نوع مقاله : مقاله پژوهشی
نویسندگان
1 گروه آموزشی مدیریت کارآفرینی دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران
2 استاد گروه آموزشی مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، ایران.
3 دانشآموخته کارشناسی ارشد مدیریت کارآفرینی، دانشکده اقتصاد، مدیریت و علوم اداری دانشگاه سمنان، سمنان، ایران.
4 دانشجوی دکترای مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری دانشگاه سمنان، سمنان، ایران.
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Extended Abstract
Introduction
In today’s global economy, customer interaction and business models have shifted from traditional physical frameworks to internet-based digital communications, driven by the "Information and Communication Age." This transformation has accelerated the digitization of marketing and customer engagement, compelling businesses to adopt innovative communication models to stay competitive. A key trend in this evolution is influencer marketing on social media, which acts as a vital intermediary between brands and audiences, fostering customer loyalty. Customer loyalty is a cornerstone of sustainable competitive advantage, as customers are the heart of any business.
Social media platforms enable active user participation, allowing them to engage in discussions and share opinions. In this dynamic environment, influencers—often ordinary users who gain influence through authenticity and specialized content—play a pivotal role in digital marketing. Their impact is rooted in theories like Social Learning Theory, which suggests people emulate influential figures, and the Elaboration Likelihood Model, which posits that audiences process information via central (content-focused) or peripheral (source-focused) routes. On visually driven platforms like Instagram, influencers excel in fields like fashion and lifestyle, where their expertise aligns with brand values, enhancing trust and credibility.
This study investigates whether influencer characteristics affect customer loyalty, mediated by perceived characteristics, and whether demographic factors moderate this relationship. Focusing on Iran’s apparel market on Instagram, it examines customer loyalty as the dependent variable, influencer characteristics (expertise, authenticity, attractiveness, interactivity) as the independent variable, perceived characteristics as the mediating variable, and demographic factors (age, gender, education) as the moderating variable.
Methodology
This applied research used a survey-based approach to collect data from Instagram users following apparel influencers in Iran. Due to the population’s indeterminate size, a sample of 384 respondents was determined using the Morgan and Krejcie table (1970), employing stratified random sampling. A standardized questionnaire, validated for reliability and validity, was used. Cronbach’s alpha confirmed high reliability (0.84 for influencer characteristics, 0.91 for perceived characteristics, 0.88 for customer loyalty, 0.91 for demographic characteristics). Content validity was verified by academic experts, and construct validity was confirmed through confirmatory factor analysis.
Data analysis involved descriptive statistics (mean, standard deviation, frequency, percentage) and inferential analyses, including the Kolmogorov-Smirnov test for normality, Pearson correlation for variable relationships, and analysis of variance for group comparisons. Structural Equation Modeling (SEM) with Smart PLS software tested hypotheses, and SPSS version 27 was used for statistical analyses. The data distribution was non-normal (p < 0.05), but the large sample size (384) justified parametric tests based on the Central Limit Theorem.
Discussion and Results
The study provides insights into the relationships between influencer characteristics, perceived characteristics, demographic factors, and customer loyalty in Iran’s Instagram apparel market. The mean score for influencer characteristics was 3.35 (median 3.36), indicating positive respondent evaluations. Customer loyalty had a mean of 3.30, with skewness (-0.46) and kurtosis (0.39) suggesting near-normal distribution. Mediating and moderating variables showed moderate dispersion and consistent responses.
Using Partial Least Squares (PLS) SEM, all hypothesized relationships were significant at the 0.05 level (T-values > 1.96). Influencer characteristics positively affected perceived characteristics (β = 0.66), showing that traits like expertise and authenticity shape follower perceptions. Perceived characteristics strongly influenced customer loyalty (β = 0.96), highlighting their role in fostering brand commitment. The mediating role of perceived characteristics was confirmed (β = 0.81), indicating that trust and credibility are crucial for loyalty outcomes. However, demographic characteristics did not moderate the relationship between influencer characteristics and perceived characteristics, suggesting that influencer marketing’s impact is consistent across demographic groups.
The model’s goodness of fit was robust, with a Goodness of Fit (GOF) index of 0.40, R² of 0.524 (explaining 52.4% of customer loyalty variance), and Q² of 0.291, indicating strong predictive power. The bootstrap method confirmed significant indirect effects (p < 0.05, confidence intervals excluding zero), validating the mediating role of perceived characteristics. These findings underscore the importance of influencer traits in shaping perceptions and loyalty, particularly on visually driven platforms, and suggest that authenticity and engagement outweigh demographic tailoring.
Conclusion
This research highlights influencer marketing’s transformative potential as a customer-centric strategy in Iran’s Instagram apparel market. By leveraging influencer traits like expertise and authenticity, businesses can foster positive perceptions that enhance customer loyalty. The strong mediating role of perceived characteristics emphasizes trust and credibility as key drivers of sustained commitment. The lack of a moderating effect from demographic factors suggests that influencer marketing is broadly effective across diverse audiences, making it a versatile tool for brand loyalty.
Limitations include the focus on apparel influencers, limiting generalizability, and reliance on self-reported data, which may introduce biases. The novelty of influencer marketing in Iran may have influenced responses. Future research should explore other sectors, include objective data (e.g., purchase frequency), and examine additional moderators like digital literacy. Comparative studies across platforms or international markets could further enrich insights. By addressing these gaps, businesses can optimize influencer marketing to strengthen customer loyalty and achieve sustainable competitive advantages in the digital era.
کلیدواژهها [English]
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