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

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

1. Bakewell, C. and Mitchell, V. W. (2003). Generation Y female consumer decision-making styles. International Journal of Retail and Distribution Management, 31 (2): 95-106
2. Bellenger, D. N. and Korgaonkar, P. K. (1980). Profiling the recreational shopper. Journal of Retailing, 56 (3): 77-91
3. Chan, K. K. and Misra, S. (1990). Characteristics of the opinion leader: a new dimension. Journal of Advertising, 19 (3): 53-60
4. Darden, W. R. and Ashton, D. (1975). Psychographic profiles of patronage preference groups. Journal of Retailing, 50 (4): 99-112
5. Darden, W. R. and Reynolds, F. D. (1971). Shopping orientations and product usage roles. Journal of Marketing Research, 8: 505-508
6. Durvasula, S., Lysonski, S. and Andrews, J. C. (1993). Cross-cultural generalizability of a scale for profiling consumers’ decision-making styles. The Journal of Consumer Affairs, 27 (1): 55-65
7. Fan, J. X. and Xiao, J. J. (1998). Consumer decision-making styles of young-adult Chinese. The Journal of Consumer Affairs, 32 (2): 275-294
8. Feick, L. F., Price, L. L. and Higie R. A. (1986). People who use people: the other side of opinion leadership. Advances in Consumer Research, 13 (1): 301-305

9. Flynn L. R., Goldsmith R. E. and Eastman J. K. (1996). Opinion leaders and opinion seekers: two new measurement scales. Journal of Academy of Marketing Science, 24 (2): 137-147
10. Gönen, E. and Özmete, E. (2006). Decision-making styles of young Turkish consumers. Journal of the Home Economics Institute of Australia, 13 (1): 26-33
11. Hafstrom, J. L., Chae, J. S. and Chung, Y. S. (1992). Consumer decision- making styles: comparison between United States and Korean young consumers
12. The Journal of Consumer Affairs, 26 (1): 146-158
13. Hiu, A. S. Y., Siu, N. Y. M., Wang, C. C. L. and Chang, L. M. K. (2001)
14. An investigation of decision-making styles of consumers in China. The Journal of Consumer Affairs, 35 (2): 326-345
15. Hoyer, W. D. and Stokburger-Sauer, N. (2007). A comparison of antecedents and consequences of market mavens and opinion leaders. In T. Bayón, A. Herrmann, F. Huber, M. Hammerschmidt and Nicola E. Stokburger-Sauer (Eds.) Vielfalt und einheit in der marketingwissenschaft: 215-236. Wiesbaden: Gabler
16. Kavas, A. and Yeşilada, F. (2007). Decision making styles of young Turkish consumers. European Journal of Economics, Finance and Administrative Sciences, 9: 73-85
17. Lastovicka, J. L. (1982). On the validation of lifestyle traits: a review and illustration. Journal of Marketing Research, 19 (1): 126-138
18. Lyons, B. and Henderson K. (2005). Opinion leadership in a computer- mediated environment. Journal of Consumer Behavior, 4 (5): 319-329
19. Lysonski, S., Durvasula, S. and Zotos, Y. (1996). Consumer decision- making styles: a multi-country investigation. European Journal of Marketing, 30 (12): 10-21
20. Mitchell, V. W. and Bates, L. (1998). UK consumer decision making styles. Journal of Marketing Management, 14 (1/3): 199-225
21. Moschis, G. P. (1976). Shopping orientations and consumer uses of information. Journal of Retailing, 52 (2): 61-70
22. OECD, (June 2011), The Internet Economy: Generating Innovation and Growth, Paris
23. Okazaki, S. (2009). Social influence model and electronic word of mouth
24. International Journal of Advertising, 28 (3): 439-472
25. Phelps, J. E., Lewis, R., Mobilio, L., Perry, D. and Raman, N. (2004). Viral marketing or electronic word-of-mouth advertising: examining consumer responses and motivations to pass along email. Journal of Advertising Research, 45 (4): 333-348
26. Pice, L. L. and Feick L. F. (1984), The role of interpersonal sources in external search: an informational perspective. Advances in Consumer Research, 11 (1): 250-253
27. Rogers, E. M. and Cartano, D. G. (1962), Methods of measuring opinion leadership. Public Opinion Quarterly, 26 (3): 435-441
28. Schiffman, L. G. and Kanuk L. L. (2007). Consumer behavior. New Jersey: Prentice Hall
29. Shim, S. (1996). Adolescent consumer decision-making styles: the consumer socialization perspective. Psychology and Marketing, 13 (6): 547-569
30. Shoham, A. and Ruvio, A. (2008). Opinion leaders and followers: a replication and extension. Psychology & Marketing, 25 (3): 280-297
31. Sproles, E. L. and Sproles, G. B. (1990). Consumer decision-making styles as a function of individual learning styles. The Journal of Consumer Affairs, 24 (1):134-147