Takipçiler Nezdinde Sosyal Medya Fenomenlerinin Kanaat Önderliği Ölçeği

Year 2020, Issue: 23, 481 - 502, 01.07.2020

Mehmet Sinan Tam

Abstract

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

Keywords

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

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

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

Keywords

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

References

• Anwar, Husna, and As Gayathri. “Impact of Social Media Influencers’ Reviews on Consumers’ Purchase Intention.” Our Heritage Journel 68, no. 47, (2020): 315-322.
• Arbuckle, James. L. IBM SPSS Amos 23 User’s Guide. Newyork: Amos Development Corporation, 2014.
• Armağan, Ece Aksu, ve Mehmet Can Doğaner. “Fenomen Pazarlaması: Youtube Güzellik Vloggerları Üzerine Bir Araştırma.” Book of Pro- ceedıngs 2018 Volume I, Editörler: Mehmet Erdem Gündoğmuş, Abdullah Özdemir, Taner Bulut ve Engin Çakır, 223-234. Aydın: A4 Print Center, 2018.
• Bentler, Peter M. “Comparative Fit Indexes in Structural Mo- dels.” Psychological Bulletin 107, no. 2 (1990): 238-246.
• 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.
• Bollen, Kenneth A. “A New Incremental Fit Index for General Structu- ral Equation Models”. Sociological Methods & Research 17, no. 3 (1989): 303-316.
• 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.
• Brown, Timoth A. Confirmatory Factor Analysis for Applied Research. New York & London: Guilford Publications, 2015.
• 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.
• 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.
• Choi, Sujin. “The Two-Step Flow of Communication in Twitter-Based Public Forums.” Social Science Computer Review 33, no. 6, (2015): 696-711.
• Çapık, Cantürk. “Geçerlik ve Güvenirlik Çalışmalarında Doğrulayıcı Faktör Analizinin Kullanımı.” Anadolu Hemşirelik ve Sağlık Bilimle- ri Dergisi 17, no. 3, (2014):196-205.
• Çiçek, Mesut. “Youtuber Videoları: Kim, Nerede, Ne Zaman, Nasıl, Neden İzler.” Avrasya Sosyal ve Ekonomi Araştırmaları Dergisi 5, no. 7, (2018): 151-162.
• DeVellis, Robert F. Scale Development: Theory and Applications. Los An- geles: Sage Publications, 2016.
• Flynn, Leisa Reinecke, Ronald E. Goldsmith, and Eastman, Jocqueline K. “Opinion Leaders and Opinion Seekers: Two New Measure- ment Scales.” Journal of the Academy of Marketing Science 24, no. 2, (1996): 137-147.
• Gentina, Elodie, Raphaëlle Butori, Timothy B. Heath. “Unique But Integrated: The Role of Individuation and Assimilation Processes in Teen Opinion Leadership.” Journal of Business Research 67, no. 2 (2014): 83-91.
• George, Darren, and Paul Mallery. IBM SPSS Statistics 25 Step by Step: A Simple Guide and Reference. New York: Routledge, 2019.
• Glucksman, Morgan. “The Rise of Social Media Influencer Marketing on Lifestyle Branding: A Case Study of Lucie Fink.” Elon Journal of Undergraduate Research in Communications 8, no. 2, (2017):77-87.
• Gnambs, Timo, and Bernad Batinic. “Evaluation of Measurement Pre- cision with Rasch-Type Models: The Case of The Short Generali- zed Opinion Leadership Scale.” Personality and Individual Differen- ces 50, no. 1, (2011): 53-58.
• Gómez, Alexandra Ruiz. “Digital Fame and Fortune in the Age of Social Media: A Classification of social media influen- cers”. aDResearch: Revista Internacional de Investigación en Comuni- cación 19, no. 19, (2019): 8-29.
• Hair, Joseph F., Wiliam C. Black, Barry J. Babin, and Rolph E. Ander- son. Multivariate Data Analysis. Harlow: Pearson Education Limi- ted, 2014.
• Hu, Li-Tze, and Peter M. Bentler. “Cutoff Criteria for fit Indexes in Covariance Structure Analysis: Conventional Criteria Versus New Alternatives.” Structural Equation Modeling: a Multidisciplinary Jo- urnal 6, no. 1, (1999): 1-55.
• Jain, Lokesh, and Rahul Katarya. “A Systematic Survey of Opinion Leader in Online Social Network.” International Conference on Soft- Computing and Network Security (ICSNS). India: February 14-16, 2018, Erişim 20 Mayıs 2020, doi:10.1109/icsns.2018.8573639
• Joreskog, Karl G., and Dag Sorbom. LISREL VI User's Guide. Mooresvil- le: Scientific Software, 1984.
• Jungnickel, Katrin. “New Methods of Measuring Opinion Leadership: A Systematic, Interdisciplinary Literature Analysis.” International Journal of Communication 12, no. 23, (2018): 2702-2724.
• Kaid, Lynda Lee, and Christina Holtz-Bacha. Encyclopedia of Political Communication. Los Angeles: SAGE Publications, 2008.
• Karakoç, Fatma Yeşim, ve Levent Dönmez. “Ölçek Geliştirme Çalışma- larında Temel İlkeler.” Tıp Eğitimi Dünyası 13, no. 40, (2014): 39- 49.
• Katz, Elihu. “The Two-Step Flow of Communication: An Up-To-Date Report on an Hypothesis.” Public Opinion Quarterly 21, no. 1, (1957): 61-78, Erişim 29 Mayıs 2020, doi:10.1086/266687
• Kaymaz, Özlem Tuğçe. “Kanaat Önderi Kavramının Yeni Mecrası.” 11. International Conference on Communication, Media, Technology and Design. North Cyprus: 2-4 Mayıs, 2013: 357-359.
• Khan, Nida Saddaf, Maira Ata, and Quratulain Rajput. “Identification of Opinion Leaders in Social Network.” International Conference on Information and Communication Technologies (ICICT). Pakistan: De- cember doi:10.1109/icict.2015.7469483 2015, Erişim 22 Mayıs 2020,
• Kim, Do Yuon, and Hye-Young Kim. “Influencer Advertising on Social Media: The Multiple Inference Model on Influencer-Product Congruence and Sponsorship Disclosure.” Journal of Business Re- search, doi.org/10.1016/j.jbusres.2020.02.020 1-11, Erişim 27 Şubat 2020,
• King, Charles W., and Jhon O. Summers. “Overlap of Opinion Lea- dership Across Consumer Product Categories.” Journal of Marke- ting Research 7, no. 1, (1970): 43-50.
• Li, Rouhan. “The Secret of Internet Celebrities: A Qualitative Study of Online Opinion Leaders on Weibo.” Proceedings of the 51st Hawaii International Conference on System Sciences: January 3-6, 2018: 533-542.
• Littlejhon, Stephen W. And Karen A. Foss. Encyclopedia of Communica- tion Theory. California: SAGE Publication, 2019.
• Marshall, Roger, and Indriyo Gitosudarmo. “Variation in The Charac- teristics of Opinion Leaders Across Cultural Borders.” Journal of International Consumer Marketing 8, no. 1, (1995): 5-22.
• Nisbet, Matthew C., and Jhon E. Kotcher. “A Two-Step Flow of Influ- ence? Opinion-Leader Campaigns on Climate Change.” Science Communication 30, no. 3, (2009): 328-354.
• Noelle-Neumann, Elisabeth. “Political Opinion Polling in Germany.” Political Opinion Polling, Edited By: Robert M. Worcester, 44-60. London: Palgrave Macmillan, 1983.
• Reynolds, Fred D., and William R. Darden. “Mutually Adaptive Effects of Interpersonal Communication.” Journal of Marketing Research 8, no. 4, (1971): 449-454.
• Rogers, Everett M., and David G. Cartano. “Methods of Measuring Opinion Leadership.” Public Opinion Quarterly 26, no. 3, (1962): 435-441.
• Russell, Cristel Antonia, Andrew T. Norman and Susan E. Heckler. “The Consumption of television programming: Development and validation of The Connectedness Scale.” Journal of Consumer Rese- arch 31, no. 1, (2004): 150-161.
• Sabuncuoğlu, Ayda, ve Göker Gülay. “Sosyal Medyadaki Yeni Kanaat Önderlerinin Birer Reklam Aracı Olarak Kullanımı: Twitter Fe- nomenleri Üzerine Bir Araştırma.” İletişim Kuram ve Araştırma Dergisi 38, (2014): 1-24.
• Schermelleh-Engel, Karin, Helfried Moosbrugger and Hans Müller. “Evaluating the fit of Structural Equation Models: Tests of Signifi- cance and Descriptive Goodness-of-Fit Measures.” Methods of Psychological Research Online 8, no. 2, (2003):23-74.
• Schouten, Alexander P., Loes Janssen and Maegan Verspaget. “Celeb- rity vs. Influencer Endorsements in Advertising: The Role of Iden- tification, Credibility, and Product-Endorser Fit.” International Jo- urnal Of Advertising 39, no. 2, (2020): 258-281.
• Senft, Theresa M. Camgirls: Celebrity And Community in The Age of Social Networks. New York: Peter Lang, 2008.
• Sharma, Subhash. Applied Multivariate Techniques, New York: Jhon Wiley & Sons, 1996.
• Sun, Jun. “Assessing Goodness of Fit in Confirmatory Factor Analy- sis.” Measurement and Evaluation in Counseling and Development 37, no. 4, (2005): 240 256.
• Tabachnick, Barbara G., and Linda S. Fidell. Using Multivariate Statis- tics, Boston: Pearson Education, 2013.
• Troldahl, Verling C., and Robert Van Dam. “A New Scale for Identif- ying Public-Affairs Opinion Leaders.” Journalism Quarterly 42, no. 4, (1965): 655-657.
• Winter, Stephan, and German Neubaum. “Examining Characteristics of Opinion Leaders in Social Media: A Motivational Appro- ach.” Social Media+Society 2, no. 3, (2016): 1-12.
• Weimann, Gabriel. “The Influentials: Back to The Concept of Opinion Leaders?.” Public Opinion Quarterly 55, no. 2, (1991): 267-279.
• Weimann, Gabriel, Deon Harold Tustin, Daan van Vuuren, and J. P. R. Joubert, “Looking for Opinion Leaders: Traditional vs. Modern Measures in Traditional Societies.” International Journal of Public Opinion Research 19, no. 2, (2007): 173-190.