Template-Type: ReDIF-Article 1.0
Author-Name: Raheleh Ghasemi Rostamkolaei
Author-Name-First: Raheleh
Author-Name-Last: Ghasemi Rostamkolaei
Author-Email: raheleh.ghasemi@azad.ac.ir
Author-Workplace-Name: PhD Student, Department of Business Management, ST.C., Islamic Azad University, Tehran, Iran
Author-Name: Masoumeh Latifi Benmaran
Author-Name-First: Masoumeh
Author-Name-Last: Latifi Benmaran
Author-Email: m_latifi@azad.ac.ir
Author-Workplace-Name: Assistant Professor, Department of Business Management, ST.C., Islamic Azad University, Tehran, Iran
Author-Name: Naser Azad
Author-Name-First: Naser
Author-Name-Last: Azad
Author-Email: n_azad@azad.ac.ir
Author-Workplace-Name: Assistant Professor, Department of Business Management, ST.C., Islamic Azad University, Tehran, Iran
Title: Testing the Influencer Marketing Model in Iran’s Tourism Industry
Abstract: This study aims to examine the effectiveness of impactful marketing within Iran’s tourism industry. The research is applied in nature with respect to its objectives and adopts a descriptive-survey methodology in terms of data collection. Data were gathered using a researcher-developed, standardized questionnaire. The statistical population comprised 16,802 medical equipment customers (physicians) in Mazandaran Province, from whom a stratified sample of 376 respondents was selected. The composite and individual component reliability of the measurement instrument was assessed, with results confirming its reliability. Additionally, both convergent and discriminant validity analyses indicated adequate validity of the questionnaire. Structural Equation Modeling (SEM) was employed for data analysis, utilizing SmartPLS 4 software. Findings revealed the factor loadings, significance levels, and relationships among the core and secondary constructs of the impactful marketing framework in Iran’s tourism context. Moreover, the model demonstrated an acceptable level of fit and coherence. Consequently, it can be concluded that this framework—by focusing on identifying suitable influencers, creating compelling content, fostering continuous audience engagement, and leveraging emerging technologies—can play a pivotal role in enhancing Iran’s global standing in the tourism industry.
Classification-JEL: JEL
Keywords: Impactful marketing; tourist attraction; tourism industry; influencers
Journal: International Journal of Resistive Economics
Pages: 29-41
Volume: 14
Issue: 1
Year: 2026
Month: January
DOI: 10.22034/oajre.2026.560902.1170
File-URL: https://www.oajre.ir/article_238559_91699ed70cbebfbcddb3eb53ede632ac.pdf
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File-Function: Full text
File-URL: https://www.oajre.ir/article_238559.html
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Handle: RePEc:trd:journl:238559