The role of influencers on marketing (meta-synthesis approach)

The present study was conducted by combining previous research with the aim of providing a comprehensive picture of the components of the role of influencers on marketing. The research methodology is qualitative with a meta- synthesis approach. Accordingly, after searching the databases, in the period of 1385 to 1400 for domestic researches and 2000 to 2021 for foreign researches, 134 related studies were evaluated and finally, after multiple screenings, 58 articles were selected. Using seven-step model of Sandelowski and Barroso, the findings of 58 previous studies related to the objectives of the study were reviewed, aggregated, combined and interpreted. With the help of coding method, 28 codes, 6 concepts and 2 components were identified and validated through Kappa Cohen coefficient. Then, the role model of influencers on marketing was presented and drawn. The results of this study showed that despite the many benefits of using influencers in marketing, if not done with the right knowledge, it will lead to negative consequences for business and brand. Finally, in line with the research results, suggestions for the correct and appropriate use of influencers in marketing are presented.