ارائه يك مدل با هدف پشتيباني تصميم جهت انتخاب اثربخش افراد تأثيرگذار دركمپين‌هاي بازاريابي درشبكه اجتماعي اينستاگرام

Providing a model to support the decision to select the most influential influencer in marketing campaigns on the Instagram social network

بازارايابي تأثيرگذار شاخه‌اي از بازاريابي است كه با شناسايي و تمركز بر اشخاص و يا سبك خاصي از جامعه و پس از رصد مخاطبين بالقوه به ساير فعاليت‌هاي بازاريابان در اين حوزه‌ مانند تعيين روش‌ها و بازار، معيارهاي انتخاب افراد تأثيرگذار هدف، نحوه‌ي انتقال صحيح پيام و جذب مخاطب جهت بهبود و افزايش ميزان بازدهي و ارزش تجاري برندها، كسب وكار و محصول/خدمت جهت مي‌دهد. پژوهش حاضر با هدف ارائه يك مدل تصميم‌گيري جهت انتخاب اثربخش افراد تأثيرگذار از بين جامعه‌‌ي اين افراد درشبكه‌ي اجتماعي اينستاگرام، براي محصول / خدمت مورد بازاريابي انجام پذيرفته است. تحقيق حاضر از نظر هدف كاربردي بوده و از منظر شيوه گردآوري داده‌ها جزو تحقيقات توصيفي- همبستگي مي‌باشد. به منظور گردآوري داده‌ها از پرسشنامه محقق ساخته استفاده گرديده و همچنين براي تحليل داده‌هاي تحقيق، از تكنيك سوارا و وزن‌دهي معيارها و با استفاده از مدل‌هاي تصميم گيري چند متغيره (MCDM) استفاده گرديد. نتايج حاكي از اين است كه در فرآيند تخصيص فرد تأثيرگذار به محصول/ خدمت مورد نظر، معيارهايي مانند نوع فعاليت (محصولات و خدمات ارائه شده توسط اين افراد) و حوزه كلي فعاليت فرد تأثيرگذار (نقش اجتماعي) در اينستاگرام به ترتيب داراي بيشترين تأثيرات در انتخاب فرد براي محصول / خدمت مورد نظر بوده و در مدل تصميم‌گيري روابط مثبت و معناداري بين ميزان صحيح بودن تخصيص فرد تأثيرگذار با ويژگي محصول / خدمت مورد نظر ايجاد مي‌كند.

With the advent of digital marketing, followed by the emergence of social networks such as Facebook and Instagram, followed by the emergence of entities called influencers in social networks, several sub-branches for optimizing marketing with the aim of a larger audience, greater impact, more accurate targeting and lower advertising cost for businesses came into being. Influencer marketing is a branch of marketing that identifies and focuses on individuals or a particular style of society and after observing potential audiences directs other marketers' activities in this area such as determining methods and markets, criteria for selecting the right target influencers, as well as how to convey the right message and attract the audience to improve and increase the efficiency and commercial value of brands, businesses, and products/services. The present study aimed to provide a decision-making model for selecting the most effective influencer from the influencer community under study (Instagram social network) for the product / service being marketed. Criteria for identifying influencers in the present study were obtained by collecting the criteria that were sparsely examined and determined in determining the optimal influencer in various studies. These criteria were developed through a 17-point questionnaire of a five-point Likert scale, which was approved and after confirming the content validity among 100 experts in the fields related to the research topic, it was purposefully distributed and was examined by fuzzy Delphi method. The questionnaire was also scientifically accepted with Cronbach's alpha higher than 0.8 and was finalized. The weight of the final criteria was determined separately for each of the 5 proposed products through the Savara technique, and finally, having the weight of each criterion suitable for each product, those criteria were examined separately for 14 Instagram social network influencers and using multivariable decision-making models (MCDM) Positive and significant relationships were found between the selected influencer and the desired product / service.