دانشگاه شاهد نشریه علمی راهبردهای بازرگانی 2345-220X 22 26 2026 01 21 Developing Customer Value Co-Creation Behavior in Influencer Marketing in the Cosmetics Market توسعۀ رفتار هم‌آفرینی ارزش مشتری در بازاریابی تأثیرگذار در بازار لوازم آرایشی و بهداشتی 1 28 5143 10.22070/cs.2026.21031.1452 FA رامان آسو علی صابونچی گروه مدیریت، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران. 0000-0002-5601-0000 رضا شافعی دانشیار گروه مدیریت بازرگانی، دانشکده علوم انسانی، دانشگاه کردستان، سنندج، ایران . 0000-0002-5601-6891 هیرش سلطان پناه گروه مدیریت بازرگانی، واحد سنندج، دانشگاه آزاد اسلامی، سنندج، ایران. 0000-0002-5601-6891 Journal Article 2025 10 01 Introduction and Purpose: In the late 20th century, the Internet emerged and gradually became an integral part of human societies, enabling people around the world to accelerate various aspects of their daily lives. The Internet has been widely used for establishing connections, performing daily tasks, developing businesses, and managing administrative affairs. The expansion of cyberspace also led to the emergence of social networking platforms, which have become increasingly popular, with billions of people using them every day. Initially, these platforms were designed to facilitate human interaction, and users mainly utilized them for entertainment and communication. Over time, however, individuals recognized opportunities to create added value through these networks and began using them as infrastructures for economic activities and business development. As social networks evolved, some users gained large numbers of followers through content creation. This attracted the attention of businesses, which began collaborating with these individuals to achieve their marketing objectives. Influencer marketing is an approach in which influential individuals promote products and services to their audiences. Influencers are regarded by brand marketers as credible sources of information, and influencers on social media platforms such as Instagram have become one of the key elements of digital marketing campaigns. Social networking platforms enable followers to express their opinions about promotional content, allowing consumers of advertised products to share positive and negative feedback quickly, directly, and at virtually no cost. This interaction enables followers to communicate their opinions regarding products and their performance to influencers as well as product manufacturers. Consequently, consumers perceive themselves as partners in the creation and development of product value and, through their active participation in providing feedback, engage in customer value co-creation. This phenomenon is particularly evident in the cosmetics, health, and beauty market. Given the growing integration of social media and influencers into people's daily lives, this study seeks to examine the less-explored aspects of influencers' roles in social networks and their relationship with the development of customer value co-creation behavior, as well as to identify the components associated with this phenomenon. Methodology: This study is fundamental-applied in terms of its purpose and qualitative in terms of the nature of the data. The required data were collected through open-ended and in-depth interviews. The research is exploratory and based on data analysis using the grounded theory approach. Following the interviews, the collected data were analyzed and categorized through a three-stage coding process. The statistical population consisted of marketing and business experts, as well as specialists and practitioners in virtual businesses and influencer marketing. To identify the participants, three criteria were considered: at least two years of continuous professional experience, possession of a university degree, and familiarity with virtual communication. A list of eligible individuals was prepared, and purposive snowball sampling was employed to select the final participants. Initially, ten informants were interviewed. As theoretical saturation had not yet been achieved, three additional experts were included in the second stage. Theoretical saturation was reached after conducting interviews with thirteen experts. Data analysis was performed through open, axial, and selective coding. In the first stage, the interview transcripts were coded into open codes based on frequency, intensity, and emphasis. In the second stage, conceptually similar open codes were grouped into axial codes across different categories, and in the final stage, the relationships among these categories were identified. To establish the validity of the interview protocol, face validity was employed. The interview protocol and questions were reviewed and approved by ten experts. The reliability of the coding process was confirmed through recoding and inter-coder agreement. Findings: Following the analysis of the field data and completion of the coding process, 121 initial codes were classified into 18 core codes and 8 main categories: characteristics of influencers, influencers' roles, prerequisites for customer value co-creation, core components of value co-creation, implementation of value co-creation in influencer marketing, methods and tools for value co-creation in influencer marketing, benefits of value co-creation in influencer marketing, and outcomes of value co-creation in influencer marketing. Discussion and Conclusion: The findings identified the key components involved in developing customer value co-creation behavior in influencer marketing. Based on these findings, practical suggestions are provided to facilitate and strengthen the development of customer value co-creation behavior within influencer marketing. شرکت‌ها و کسب‌وکارها برای افزایش سهم بازار و نیز ایجاد رضایت مشتریان از روش‌ها و ابزارهای گوناگونی استفاده می‌کنند. یکی از این روش‌ها، بهره‌گیری از هم‌آفرینی ارزش به‌وسیله مشتری است. در هم‌آفرینی ارزش، محصولات با مشارکت مشتریان و بر اساس نظرات آنان طراحی و تولید می‌شوند. مدیران و صاحبان کسب‌وکارها برای تشویق مشتریان به مشارکت در فرایند هم‌آفرینی، از ابزارهای گوناگون استفاده می‌کنند. یکی از این ابزارها، بهره‌گیری از افراد سرشناس تأثیرگذار است که در اصطلاح رایج، «اینفلوئنسر» نامیده می‌شوند. هدف این پژوهش، مطالعه و بررسی توسعۀ رفتار هم‌آفرینی ارزش مشتری در بازاریابی تأثیرگذار در بازار لوازم آرایشی و بهداشتی است. این پژوهش با رویکرد کیفی و بهره‌گیری از راهبرد نظریـۀ داده بنیـاد انجام‌شده اســت. برای جمع‌آوری داده‌های اولیه، منابع کتابخانه‌ای از طریق فیش‌برداری، بررسی شدند. همچنین، داده‌های میدانی با استفاده از مصاحبه‌های عمیق و نیمه‌ساختار‌یافته با سیزده نفر از متخصصانی که به روش گلوله برفی انتخاب شدند، گردآوری شد. روایی پژوهش با نظر خبرگان و پایایی فرایند کدگذاری با استفاده از روش توافق دو کدگذار، تائید شد. در پایان فرایند کدگذاری، 121 کد اولیه در قالب 18 کد محوری و 8 مقولۀ اصلی شامل ویژگی‌های فرد تأثیرگذار، وظایف فرد تأثیرگذار، پیش‌نیازهای هم‌آفرینی ‌ارزش، مؤلفه‌های اصلی هم‌آفرینی، پیاده‌سازی هم‌آفرینی ‌ارزش در بازاریابی تأثیرگذار، روش‌ها و ابزارهای هم‌آفرینی ارزش در بازاریابی تأثیرگذار، مزایای هم‌آفرینی ارزش در بازاریابی تأثیرگذار و برآیند هم‌آفرینی ارزش در بازاریابی تأثیرگذار، دسته‌بندی شدند. درنهایت، مؤلفه‌های مرتبط با توسعۀ رفتار هم‌آفرینی ارزش مشتری در بازاریابی تأثیرگذار شناسایی شدند.

https://cs.shahed.ac.ir/article_5143_a19744e268754fb0148b017647355b7b.pdf