumers depend on their target population like children, teenagers, women, men, etc., and are often deep and basic. One of the influencers’ impacts is psychological effects. Psychological factors refer to processes that work at the individual level and are effective in the mental status of individuals. Therefore, they are also effective in their behavior. There are six specific subtypes of psychological factors: mental disturbance, psychological symptom, personality trait or coping style, maladaptive health behavior, or a stress-related physiological response that adversely affects the general health condition. Influencers’ effects on their audience are acute. Through investigation of the literature on this subject, it can be said that although some studies have been done sporadically on detecting psychological factors of influencer marketing, there is still a lack of a comprehensive framework. To fill the gap, the main aim of the present study is to identify and analyze the social media influencers’ psychological effects on their followers. MethodologyIn this study, a mixed-methods approach has been used which is the result of applying quantitative and qualitative methods. First, by using the qualitative method of systematic review, 26 codes were extracted from the 46 final selected articles and the codes are in the form of 8 concepts. Then, the concepts formed two main categories. Next, in order to reveal hidden variables and analyze the psychological effects of Instagram influencers on consumers, exploratory factor analysis was used via SPSS software in the statistical population of female students of Mazandaran University. Considering the sample size formula, 383 questionnaires were obtained through available sampling. Finally, an expert questionnaire has been designed and distributed to the twelve influencer marketing experts to express opinions about categories of codes and concepts in the form of a Likert scale. According to the results of the Kolmogorov-Smirnov test, the data did not follow the normal distribution; therefore, the results of the questionnaire were checked by performing the binomial test. According to the test results, since the significance coefficient in all psychological cases is equal to zero and less than the error level of 0.05, all the detected psychological effects have been confirmed by the experts. FindingsThe results of the research showed that influencers in the study have positive and negative psychological effects on their followers and consumers. The positive effects are detected in six concepts including emotional support, identification, pleasurable experience, empathy, creating a good mindset, and inclination to brand. The two negative effects are classified into concepts of mental disorders and destructive behaviors. The study tried to investigate the psychological factors of influencer marketing on social media audiences, especially women who are more affected by influencers, to reveal their positive and negative impact. With respect to the negative impact of influencer marketing, some necessary and preventive actions should be taken, and in the positive aspect, essential acts should be reinforced. For example, based on various scientists’ opinions, the direct effect of happiness on the human psyche cannot be denied. In addition, happiness and pleasure are related to releasing hormones like oxytocin and dopamine which increase the satisfaction of life. Conclusions The study can be practical for consumers, brand owners, social media influencers, and those in charge of virtual networks. The brand owners, considering the deep psychological effects of the influencers on customers, can use influencer marketing in their promoting strategies. In this way, they extend consumers’ mental, psychological, and emotional engagement with the product. The influencers are aware of their deep behavioral effect on their followers. It is done through managing their conduct and page content they wipe their destructive impacts out and try to have positive impacts on their followers. In addition, consumers, considering influencers’ psychological effects, should be cautious about choosing and taking their advice.
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