درخت حوزه‌های تخصصی

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.

Purpose: Considering the role of quality of educational services in the growth and development of society, the present study was conducted to the aim of identifying the factors effecting on assessing the quality of educational services in education. Methodology: This study in terms of purpose was applied and in terms of implementation was qualitative. The research community included documents related to the quality of educational services and experts in this field including university professors, current and former senior managers and school managers in the seventh district of Tehran education in 2020 year. The research sample included documents and 17 experts according to the principle of theoretical saturation which after reviewing the desired characteristics to inclusion criteria were selected by purposive sampling method. Data were collected by take noting and semi-structured interview methods and to analyze them used from open, axial and selective coding method. Findings: The results showed that for the factors effecting on assessing the quality of educational services were identified 83 open codes in the form of 39 sub-categories and 5 main categories. The five main categories included organization management with 7 sub-categories, organization structure with 9 sub-categories, human resources with 6 sub-categories, comprehensive planning with 9 sub-categories and quality management with 8 sub-categories. Finally, based on the identified categories was designed the conceptual model of research for factors effecting on assessing the quality of educational services in education. Conclusion: The results of this research can help education specialists and planners both to assess the quality of educational services and to improve the quality of educational services in education. As a result, the use of education experts and planners from the conceptual model of current research along with models derived from other research can play an important role in improving the quality of educational services.