Presenting a qualitative model of the use of social media influencers in the behavior of consumers in the luxury cosmetics industry

The purpose of this research is to present a qualitative model of the use of social media influencers in the behavior of consumers in the luxury cosmetics industry. According to its purpose, the research method is practical, and in terms of implementation, it is qualitative, based on the foundation's data method. The statistical population of the research includes 15 managers of advertising companies with at least 5 years of work experience, managers of online stores in social media and university professors in the field of marketing management who had research. The sample size was conducted with the logic of theoretical sampling and judgmental method and through semi-structured interviews of experts in the field of advertising, and the interviews continued until reaching theoretical saturation. A semi-structured interview was used to collect information. MAXQDA software was used to code the data. The results showed that social media marketing had a total of 11 factors and 93 components extracted and identified. Identified factors include: causal conditions (changes in the way of marketing, technological changes, people's biological changes), central phenomenon (the process of using social media influencers), background and background factors (characteristics of social media influencers, brands), intervening factor (government factors, social insight from social media), strategic factor (using different marketing strategies, measuring influencers' advertising success), consequence (advertising effectiveness). Extended Abstract Introduction Recently, social media channels that have visual content, simple search and quick response have become increasingly popular (Masuda et al, 2022). The amount of time people spend on social media channels has also increased significantly (Arora et al, 2019). The reduction of advertisements in traditional media has led to the growth of social media strategies such as marketing with influential people (Bhaumik & Meng, 2022). In fact, the goal of marketing through influential people is to find a suitable person who can be a good ambassador for introducing the brand and his audience will become potential customers of the respective brand (Kim & Kim, 2022). Influential marketing is a type of marketing in which direct communication is not established with the audience and messages are not sent directly to the audience (Zedan & Salem, 2016). Instead, companies choose the key people of the audience community and convey their messa