SavedAdd your journal

Journals / Iğdır Üniversitesi Sosyal Bilimler Dergisi / 2020 / Cilt: 0 - Sayı: 23

The Scale of Opinion Leadership of Social Media Influencers in the Eyes of Followers

Takipçiler Nezdinde Sosyal Medya Fenomenlerinin Kanaat Önderliği Ölçeği

Mehmet Sinan TAM
Pages
481–502
Publication Date
2022-10-18
DOI
—
🏛️Bibliographic metadata and full text access for this article are provided via DergiPark.
DergiPark Record ↗
✨

AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

As a result of the results, SPSS and AMOS programs showed that the scale is reliable ?=, 926 and has validity ?2/DF=2.735,p

📌 3 Key Takeaways

🎯
Objective & Hypothesis:The concept of opinion leadership was formed by empirical studies conducted towards the middle of the twentieth century.
📊
Key Findings & Data:The research was conducted on 571 people through an online survey.
💡
Conclusion & Impact:As a result of the results, SPSS and AMOS programs showed that the scale is reliable ?=, 926 and has validity ?2/DF=2.735,p
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Sosyal medya fenomenleri · kanaat önderliği · ölçek geliştirme

Abstract

The concept of opinion leadership was formed by empirical studies conducted towards the middle of the twentieth century. The most well-known social media influencers SMIs are virtual personalities that have recently come into our lives. They both stand out with their recognition and influence on social events and processes. This study aims to identify the factors/motivations that are decisive in seeing SMIs as a consensus leader. In opinion leadership studies, scale questions related to the research were prepared by focusing on the scales in the research conducted by the opinion seekers. The research was conducted on 571 people through an online survey. As a result of the results, SPSS and AMOS programs showed that the scale is reliable ?=, 926 and has validity ?2/DF=2.735,p

Özet

Kanaat Önderliği kavramı 20. Yüzyılın ortalarına doğru yapılan ampirik çalışmalarla vücut bulmuştur. En çok bilinen tâbiriyle Sosyal Medya Fenomenleri SMF ise son dönemlerde hayatımıza giren sanal kişiliklerdir. Her ikisi de bilinirlilikleri kadar toplumsal olay ve süreçlerdeki nüfûzlarıyla da öne çıkmaktadır. Bu çalışmada amaçlanan; takip edicilerin, SMF’ni kanaat önderi olarak görmede belirleyici olan faktörleri/motivasyonları ortaya koymaktır. Kanaat önderliği çalışmalarında, fikir arayanlar nezdinde gerçekleştirilen araştırmalardaki ölçeklere yoğunlaşarak söz konusu araştırmaya ait ölçek soruları hazırlanmıştır. Araştırma online ortamda gerçekleştirilen anket yoluyla 571 kişi üzerinde yürütülmüştür. Elde edilen dönütler neticesinde ölçeğin; güvenilir ?=,926 ve geçerliliğe ?2/df=2.735, p

🔖

Cite This Article

TAM, M. S. (2022). The Scale of Opinion Leadership of Social Media Influencers in the Eyes of Followers. Iğdır Üniversitesi Sosyal Bilimler Dergisi, Cilt: 0 - Sayı: 23, 481–502. https://ajindex.com/articles/538658

📄 Full Text PDF Viewer

📄

PDF görüntüleyici hazırlanıyor...

References (14)

  1. Anwar, Husna, and As Gayathri. “Impact of Social Media Influencers’ Reviews on Consumers’ Purchase Intention.” Our Heritage Journel 68, no. 47, (2020): 315-322.
  2. Arbuckle, James. L. IBM SPSS Amos 23 User’s Guide. Newyork: Amos Development Corporation, 2014.
  3. Armağan, Ece Aksu, ve Mehmet Can Doğaner. “Fenomen Pazarlaması: Youtube Güzellik Vloggerları Üzerine Bir Araştırma.” Book of Pro- ceedıngs 2018
  4. Volume I, Editörler: Mehmet Erdem Gündoğmuş, Abdullah Özdemir, Taner Bulut ve Engin Çakır, 223-234. Aydın: A4 Print Center, 2018.
  5. Bentler, Peter M. “Comparative Fit Indexes in Structural Mo- dels.” Psychological Bulletin 107, no. 2 (1990): 238-246.
  6. Bentler, Peter M. and Dougles G. Bonett. “Significance Tests and Go- odness of Fit in The Analysis of Covariance Structu- res.” Psychological Bulletin 88, no. 3 (1980): 588-600.
  7. Bollen, Kenneth A. “A New Incremental Fit Index for General Structu- ral Equation Models”. Sociological Methods & Research 17, no. 3 (1989): 303-316.
  8. Boster, Franklin J., Michael R. Kotowski, Kyle R. Andrews, and Kim Serota, “Identifying Influence: Development and Validation of the Connectivity, Persuasiveness, and Maven Scales.” Journal of Com- munication 61, no. 1 (2011): 178-196.
  9. Brown, Timoth A. Confirmatory Factor Analysis for Applied Research. New York & London: Guilford Publications, 2015.
  10. Browne, Michael W., and Robert Cudeck. “Alternative Ways of Asses- sing Model Fit”, Testing Structural Equation Models, Editors: Ken- neth A. Bollen and J. Scott Long, 136-162, Newbury Park: Sage, 1993.
  11. Büyüköztürk, Şener, Ebru Kılıç Çakmak, Özcan Erkan Akgün, Şirin Karadeniz, ve Funda Demirel. Bilimsel Araştırma Yöntemleri. An- kara: Pegem Akademi (24. Baskı), 2018. Casaló, Luis V., Carlos Flavián, and Sergio Ibáñez-Sánchez. Influencers on Instagram: Antecedents and Consequences of Opinion Lea- dership. Journal of Business Research (2018): 1-10, Erişim 26 Mayıs 2020, doi.org/10.1016/j.jbusres.2018.07.005 Childers, Terry L. “Assessment of The Psychometric Properties of an Opinion Leadership Scale.” Journal of Marketing Research 23, no. 2, (1986): 184-188.
  12. Choi, Sujin. “The Two-Step Flow of Communication in Twitter-Based Public Forums.” Social Science Computer Review 33, no. 6, (2015): 696-711.
  13. Çapık, Cantürk. “Geçerlik ve Güvenirlik Çalışmalarında Doğrulayıcı Faktör Analizinin Kullanımı.” Anadolu Hemşirelik ve Sağlık Bilimle- ri Dergisi 17, no. 3, (2014):196-205.
  14. Çiçek, Mesut. “Youtuber Videoları: Kim, Nerede, Ne Zaman, Nasıl, Neden İzler.” Avrasya Sos