Document Type : Original Article
Authors
1 Assistant Professor, Business Management, Department of Management, shiraz Islamic Azad University, Shiraz, Iran
2 Professor, Business Management, Department of Management, yazd Islamic Azad University, Yazd, Iran
3 Professor, Internal Medicine, Research Center for Infectious Diseases of the Middle East, Tehran, Iran
Abstract
The creation and introduction of approved influencers in various specialized areas of health requires the knowledge of influential factors as well as indicators that require analysis in each specialty and condition. The primary objective of this research is to identify and evaluate the indicators and factors of influencer marketing in the field of health in Iran. In order to achieve the objectives of the research, the research consists of two stages. In the first stage, influencer marketing in the field of health has been identified using the content analysis method. In the second stage, exploratory and confirmatory factor analysis method has been used to group indicators and identify and evaluate influencer marketing factors in the field of health.
Methods: In terms of the objectives, this research is applied, while in terms of the research approach, it follows an inductive approach and in terms of its nature, it is exploratory-analytical research.
Results: In the first stage, using content analysis method running NVIVO software and reviewing the related articles, influencer marketing indicators in the field of health were addressed and 26 indicators were eventually identified. In the second stage, using exploratory and confirmatory factor analysis and the statistical population of 1126 students and through the questionnaire running AMOS software, 5 final factors including Personality and Charisma Traits, active and skillful characteristics, behavioral characteristics, and indicators of infrastructural measures, and Performance and Engagement Metrics were identified and evaluated.
Conclusion: In the vision of today's media activities, audiences are increasingly turning to online communities for media consumption and information exchange about specific interests such as health-related topics.
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