Business strategies of video platforms in Argentina for access to digital content in pandemic (2020-2021).

The article studies the strategies adopted by four video streaming providers to promote access and circulation of digital audiovisual content in the context of the COVID-19 pandemic in Argentina between 2020-2021. Based on the core model, type of ownership and origin, the cases are: the public platform Cine.ar;the national platform Flow;and the transnational platforms Movistar TV and Netflix. The areas of analysis are: measures adopted by the providers for access to content;production activities in the country;relationship with other agents of the communications industry;and impact on the business. (English) [ FROM AUTHOR] El artículo estudia las estrategias adoptadas por cuatro proveedores de streaming de video para promover el acceso y circulación a contenidos audiovisuales digitales en el contexto de pandemia de COVID-19 en Argentina entre 2020-2021. Atendiendo a la representatividad de modelo central, tipo gestión y origen, los casos son: la plataforma pública Cine.ar;la nacional, Flow;y las transnacionales, Movistar TV y Netflix. Los ejes de análisis son: medidas adoptadas por los proveedores para el acceso a contenidos;actividades de producción en el país;relación con otros agentes de la industria de comunicaciones;e impacto en el negocio. (Spanish) [ FROM AUTHOR] Copyright of Zer: Journal of Communication Studies / Revista de Estudios de Comunicacion / Komunikazio Ikasketen Aldizkaria is the property of Universidad del Pais Vasco and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full . (Copyright applies to all s.)

The COVID-19 Pandemic and Its Influence on Coworking Spaces in Slovakia: West–East Division

Operation of the coworking spaces (CSs) all over the world was strongly impacted by the COVID-19 pandemic, including those in Slovakia. The capital city's CSs and coworking spaces localised in non-metropolitan eastern part confirmed decline in co-worker presence that have also influenced financial aspect of the coworking spaces stability and resilience. Even though there have been several possibilities of national and local grants from public authorities, this support was not widely used and no CSs decided to contact the owners of premises in order to get rent deferrals and/or rent discounts. The pandemic also caused switch of physical events into online activities and activate those spaces located in the eastern part of the country as the number of the events in these spaces overall increased. Even the community spirit inside the CSs transformed to community events decreased due to the adaptation of government measures, cooperation outside individual CSs have strengthen and lead to establishing of formalised coworking association in Slovakia. In spite of the difficult situation the CSs have to face, many of them realised the need of adaptation and invested in ICT devices, change of already not sufficient marketing strategies but also see business opportunities as several new coworking spaces have started to operate. All these aspects point at the fact that flexible work arrangement coworking spaces offer could help to solve global economic crisis. © 2023, The Author(s).

Eco Cuty: The Eco-Friendly Marketing Strategy Model for MSME?s Economic Recovery Movement Post-Covid 19

The Covid-19 pandemic has significantly impacted various sectors, especially the global economy, resulting in limited MSME operations and fewer consumers who shopped directly compared to regular days. The new eco-friendly marketing system utilizing technology is a new obstacle for MSMEs in marketing their products because it relates to understanding, readiness, and ability to apply the technology. This study explores implementing an integrated ecofriendly marketing strategy model by MSME actors in Central Java in the context of economic recovery after the Covid-19 pandemic. This type of research is exploratory qualitative research with the subject of MSMEs in eco-friendly products in Central Java. The data collection technique used non-probability sampling (snowball sampling). The analysis starts with data reduction, data presentation, and summarization. The results of the study indicate that the implementation of the "ECO CUTY" solution model can be done in three ways, including (1) entrepreneurial skills;(2) institutional strengthening as an economic force to produce quality products;(3) sociopreneur skills. The implication of this research is to provide a multiplier effect by improving MSME business performance at the international level through the government's role in facilitating online single submission program management in order to monitor developments comprehensively so that governments can later adopt the successful implementation of the "ECO CUTY" model in other countries.

A Discussion on Changes in Consumer Behaviors and Marketing Coping Strategies during the Pandemic Era – A Case Study of the Hotel Industry and Catering Industry

To date, the COVID-19 pandemic has been affecting the world for three years, and it has greatly impacted the service industry, especially the hotel and the catering industries, which were the first to bear the brunt, as the pandemic changed the previous living habits and consumption patterns of many consumers. This study used in-depth interviews in qualitative research methods to conduct exploratory research of these two service industries and analyzed the changes in marketing environments and consumer behaviors faced by enterprises under this pandemic. The research results show that there were significant impacts and changes in the marketing macroenvironment (political, economic, social and cultural, and technological) and microenvironment (suppliers, competitors, and customers). Meanwhile, this study also put forward possible business opportunities for and threats to enterprises due to this pandemic. Finally, this study proposes strategic marketing implications and practical management suggestions for enterprises to adjust market segmentation and positioning. Furthermore, this study formulates the 7P marketing strategies of Product, Price, Place, Promotion, People, Physical Evidence, and Process to mitigate the adverse impacts of the pandemic.

Haikou restaurant: the entrepreneur's dilemma in the new normal

Learning outcomes: The purpose of this paper is to understand a new restaurant venture's target segment and create a consumer profile for the new restaurant;to design a positioning statement for the new restaurant;to appraise the marketing strategy and suggest improvements in the marketing mix of a new restaurant venture in the new normal;to discuss the augmentation of services by a new restaurant to compete effectively in the market;and to identify and discuss the vital marketing steps for opening a restaurant in the new normal. Case overview/synopsis: Kelvin, an ambitious and budding restaurateur, had high aspirations with great plans. V café was his first running venture. The income from V café was not enough to improve his social position. He wanted to open a new restaurant (Haikou) and earn more. Kelvin was well aware of COVID-19's current condition and its severe implications for the restaurant business. He did not have any experience in marketing a restaurant. So he was puzzled about understanding the target segment, positioning and marketing mix of the proposed restaurant in the new normal. Complexity academic level: The case will cater to business management students pursuing a postgraduate management program. The case can be applied in Marketing Management, Entrepreneurship, Hospitality Management and Services Marketing courses. The prerequisite for this case is a basic understanding of marketing concepts. Supplementary materials: Supplementary materials teaching notes are available for educators only. Subject code: CSS 8: Marketing. © 2023, Emerald Publishing Limited.

Digital Marketing Strategy for Health Food and Beverage Products in a Pandemi Wave

During the Covid-19 pandemic in Indonesia, food and beverage products were the products out of 4 other product sectors purchased by consumers with fast turnover, often called fast-moving consumer goods (FMCG). Products that are excellent during the Covid-19 pandemic are healthy food and drinks. In marketing these products, an appropriate and effective marketing strategy is needed in order to win the competition. Digital marketing strategy. The purpose of this paper is to discuss CRM strategies that can be developed to support OsmarO's digital product business. In addition, this paper also discusses the benefits that can be obtained from applying social media marketing strategies for OsmarO products. © 2022 ACM.

Online Marketing of European Geoparks as a Landscape Promotion Tool

In the current post-COVID-19 era, online marketing is a supporting tool in marketing. The potential visitors to tourism destinations, such as geoparks, are increasingly guided and oriented by the rules of online marketing as the online space represents the main source of information. Geoparks should take this as a key fact. The research concentrates on the issue of geopark marketing from the view of the available information that geoparks present in the online space. The fundamental is to point out the information that is available on geopark websites. The method used in the research is based on an evaluation matrix that served as a basis for searching for information on websites. Based on the results of the analysis, geoparks in the EGN network present information of a general nature to a sufficient extent on their websites;they lack a better offer of product packages, online sales and orientation to new social networks that are used by the young generation. The clear answer is the professionalization of marketing, which would undoubtedly represent an effective step in the management of geoparks as well as the promotion of the country that the geopark represents.

The Study on People's Live-Streaming Consumption of Fresh Products and Its Influencing Factors-A Data Model Analysis in the Context of COVID-19 Pandemic

Against the backdrop of the rapid development of e-commerce and the severe blow to fresh food e-commerce shopping caused by the COVID-19 Pandemic, this paper discusses consumers' perceptions of fresh food in the e-commerce live streaming mode using data mining in conjunction with a literature review and a questionnaire survey before presenting research findings that analyze influencing factors and product purchase behaviours. The total consumption and frequency of live-streaming consumption(FLSC) are closely examined in consumer behaviours. We investigate product's cost-performance cognitions(PCC), influencers cognitions(IC), logistics cognitions(LC),discounts cognitions(DC), live-streaming platforms cognitions(LPC), on-line interaction cognitions (OIC), live-streaming disadvantage cognitions(LDC), and impulsive consumption cognitions(ICC) as influencing factors. According to the data model fitting results, merchants can refer to research suggestions and optimize their marketing strategies, improve the problems in the fresh food live streaming marketing strategy, and improve consumer satisfaction, thereby promoting the development of fresh food e-commerce. © 2022 IEEE.

Gyan Fresh: Digital Transformation of Dairy Business with Resilience and Technology Innovation

Gyan Dairy, headed by the Agarwal brothers, was a privately held subsidiary of C. P. Milk, started as a small dairy unit in 2007. Gyan Dairy became one of the largest regional players in the state of Uttar Pradesh (India). The Indian government imposed the most strict and longest lockdown in 2019 to tackle the COVID-19 pandemic. This raised severe challenges for businesses, especially the dairy industry, which relies heavily on the movement of people and vehicles to ensure the delivery of products to consumers. Gyan dairy launched Gyan Fresh app to integrate the app-based home delivery business model for its dairy products. This case discusses the story of Gyan Fresh, which enabled self-orders and brought disruptive changes in the Indian dairy market and consumer behaviour. Furthermore, the case discusses the challenges and the next steps to expand the business, retain consumers and streamline the distribution channels.

Organic Mart: E Commerce Web Site for Agriculture

The corona virus pandemic has made severe changes to our lifestyle, thereby, indirectly affecting our physical and psychological well-being.: how we work, socialize. With the global pandemic still in the process of altering the definition of "normal life” across the planet, most industries are still scrambling to cope up. Electronic-commerce (e-commerce) is the buying and selling of services and products, or the transmitting of data or funds, over a network, primarily the web. Business to business (B2B), business to consumer (B2C), consumer to consumer or consumer-to-business are the different types of business transactions. The terms e commerce and e business are often interchangeable. The term e tail is used in addition to the reference in transaction processes for online shopping. E-Commerce platform with modern technologies which is MERN (MongoDB, Express, React, and Node.js) Stack. Agriculture specific functionality which incorporates selling agriculture related products. By this platform farmers will get exposure and farmers will receive their profits directly through the web site. E-Commerce platform includes PAN India support (including rural). Farmers will get a precise idea of what they are buying with the help of description provided by the admin. Ideal agro e commerce can make a remarkable benefit to "developing” countries. Make transactions risk-free and help track resource expenditure. Work as a powerful catalyst for economic development. © 2023, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.

Marketing strategy of characteristic agricultural products under the background of ‘internet +'

At the beginning of 2020, affected by the COVID-19 epidemic, large-scale gathering activities and offline purchasing activities are difficult to operate normally. As a result, the contactless online sales model of farm produce e-business has attracted wide attention of consumers because it avoids direct contact between people and reduces the risk of infection among users. The E-Marketing link of characteristic farm produce can reflect the good advantages of ‘Internet +' era. For merchants, they can provide better services to customers through the Internet, thus enhancing their purchasing power. According to the unique attributes and categories of farm produce and other labels, combined with KNN (K-nearest neighbour) algorithm, this paper builds a marketing model of characteristic farm produce to improve the accuracy of farm produce recommendation, so as to realise the accurate marketing of characteristic farm produce under the background of ‘Internet +'. Experimental results show that the recall rate of the algorithm is 97.21% and the accuracy rate is 95.34%. Therefore, the precision marketing system model of e-business farm produce designed in this paper has high precision in predicting consumers' purchase intention, and can be used as decision-making basis for enterprises in its precision marketing. © 2023 Informa UK Limited, trading as Taylor & Francis Group.

Data-Driven Approach to Raise the Marketing and Trade Strategy based on Halal Food Product Transactions of China Market

The adaptation of halal food to Chinese food culture was investigated in a meta-analysis of this China e-commerce study. Indoctrination is a sociocultural transformation in the Coronavirus pandemic in which a community of people or an in-dividual integrates into a different culture or country by adopting the host culture's linguistic skills, social features, nutritional pat-terns, and the current growth of e-commerce consumption. We ap-ply a data-driven marketing approach and modify the STP model in marketing to analyze the product differentiation parameters ac-cording to the research. Consuming halal food prepared following Islamic standards is a religious dietary obligation imposed on all Muslims, regardless of where they reside or travel. In Arabic, the term 'halal food' refers to food that is legal and allowed to ingest. Among many other dietary requirements, Islamic tenets ban the consumption of porcine food items, dead animal meat, animal blood, and any quantity of alcohol. Islam and halal eating prac-tices were introduced to China in the early seventh century by Cen-tral Asians and Muslim missionaries traveling through the peri-lous ancient desert. Throughout its history, China has been a non-Muslim country, but halal food practice has been successfully assimilated and even flourished as a key component of contemporary Chinese cuisine culture. This paper addresses the two most significant variables that have contributed to the successful cultural as-similation of halal food into the new Chinese food culture in the digital era through key Chinese e-commerce sites. © 2022 IEEE.

Marketing Strategy of Island Tourism Development under Coronavirus Epidemic case study of Nan'ao Island in China

Affected by the new coronavirus pneumonia from the year 2019 to 2022, the economic development of the tourism industry was bleak. According to data released by the Ministry of Culture and Tourism, domestic tourism revenue in 2019 was 5.73 trillion yuan. In 2020, under the impact of the epidemic, the domestic tourism market has entered a low stage, with annual domestic tourism revenue of 2.23 trillion yuan, down 61.07 % year-on-year. Judging from the situation of people's travel in recent years, the development of tourism is growing. Under the epidemic, the tourism industry was pressed the pause button and the expected recovery is full of uncertainty. The epidemic has brought great challenges to the tourism industry, but it is not impossible to break through. This will be a good time for transformation and upgrading. If the tourism industry wants to make more stable and better pace of development, more intelligent information construction services need to be created into it in order to achieve breakthrough and develop characteristic products. In the era of marine economy in the 21st century, island tourism is an important part of the marine industry group. It is favored because it gives tourists a psychological feeling of staying away from the hustle and bustle of the city and returning to nature completely. The island has become a popular attraction in the world. In view of this, it is of great significance to summarize the research on island tourism. Taking Nan'ao Island in Guangdong as an example, this paper analyzes the existing problems of island tourism and formulates corresponding marketing strategies, aiming at improving its competitiveness in the travel industry and forming differentiated competitive advantages. [ABSTRACT FROM AUTHOR] Copyright of Technium Social Sciences Journal is the property of Technium Press Constanta and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Analysis of Competitiveness and Halal Logistics of Small and Medium Industry in Beverage

Indonesia is in 4th position in the scope of sharia economics. This potency allows Indonesia to develop the halal industry, including the halal food and beverage industry. The COVID-19 pandemic has resulted in SMIs (Small and Medium Industries) experiencing a decline in sales. This study aims to design a marketing strategy for the beverage industry sales, provide suggestions and find out the main demands and challenges faced by SMIs related to halal logistics. Data were collected on 10 SMI beverage industries using observation techniques, interviews, and historical data. Marketing strategy analysis using the SOAR analysis method was carried out as a strategy to increase sales. Strategic management found that each SMI owned strengths, opportunities, aspirations, and results. The SOAR analysis method was then developed into four parts: S-A, O-A, S-R, and O-R. This analysis is used as an alternative strategy for each SMI in the beverage industry based on the existing factors. Proposals for the marketing strategy improvement were given, as well as the results of the interviews demonstrating that SMI's actors understand the importance of halal in every process. Yet, several obstacles were found in its implementation, such as a lack of education, the need for thorough socialization, complex and time-consuming administration, and constraints originating from the government and expedition services. © 2023 IEEE.

Is Relationship Marketing Still Relevant? A Concept Analysis: An Abstract

Relationship marketing represents a shift from traditional, transaction-based marketing practices to customer-centric techniques that focus on providing customers with a competitive advantage through the development of mutually beneficial relationships. As a result of COVID-19's isolation orders, quarantine requirements, and an increase in remote workforces, one has to wonder, how are relationships changing due to this forced digital era? The purpose of this research is to review the origins, definitions, and intricacies of relationship marketing, including but not limited to the current importance and validity of it as a paradigm shift in the digital era, applicable theories and constructs, and the various facets associated with relationship marketing. By reviewing the importance and worthiness of relationship marketing as a dominant theoretical and practical school of thought, the authors review the fundamentals of relationship marketing and present it as a paradigm shift in the wake of the digital marketing climate forced by COVID-19. Relationship marketing has garnered significant attention from scholars as a dominant field of study within the marketing discipline. However, as marketers navigate the wealth of new opportunities afforded by the digital era, it is germane to address how relationship marketing aligns with these new tools and strategies. Conducting business is fundamentally rooted in one's ability to establish and maintain fruitful relationships through the development of commitment and trust (Morgan & Hunt, 1994;1999). The content analysis examines the origins, definitions, and intricacies of relationship marketing to determine its relevance to the current market and concludes by presenting several viable areas for future research contributions. Exploration of relationship marketing as a paradigm shift is far from mature and holds many implications for academia and industry. Relationship marketing is essential because this research is a window into strategic approaches and tactics;it expands much more comprehensively than the company and its customers and offers the potential for additional research contributions including theory and scale development. The digital age has enhanced future research possibilities by unifying various perspectives of relationship marketing and providing new avenues for assessing the bonds between consumers and companies. Furthering the body of knowledge for relationship marketing is essential to understand the ups, downs, starts, and conclusions of this communication and marketing strategy and the overall longevity of business relationships in the digital age. © 2023, The Author(s), under exclusive license to Springer Nature Switzerland AG.

Integrating big data and marketing concepts into tourism, hospitality operations and strategy development.

Big data (BD) research articles are on new issues, this study sought to fill the knowledge gap of linkage the relationships between big data and marketing strategy with comprehensive viewpoints across different research fields in tourism and hospitality literatures. Content analysis was conducted to gather materials from the particular studies. For each study, the content analysis included the title, abstract, journal, type of sample, exploration design, statistical and analytical techniques, data collection process and keywords was also conducted to confirm the main results of the criteria. The research shows that big data adds value to marketing strategies by using social media to collect information from consumers, which is complemented with appropriate evidence relevant to predicting their needs and behaviors.

Consuming in a crisis: pandemic consumption across consumer segments and implications for brands

Purpose: This paper aims to understand how the Covid-19 pandemic has changed consumers' perceptions of outdoor consumption categories, such as retail shopping, eating out, public events and travel and how these perceptions may impact businesses in these domains in the long term. Further, this research aims to understand demographic effects on outdoor consumption inhibition during the current pandemic and discuss how businesses can use these insights to rebrand their offerings and evolve after the pandemic. Design/methodology/approach: Data collected by CivicScience, a survey-based consumer intelligence research platform, during April–July 2020 forms the basis of the preliminary analysis, where the chi-square test has been used to examine significant differences in consumer attitudes between different age groups, income groups and genders. Further, a social media analysis of conversations around outdoor consumption activities is undertaken to understand the rationale behind these demographics-based attitude differences. Findings: Results lend varying degrees of support to the hypothesized consumer attitudes toward outdoor consumption activities during the Covid-19 pandemic. As the pandemic wore on, older (vs younger), female (vs male) consumers and lower (vs higher) income-group consumers had reportedly higher inhibition toward different outdoor activities. Older individuals were significantly less likely to shop, dine and attend public events than younger individuals. Lower-income consumers were significantly less likely to dine and travel than higher-income consumer consumers. Female consumers were significantly less likely to shop and travel than male consumers. Social media scan of conversations suggests that differences in perceived health and financial risks may have resulted in demographics-based differences in outdoor consumption activities. Research limitations/implications: This study contributes to the literature by understanding demographic differences in consumer participation in outdoor activities. One limitation is that due to the time-sensitive nature of the pandemic research, further studies could not be conducted to understand the implications of other variables, beyond demographics that influence consumer behavior during a crisis. A future research direction is to understand how other psychological variables or traits, influence health and financial risk-taking behavior during a similar crisis. Originality/value: The principal contribution of the present research is that it tests the risk-taking theory in the context of outdoor consumption during the Covid-19 pandemic. The present research has implications for businesses as they continue to evolve during and post Covid-19. © 2021, Emerald Publishing Limited.

Consuming in a crisis: pandemic consumption across consumer segments and implications for brands

Purpose>This paper aims to understand how the Covid-19 pandemic has changed consumers' perceptions of outdoor consumption categories, such as retail shopping, eating out, public events and travel and how these perceptions may impact businesses in these domains in the long term. Further, this research aims to understand demographic effects on outdoor consumption inhibition during the current pandemic and discuss how businesses can use these insights to rebrand their offerings and evolve after the pandemic.Design/methodology/approach>Data collected by CivicScience, a survey-based consumer intelligence research platform, during April–July 2020 forms the basis of the preliminary analysis, where the chi-square test has been used to examine significant differences in consumer attitudes between different age groups, income groups and genders. Further, a social media analysis of conversations around outdoor consumption activities is undertaken to understand the rationale behind these demographics-based attitude differences.Findings>Results lend varying degrees of support to the hypothesized consumer attitudes toward outdoor consumption activities during the Covid-19 pandemic. As the pandemic wore on, older (vs younger), female (vs male) consumers and lower (vs higher) income-group consumers had reportedly higher inhibition toward different outdoor activities. Older individuals were significantly less likely to shop, dine and attend public events than younger individuals. Lower-income consumers were significantly less likely to dine and travel than higher-income consumer consumers. Female consumers were significantly less likely to shop and travel than male consumers. Social media scan of conversations suggests that differences in perceived health and financial risks may have resulted in demographics-based differences in outdoor consumption activities.Research limitations/implications>This study contributes to the literature by understanding demographic differences in consumer participation in outdoor activities. One limitation is that due to the time-sensitive nature of the pandemic research, further studies could not be conducted to understand the implications of other variables, beyond demographics that influence consumer behavior during a crisis. A future research direction is to understand how other psychological variables or traits, influence health and financial risk-taking behavior during a similar crisis.Originality/value>The principal contribution of the present research is that it tests the risk-taking theory in the context of outdoor consumption during the Covid-19 pandemic. The present research has implications for businesses as they continue to evolve during and post Covid-19.

Individual Marketing Strategy and Marketing Profitability: Evidence From E-Retailing Businesses in Thailand

Thailand has the highest growth rate of electronic retail business in ASEAN (ETDA, 2019). When faced with the epidemic crisis of Corona Virus Disease 2019, it resulted in the competition which intensified even more. As a consequence, it is challenging for e-retailing businesses to gain success. This paper is aimed at examining the effects of individual marketing strategy on excellence experience creation, marketing value achievement, individual satisfaction fulfillment, and marketing profitability of e-retailing businesses in Thailand. Using a mailed survey of 139 e-retailing businesses located throughout Thailand as the key instrument to collect data, the model is empirically tested. Correlation analysis and multiple regression analysis are used to analyze data. The findings suggest that all three dimensions of individual marketing strategy have a significant positive influence on excellence experience creation, marketing value achievement, individual satisfaction fulfillment, and marketing profitability. However, it is evident that marketing operation flexibility has no influence on marketing profitability. In addition, excellence experience creation, marketing value achievement, and individual satisfaction fulfillment have an influence on marketing profitability. Finally, this study suggests theoretical and managerial contributions to academics and executives of e-retailing businesses operated under a crisis environment so as to gain marketing profitability and business survival. Recommendations for future research are also provided. Copyright © 2022 Wolters Kluwer Medknow Publications. All rights reserved.

The Impact of Influencer Marketing on Online Advertising Click and Buying Behaviour during COVID-19

We Are Social reports the development of Social Media year by year. It means social media is very influential for every person. Recently, marketing used influencers as part of its marketing strategy. However, several previous studies found the negative impact of using influencers. Therefore, this study, which uses a qualitative method with the SEM-PLS technique, will look at the factors that influence influencers and the impact on whether customers are interested in buying the product or not. The qualitative study facilitates by Google Form and using the snowball sampling technique to collect data due to the limitation of social access in COVID-19. Eleven factors use as the research model. The study used 227 respondents, but only 64.7% of people were interested in buying products after seeing influencers. Furthermore, 35.3% of people do not buy products for various reasons. The results of this study are beneficial for developing the use of influencers in marketing in the future. © 2022 IEEE.