Scale Development on the Effect of Social Media Influencers on Purchase Intention

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dc.authoridONEM, SERMIN/0000-0003-3230-0801
dc.authoridSELVI, MURAT SELIM/0000-0002-9114-3183
dc.contributor.authorOnem, Sermin
dc.contributor.authorSelvi, Murat Selim
dc.date.accessioned2024-10-29T17:59:08Z
dc.date.available2024-10-29T17:59:08Z
dc.date.issued2024
dc.departmentTekirdağ Namık Kemal Üniversitesien_US
dc.description.abstractA Social Media Influencer (SMI) is a new independent third party that uses social media to shape audience attitudes. SMIs are present on most digital media platforms such as Facebook, Instagram, Twitter and YouTube, and build their sphere of influence by sharing their experiences on a wide range of specific topics such as fitness, fashion, beauty, DIY, vacation, entertainment, etc. with their followers. While making these posts, SMI creates a desire in social media users who are interested in those topics to follow influencers with high influence. This is because similar topics are also of interest to social media users and they feel SMI as a reflection of themselves. Therefore, every behavior of the influencer attracts more attention. This situation makes the job of marketers and brands easier. Because instead of their efforts to reach the target audience by developing many strategies, there is the SMI who brings together potential buyers who have formed their own target audience. In addition, reaching SMIs for advertising deals is less costly than reaching classic influencers. The purpose of this study is to develop and validate a scale that can measure the effect of SMIs' attitudes and behaviors on consumer purchase intention. Accordingly, the population of the study consisted of social media users who follow at least one SMI. Questionnaire method was used as a data collection tool in the research. While creating the scale items, expressions and phrases obtained from short interviews with consumers who use social media and follow at least one SMI were utilized in addition to the relevant domestic and foreign literature. Within the scope of the research, 821 questionnaires were accepted as valid and evaluated. As a result of the Structural Equation Model (SEM) application, it was determined that there is a significant effect of SMI on the effect of purchase intention.en_US
dc.identifier.doi10.30798/makuiibf.1432546
dc.identifier.endpage836en_US
dc.identifier.issn2149-1658
dc.identifier.issue2en_US
dc.identifier.startpage819en_US
dc.identifier.urihttps://doi.org/10.30798/makuiibf.1432546
dc.identifier.urihttps://hdl.handle.net/20.500.11776/14636
dc.identifier.volume11en_US
dc.identifier.wosWOS:001274066300007en_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.language.isoenen_US
dc.publisherMehmet Akif Ersoy Univen_US
dc.relation.ispartofJournal of Mehmet Akif Ersoy University Economics and Administrative Sciences Facultyen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.subjectSocial media influenceren_US
dc.subjectscale developmenten_US
dc.subjectpurchase intentionen_US
dc.titleScale Development on the Effect of Social Media Influencers on Purchase Intentionen_US
dc.typeArticleen_US

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