SOSYAL MEDYA ETKİLEYİCİLERİNİN KANAAT ÖNDERLİĞİ ROLÜ

Yıl 2020, Cilt: 8 Sayı: 2, 1325 - 1351, 30.09.2020

Mehmet Sinan Tam

https://doi.org/10.19145/e-gifder.726057

Cited By: 14

Öz

Günümüzde milyarlarca kullanıcıya sahip farklı ad ve içeriklere sahip sosyal medya platformu bulunmaktadır. Bu platformların çoğunda, son dönemlerde ortaya çıkan sosyal medya etkileyicilerini görmek mümkündür. Yaşadığımız dönemde neredeyse hemen her sosyal medya platformunda görülebilen bu sanal kişiliklerin toplum için hangi hüviyete sahip olduğu önem arz etmektedir. Bu bağlamda araştırma; son yıllarda giderek bilinir hale gelen etkileyicilerin kanaat önderliği rolünün var olup olmadığı ve burada hangi öğelerin öne çıktığını, sosyal medya kullanıcıları nezdinde ortaya koymayı amaçlamaktadır. Nicel yöntem ve tarama araştırma modeliyle gerçekleştirilen çalışmaya 571 kişi katılmıştır. Sosyal medya kullanıcılarına göre; sosyal medya etkileyicileri birer kanaat önderidir. “İletişim, Eğlence, Yakınlık, Taklit, Güven ve Bilgi” değişkenleriyle etkileyicilerin kanaat önderliği rolü Yapısal Eşitlik Modeliyle ortaya konulmaya çalışılmıştır. Sonuç olarak; “İletişim (,16), Taklit (,28) ve Bilgi (,53)” değişkenlerin her biri etkileyicilerin kanaat önderliği rolü üzerinde etkisi (R^2=,836, p=,000) bulgulanmıştır. Araştırma, Halkla İlişkiler alanında yapılacak çalışmalarda hem etkileyiciler hem de etkileyicilerin kitleleri düşünülerek ilgili faaliyetlerin geçekleştirilmesi gerekliliğini ortaya koymaktadır.

Anahtar Kelimeler

Sosyal Medya Etkileyicileri, Kanaat Önderliği, Sosyal Medya

Destekleyen Kurum

TÜBİTAK 2211-A Programı Kapsamınca Çalışma Desteklenmiştir.

OPINION LEADERSHIP ROLE OF SOCIAL MEDIA INFLUENCERS

Öz

Today there is a social media platform with different names and content with billions of users. On many of these platforms, it is possible to see social media influencers emerging recently. It is important to see what identity these virtual personalities have for society, which can be seen on almost every social media platform in the period we live in, is important. In this context, the research aims to reveal whether the role of opinion leadership of the influencers that have become known in recent years exists and what elements stand out here in front of social media users. 571 people participated in the study, which was carried out by quantitative method and screening research model. According to social media users, social media influencers are opinion leaders. The role of opinion leadership of influencers with the variables “Communication, Entertainment, Intimacy, Imitation, Trust and Knowledge” has been tried to be demonstrated through a model of structural equality. As a result, “Communication (,16), Imitation (,28) and Knowledge (,53)” variables were each found to have an effect on the role of influencers in opinion leadership (R^2=,836, p=,000). The research reveals the necessity of taking into account both the influencers and the masses of the influencers into account in the studies to be carried out in the field of Public Relations.

Anahtar Kelimeler

Social Media Influencers, Opinion Leadership, Social Media

Kaynakça

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