Takipçiler Nezdinde Sosyal Medya Fenomenlerinin Kanaat Önderliği Ölçeği

Yıl 2020, Sayı: 23, 481 - 502, 01.07.2020

Mehmet Sinan Tam

Öz

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

Anahtar Kelimeler

Sosyal medya fenomenleri, kanaat önderliği, ölçek geliştirme, sosyal medya.

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

Öz

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

Anahtar Kelimeler

Social media ınfluencers, opinion leaders, scale development, social media.

Kaynakça

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