The aim of this study was to identify the effective factors and consequences of influencers' behavior in social media marketing. Methodology: The present study was applied in terms of purpose and in terms of data collection was a mixed research (qualitative-quantitative). The statistical community included academic experts and social media marketing experts in the qualitative section and all Instagram users in the quantitative section. The sample size was estimated in the qualitative part with theoretical saturation (20 people) and in the quantitative part based on Cochran's formula 384 people. Purposeful sampling was used to select the sample in the qualitative part and stratified random sampling was used in the quantitative part. Data collection tools were qualitative, interview and quantitative, researcher-made questionnaire based on a 5-item scale. The validity of the questionnaire was confirmed in terms of form and content by several experts, the validity was confirmed by the calculation of the slope and the validity was confirmed by the calculation of the square root of the AVE. The reliability of the questionnaire through Cronbach's alpha for the whole questionnaire was 0.86. Structural equation tests Using LISREL and SPSS software was used to analyze the data. Findings: The results identified 10 components and 63 indicators that 4 components influencing the behavior of influencers in social media marketing including influencer attitude, influencer identity, personal branding and important social events and 6 components of the consequences of influencer behavior in marketing Social media included influencer loyalty, follower persuasion, lifestyle, advertising effectiveness, follower awareness, and entrepreneurship. Conclusion:The results showed that 7 components were considered as factors in the behavior of influencers on Instagram, including attractiveness, reliability, content, reputation, expertise, credibility and nationality of the influencer.

As far as marketing is concerned, brands have received much attention and become a key player in modern society. In fact, they are everywhere and they have penetrated all spheres of our life including economic, social, cultural, sporting, even religious aspects of our life.In spite of their pervasiveness and widespread use, brands have been also the subject of growing criticism (Klein, 1999). Brands are intangible assets that produce added benefits for the business. This issue pertains to the domain of strategic brand management whose focal concern is how to create value with proper brand management. Branding is crucial in B2B marketing and has attracted much attention. Business sectors have to differentiate themselves from the competitors, not only on the basis of their product but also on the basis of aspects such as management competencies, technologies, services and infrastructure.Industrial product marketers, whether large or small, should formulate their branding strategies effectively so that they can compete with the global competitors. The purpose of the current paper is to briefly discuss branding process. Moreover, it also examines the issues involved in the branding of B2B organizations. Finally, the paper concludes by introducing the strategies for business branding in the contemporary global environment. Paper is based on secondary information sources, ranging from print to electronic media.