The Impact of Influencer Marketing on Instagram Social Media on Publishing Industry with a Netnography Approach

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Jahanshahi Peyman; Rahimpour Amir; Shahrabi Behzad

Educational Videos and Scientific Workshops

Scientific Information Database

ISSN: 2588-4824

Journal Paper

Paper Information

Journal: Year:2023 | Volume:11 | Issue:45 Page(s): 45-70

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Title

The Impact of Influencer Marketing on Instagram Social Media on Publishing Industry with a Netnography Approach

Author(s)

Jahanshahi Peyman | Rahimpour Amir | Shahrabi Behzad | Issue Writer Certificate

Keywords

Influencer MarketingQ4

Social MediaQ4

Netnography ApproachQ4

publishing industryQ4

Abstract

Due to the increasing impact of Influencer Marketing, this research, using the capacity of the country's national media as well as Instagram Social Media, has addressed the impact of influencers on the audience of the digital publishing industry with a Netnography Approach.The present study sought to answer the question of how influencers in the cultural field of the country can use the capacity of radio and television to introduce and become an influencer and then use Instagram Social Media in the form of posts on personal pages to affect users and cause Promote the culture of reading and subsequently the prosperity of the publishing industry.The study approach of this research is qualitative and exploratory in nature. The statistical sample includes 30 users of physical books, digital books, podcasts and audio readers who have commented on the products introduced by influencers on Instagram in the comments below. The research has been identified and analyzed from the qualitative Netnography research method of customers and their feedback on the introduced titles.The results of this study indicate the important role of influencers by presenting a model, the importance of influential factors and analysis of strategies for the prosperity of book reading culture and subsequently the publishing industry using the capacities of radio and television. In fact, the findings of this study indicate that gaining trust is before advertising, and trust must first be created in "Influencer Marketing" in order to persuade the audience / user to use a product by advertising it.

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