Do influencers view themselves as opinion leaders? An examination of influencers and social media content
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Abstract
Giriş: 1940'lı yıllarda Lazarsfeld, Berelson ve Gaudet tarafından önerilen fikir liderliği kavramı, iki aşamalı akış modeliyle ortaya çıkmıştır. Kavramın geleneksel kabulünün sosyal medya ortamlarında özellikle influencerlar için devam edip etmediğini araştırmak gerekiyor. Metodoloji: Karma yöntem yaklaşımını benimseyen bu çalışma, keşfedici sıralı bir tasarım kullanmıştır. 12 influencer ile yarı yapılandırılmış görüşmeler gerçekleştirilmiş ve nitel görüşmeleri desteklemek amacıyla influencerların hesapları ve içerikleri üzerinde içerik analizi yapılmıştır. Araştırmanın evrenini Instagram fenomenleri oluştururken, örneklemi amaçlı örnekleme yoluyla seçilen 12 fenomenin paylaştığı 120 gönderiden oluşuyor. Bulgular: Bu çalışmanın sonuçları, iki aşamalı akış teorisinin güncellenmesi ve günümüze uyarlanması gerektiğini, influencerların kendilerini kanaat önderi olarak gördüklerini ve influencerların takipçileriyle etkileşimi sonucunda kendilerini kanaat önderi olarak algıladıklarını göstermektedir. . Ayrıca kanaat önderi vasıflı/olmayan influencerlar, hedef kitleleri üzerindeki belirli kanaat önderliği rollerine rağmen, kanaat önderi olmayan/olmayan diğer influencerlardan ve hedef kitlelerinden etkilenerek görüş talep etmişlerdir. Sonuçlar: Sonuç olarak bu çalışma, özellikle sosyal medya ortamlarında geniş bir izleyici kitlesine sahip olan etkileyiciler için fikir liderliği kavramının geleneksel kabulünden devam ettiğini dikkate almanın önemini vurgulamaktadır. Ayrıca influencerların kanaat önderliği rollerinden bahsetmek için sosyal medya kullanım pratikleri, içerikleri, takipçilerle olan etkileşimleri, kurum, kuruluş, marka ya da ajanslarla olan iletişim düzeyi gibi birçok faktöre göre değerlendirilmesi gerektiği sonucuna varılmıştır. Araştırma belirli bir sorun ve sınırlılıklar çerçevesinde gerçekleştirilmiştir. Bulguların yol gösterici olması ve konuyla ilgili yapılacak diğer çalışmalara katkı sağlaması beklenmektedir.
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