Volume 7, Issue 4 (3-2021)
Human Information Interaction 2021, 7(4): 46-58 |
Back to browse issues page
Download citation:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
hajihoseini E, sanavifard R, hamidizadeh A. Presenting a Digital Content Marketing Model (Case Study: Instagram Bloggers). Human Information Interaction 2021; 7 (4)
URL: http://hii.khu.ac.ir/article-1-2973-en.html
URL: http://hii.khu.ac.ir/article-1-2973-en.html
Abstract: (3406 Views)
Background and Aim: Instagram content is of concerns to business owners today. Nevertheless, the central problem in the production of Instagram content is not just writing a text. But how the audience conveys and comprehends it. This article aims to provide a digital content marketing model for Instagram bloggers.
Research Method: This is an applied mixed research (quantitative and qualitative). Population of qualitative part includes experts in the field of digital content marketing. Sample for this section consisted of 20 individuals using purposive sampling method. In the quantitative part population consisted of all Instagram bloggers. Sample of 400 individuals selected based on Cochran's formula by stratified random method. Instruments were interviews and researcher-made questionnaires that approximately 600 questionnaires were sent online and 400 were returned. Lisrel and smartpls3 software were used to analyze the data.
Findings: Results identified 36 components and 95 indicators that 7 effective components including: Motivation, business intelligence, audience experience, preferences and tastes, research and development, creativity and influencers which respectively 0.119, 0.138, 0.105, 0.222, 0.128, 0.144 and 0.212 had an impact on digital content marketing. Furthermore, 11 components of competitiveness, communication, audience trust, value creation for the audience, promoting e-learning culture, loyalty and persuasion to buy, brand awareness, brand health, e-marketing effectiveness, word of mouth and participation influenced by digital content marketing. In addition, mechanisms, facilitators and barriers to digital content marketing were presented.
Conclusion: Results could be used as a first step in the study of digital content for Instagram bloggers and are also applicable to marketing and consumer behavior professionals. Paying attention to the content of bloggers' pages on Instagram in the field of marketing provides favorable conditions for improving consumers' attitudes towards online advertising and sales.
Research Method: This is an applied mixed research (quantitative and qualitative). Population of qualitative part includes experts in the field of digital content marketing. Sample for this section consisted of 20 individuals using purposive sampling method. In the quantitative part population consisted of all Instagram bloggers. Sample of 400 individuals selected based on Cochran's formula by stratified random method. Instruments were interviews and researcher-made questionnaires that approximately 600 questionnaires were sent online and 400 were returned. Lisrel and smartpls3 software were used to analyze the data.
Findings: Results identified 36 components and 95 indicators that 7 effective components including: Motivation, business intelligence, audience experience, preferences and tastes, research and development, creativity and influencers which respectively 0.119, 0.138, 0.105, 0.222, 0.128, 0.144 and 0.212 had an impact on digital content marketing. Furthermore, 11 components of competitiveness, communication, audience trust, value creation for the audience, promoting e-learning culture, loyalty and persuasion to buy, brand awareness, brand health, e-marketing effectiveness, word of mouth and participation influenced by digital content marketing. In addition, mechanisms, facilitators and barriers to digital content marketing were presented.
Conclusion: Results could be used as a first step in the study of digital content for Instagram bloggers and are also applicable to marketing and consumer behavior professionals. Paying attention to the content of bloggers' pages on Instagram in the field of marketing provides favorable conditions for improving consumers' attitudes towards online advertising and sales.
References
1. Akram, Tayyaba; Lei, Shen; Haider, Muhammad Jamal; & Hussain, Syed Talib. (2018). Exploring the Impact of Knowledge Sharing on the Innovative Work Behavior of Employees: A Study in China. International Business Research, 11(3), 186-194. Retrieved from [DOI:10.5539/ibr.v11n3p186]
2. https://ideas.repec.org/a/ibn/ibrjnl/v11y2018i3p186-194.html
3. Akram, Tayyaba; Lei, Shen; Haider, Muhammad Jamal; & Hussain, Syed Talib. (2020a). The impact of organizational justice on employee innovative work behavior: Mediating role of knowledge sharing. Journal of Innovation & Knowledge, 5(2), 117-129. [DOI:10.1016/j.jik.2019.10.001]
5. Akram, Tayyaba; Lei, Shen; Haider, Muhammad Jamal; & Hussain, Syed Talib. (2020b). The impact of organizational justice on employee innovative work behavior: Mediating role of knowledge sharing. Journal of Innovation & Knowledge, 5(2), 117-129. [DOI:10.1016/j.jik.2019.10.001]
7. Astor, Ron Avi; & Benbenishty, Rami. (2018). Bullying, School Violence, and Climate in Evolving Contexts: Culture, Organization, and Time. Oxford University Press. [DOI:10.1093/oso/9780190663049.001.0001]
8. Battistelli, Adalgisa; Odoardi, C; Vandenberghe, C; Di Napoli, G; & Piccione, L. (2019). Information sharing and innovative work behavior: The role of work-based learning, challenging tasks, and organizational commitment. Human Resource Development Quarterly, 30(3), 361-381. [DOI:10.1002/hrdq.21344]
9. Carmeli, Abraham; & Azeroual, Benny. (2009). How relational capital and knowledge combination capability enhance the performance of work units in a high technology industry. Strategic entrepreneurship journal, 3(1), 85-103. [DOI:10.1002/sej.63]
10. Dong, Yuntao; Bartol, Kathryn M.; Zhang, Zhi-Xue; & Li, Chenwei. (2017). Enhancing employee creativity via individual skill development and team knowledge sharing: Influences of dual‐focused transformational leadership. Journal of Organizational Behavior, 3(38), 439-458. [DOI:10.1002/job.2134]
12. Elrehail, Hamzah; Emeagwali, Okechukwu Lawrence; Alsaad, Abdallah; & Alzghoul, Amro. (2018). The impact of Transformational and Authentic leadership on innovation in higher education: The contingent role of knowledge sharing. Telematics and Informatics, 35(1), 55-67. [DOI:10.1016/j.tele.2017.09.018]
14. Janssen, Onne. (2004). How fairness perceptions make innovative behavior more or less stressful. Journal of organizational behavior, 25(2), 201-215. [DOI:10.1002/job.238]
15. Karkoulian, Silva; Assaker, Guy; & Hallak, Rob. (2016). An empirical study of 360-degree feedback, organizational justice, and firm sustainability. Journal of Business Research, 69(5), 1862-1867. [DOI:10.1016/j.jbusres.2015.10.070]
17. Kim, Namhyun; & Shim, Changsup. (2018a). Social capital, knowledge sharing and innovation of small- and medium-sized enterprises in a tourism cluster. [DOI:10.1108/IJCHM-07-2016-0392]
18. Kim, Namhyun; & Shim, Changsup. (2018b). Social capital, knowledge sharing and innovation of small-and medium-sized enterprises in a tourism cluster. International journal of contemporary hospitality management, 30(6), 2417-2437.
https://doi.org/10.1108/IJCHM-07-2016-0392 [DOI:https://doi.org/10.1108/IJCHM-07-2016-0392]
19. Kline, Rex B. (2015). Principles and Practice of Structural Equation Modeling, Fourth Edition. Guilford Publications.
20. Kuo, Yen-Ku; Kuo, Tsung-Hsien; & Ho, Li-An. (2014a). Enabling innovative ability: knowledge sharing as a mediator. Industrial Management & Data Systems. [DOI:10.1108/IMDS-10-2013-0434]
22. Kuo, Yen-Ku; Kuo, Tsung-Hsien; & Ho, Li-An. (2014b). Enabling innovative ability: knowledge sharing as a mediator. Industrial Management & Data Systems. [DOI:10.1108/IMDS-10-2013-0434]
24. Le, Phong Ba; & Lei, Hui. (2019a). Determinants of innovation capability: the roles of transformational leadership, knowledge sharing and perceived organizational support. Journal of Knowledge Management. [DOI:10.1108/JKM-09-2018-0568]
25. Le, Phong Ba; & Lei, Hui. (2019b). Determinants of innovation capability: the roles of transformational leadership, knowledge sharing and perceived organizational support. Journal of Knowledge Management. [DOI:10.1108/JKM-09-2018-0568]
26. McMurray, Adela J.; Islam, Mazharul; Sarros, James C.; & Pirola‐Merlo, Andrew. (2012). The impact of leadership on workgroup climate and performance in a non‐profit organization. Leader-ship & Organization Development Journal. [DOI:10.1108/01437731211253000]
28. Mollazehi, asma; & Karimi, Fatemeh. (2019). Identification and validating factors affecting teachers' knowledge sharing through ICT. Science and techniques of information Management, 4(4), 103-131.
29. Momeni, Mikail; Ebrahimpour, Habib; & Ajirloo, Mohammad Bashokoh. (2014). Surveying the impact of inferential organizational justice on innovative work behavior. Singaporean Journal of Business, Economics and Management Studies, 51(1123), 1-8. [DOI:10.12816/0003900]
31. Monica Hu, Meng-Lei; Horng, Jeou-Shyan; & Christine Sun, Yu-Hua. (2009a). Hospitality teams: Knowledge sharing and service innovation performance. Tourism Management, 30(1), 41-50. [DOI:10.1016/j.tourman.2008.04.009]
32. Monica Hu, Meng-Lei; Horng, Jeou-Shyan; & Christine Sun, Yu-Hua. (2009b). Hospitality teams: Knowledge sharing and service innovation performance. Tourism Management, 30(1), 41-50. [DOI:10.1016/j.tourman.2008.04.009]
33. Raykov, Milosh. (2014). Employer support for innovative work and employees' job satisfaction and job-related stress. Journal of occupational health, 12-192. [DOI:10.1539/joh.12-0192-OA] [PMID]
34. Scuotto, Veronica; Beatrice, Orlando; Valentina, Cillo; Nicotra, Melita; Di Gioia, Leonardo; & Farina Briamonte, Massimiliano. (2020). Uncovering the micro-foundations of knowledge sharing in open innovation partnerships: An intention-based perspective of technology transfer. Technological Forecasting and Social Change, 152, 119906. [DOI:10.1016/j.techfore.2019.119906]
36. Theurer, Christian P; Tumasjan, Andranik; & Welpe, Isabell M. (2018). Contextual work design and employee innovative work behavior: When does autonomy matter? PloS one, 13(10), e0204089. [DOI:10.1371/journal.pone.0204089] [PMID] []
37. Wei, Jun; Zheng, Wei; & Zhang, Mian. (2011). Social capital and knowledge transfer: A multi-level analysis. Human Relations, 64(11), 1401-1423. [DOI:10.1177/0018726711417025]
39. Yan, Zhijun; Wang, Tianmei; Chen, Yi; & Zhang, Han. (2016). Knowledge sharing in online health communities: A social exchange theory perspective. Information & Management, 53(5), 643-653. [DOI:10.1016/j.im.2016.02.001]
40. Zohar, Dov; & Luria, Gil. (2005a). A multilevel model of safety climate: cross-level relationships between organization and group-level climates. Journal of applied psychology, 90(4), 616. [DOI:10.1037/0021-9010.90.4.616] [PMID]
41. Zohar, Dov; & Luria, Gil. (2005b). A multilevel model of safety climate: cross-level relationships between organization and group-level climates. Journal of applied psychology, 90(4), 616. [DOI:10.1037/0021-9010.90.4.616] [PMID]
Send email to the article author
| Rights and permissions | |
 | This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. |
