Volume 31, Issue 2 (2024)
AIJH 2024, 31(2): 149-168 |
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nedaee ط, rahimi F. The Impact of Instagram Marketing Influencers in the Fitness Industry on Consumers’ Trust. AIJH 2024; 31 (2) :149-168
URL: http://aijh.modares.ac.ir/article-31-58352-en.html
URL: http://aijh.modares.ac.ir/article-31-58352-en.html
1- Assistant Professor, Department of Sports Science, Faculty of Literature and Humanities, Qom University, Qom, Iran , tahereh.nedaei@gmail.com
2- M.A. in leisure time and recreational sports management, faculty of literature and humanities, University of Qom, Iran
2- M.A. in leisure time and recreational sports management, faculty of literature and humanities, University of Qom, Iran
Abstract: (381 Views)
This study aimed to investigate the impact of influencer marketing on Instagram in the fitness industry on consumers’ trust. The research method was descriptive and its statistical population consisted of all Iranian Instagram users, from which a sample of 100 people were selected by available sampling method and was evaluated using effective marketing questionnaires and overall consumer confidence. Research data were analyzed using a Pearson correlation coefficient, and structural equation modeling using SPSS-22 and Smart PLS software. The results of the present study showed that there is a positive and significant relationship between perceived correctness, perceived benevolence, and perceived knowledge with consumer trust. The results of the structural equation model showed that the research model has a perfect fit and influential people in the fitness industry have an impact on consumer confidence.
Article Type: Original Research |
Subject:
Arts and Humanities (General)
Received: 2022/01/2 | Accepted: 2022/07/8 | Published: 2024/12/12
Received: 2022/01/2 | Accepted: 2022/07/8 | Published: 2024/12/12
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