Designing a Value-Creation Model of Fourth-Generation Marketing Through Influencers in the Education and Consulting Industry: A Thematic Analysis Approach
Keywords:
Fourth-generation marketing, influencer marketing, value creation, thematic analysis, education and consulting industryAbstract
The objective of this study was to develop an effective model for value creation in fourth-generation marketing through influencers within the education and consulting industry. This applied, qualitative study employed semi-structured interviews with experts from academia and the education–consulting sector. Using snowball sampling, 11 participants were selected until saturation was achieved. Validity was confirmed through triangulation and face validation, and reliability was verified using the intercoder agreement method (91%). Data were analyzed using thematic analysis with open, axial, and selective coding in MAXQDA software. The analysis yielded 150 codes, 42 concepts, and 8 final categories. The inferential results indicated that value creation in fourth-generation marketing depends on the integrated functioning of infrastructural management, marketing practices, service design, expertise, content production, communication capabilities, digital skills, and influencer personality traits. The final model revealed that personal characteristics and professional expertise form the foundation of influencer effectiveness, while digital competencies, content quality, alignment with brand strategy, and audience engagement mechanisms play mediating roles in shaping marketing outcomes. Furthermore, the findings highlighted the significance of audience profiling, data-driven decision-making, strategic platform selection, and trust-building as central determinants of influencer success in the education and consulting context. The proposed model demonstrates that effective value creation in fourth-generation marketing within the education and consulting industry requires a synergistic interplay of personal, professional, digital, communicative, and strategic marketing dimensions. This model serves as a practical framework for managers and brands to select, guide, and collaborate with influencers more effectively.
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