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

A 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...

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Main Authors: Murat Selim Selvi, Şermin Önem
Format: Article
Language:English
Published: Mehmet Akif Ersoy University 2024-06-01
Series:Mehmet Akif Ersoy Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi
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Online Access:https://dergipark.org.tr/en/download/article-file/3710299
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author Murat Selim Selvi
Şermin Önem
author_facet Murat Selim Selvi
Şermin Önem
author_sort Murat Selim Selvi
collection DOAJ
description A 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.
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spelling doaj-art-9899243a487545d0aa5f4de7d251eddf2025-01-27T13:10:30ZengMehmet Akif Ersoy UniversityMehmet Akif Ersoy Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi2149-16582024-06-0111281983610.30798/makuiibf.1432546273Scale Development on the Effect of Social Media Influencers on Purchase IntentionMurat Selim Selvi0https://orcid.org/0000-0002-9114-3183Şermin Önem1https://orcid.org/0000-0003-3230-0801TEKIRDAG NAMIK KEMAL UNIVERSITYTEKIRDAG NAMIK KEMAL UNIVERSITYA 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.https://dergipark.org.tr/en/download/article-file/3710299social media influencerscale developmentpurchase intention
spellingShingle Murat Selim Selvi
Şermin Önem
Scale Development on the Effect of Social Media Influencers on Purchase Intention
Mehmet Akif Ersoy Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi
social media influencer
scale development
purchase intention
title Scale Development on the Effect of Social Media Influencers on Purchase Intention
title_full Scale Development on the Effect of Social Media Influencers on Purchase Intention
title_fullStr Scale Development on the Effect of Social Media Influencers on Purchase Intention
title_full_unstemmed Scale Development on the Effect of Social Media Influencers on Purchase Intention
title_short Scale Development on the Effect of Social Media Influencers on Purchase Intention
title_sort scale development on the effect of social media influencers on purchase intention
topic social media influencer
scale development
purchase intention
url https://dergipark.org.tr/en/download/article-file/3710299
work_keys_str_mv AT muratselimselvi scaledevelopmentontheeffectofsocialmediainfluencersonpurchaseintention
AT serminonem scaledevelopmentontheeffectofsocialmediainfluencersonpurchaseintention