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Abstract


The Scale of Opinion Leadership of Social Media Influencers in the Eyes of Followers
The concept of opinion leadership was formed by empirical studies conducted towards the middle of the twentieth century. The most well-known social media influencers (SMIs) are virtual personalities that have recently come into our lives. They both stand out with their recognition and influence on social events and processes. This study aims to identify the factors/motivations that are decisive in seeing SMIs as a consensus leader. In opinion leadership studies, scale questions related to the research were prepared by focusing on the scales in the research conducted by the opinion seekers. The research was conducted on 571 people through an online survey. As a result of the results, SPSS and AMOS programs showed that the scale is reliable (?=, 926) and has validity (?2/DF=2.735,p<, 05,RMSEA=, 055,RMR=, 081, NFI=,, 90,CFI=, 94,GFI=, 90,TLI=, 93). Finally, it is seen that followers viewed SMIs as a leader of opinion with the motivations of “Knowledge, Intimacy, Imitation, Trust, Entertainment, and Communication”.

Keywords
Social media ınfluencers, opinion leaders, scale development, social media.


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