Analysıs of decısıon makıng styles of socıal medıa opınıon leaders and seekers

Yıl 2013, Cilt: 15 Sayı: 2, 253 - 266, 01.03.2013

Özge Özgen Duman Sümeyra Kurt

Öz

Teori ve pratikteki uygulamalar, fikir liderliği ve fikir arama kavramlarının kişilerarası bilgilendirici etkileşimindeki önemini vurgulamaktadır. Buna karşın, bu alandaki literatür sosyal medyada yer alan fikir liderlerinin ve fikir arayanların profilini çıkarma konusuna odaklanmamıştır. Bu çalışmanın amacı, Tüketici Tarzları Ölçeği'ni kullanarak sosyal medyada yer alan fikir liderlerinin ve fikir arayanların karar verme tarzlarını belirlemektir. Çalışmanın ampirik uygulaması 257 lisans öğrencisinden oluşan bir örneklem üzerinde gerçekleştirilmiştir. Sonuç olarak, on farklı karar verme tarzı ortaya çıkarılmış ve bu karar verme tarzlarının bir kısmının yüksek düzeyde ve düşük düzeyde “sosyal medyada fikir liderleri” ve “sosyal medyada fikir arayanlar”a göre farklılaştığı görülmüştür.

Anahtar Kelimeler

Tüketici Tarzları Ölçeği, Sosyal Medya, Fikir Liderleri/Arayanlar.

Sosyal medyada yer alan fikir liderlerinin ve fikir arayanların karar verme tarzlarının incelenmesi

Öz

Theory and practice both recognize the importance of opinion leadership and seeking constructs within informational interpersonal interaction. However, researches in this area do not concentrate on profiling social media opinion leaders and seekers. The purpose of this study is to describe the decision-making styles of social media opinion leaders and seekers via Consumer Styles Inventory. The empirical application is carried out on a sample of 257 undergraduate students. As a result, ten different decision making styles were found and the analysis confirm that several styles differ for high and low “social media opinion leaders” and “social media opinion seekers”.

Anahtar Kelimeler

Consumer Styles Inventory, Social Media, Opinion Leaders/Seekers.

Kaynakça

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