Шкала довіри до інфлюенсерів у соціальних мережах
Pages: 122–139
Received: 5 December 2023
Revised: 11 June 2024
Accepted: 20 June 2024
Abstract
Це дослідження спрямоване на розроблення та валідизацію шкали для вимірювання ставлення споживачів до інфлюенсерів у соціальних мережах. Вибірка для дослідження була сформована на основі результатів опитування користувачів соціальних мереж, які підписалися принаймні на одного інфлюенсера. При створенні елементів шкали використано теоретичні напрацювання в цій галузі, а також вирази та фрази, отримані під час коротких інтерв’ю зі споживачами, які користуються соціальними мережами і стежать за інфлюенсерами. У рамках дослідження було опитано 821 респондента. Після попереднього тестування з групою у 258 осіб, шкала була повторно перевірена з новою вибіркою у 821 особу. Оскільки значення асиметрії та ексцесу були в межах +1.96 до -1.96, результати мали нормальний розподіл. Результати EFA засвідчили, що нормальність розподілу шкали узгоджується з попередніми результатами. В рамках дослідження було проведено аналіз Кайзера-Гутмана для контролю випадкового розподілу шкали за її підвимірами. Отримані результати підтвердили, що розроблена шкала забезпечує надійні значення (KMO = 0.896, критерій сферичності Бартлетта = 0.000, Бартлетта < 0.05, Альфа Кронбаха = 0.889, AVE = 0.585, CR = 0.934). Було визначено, що жоден з елементів не мав значення факторного навантаження нижче 0.50. Результати аналізу інваріантності емпірично підтвердили, що розроблена шкала має інваріантні властивості та придатна для використання з великою аудиторією, оскільки значення ∆CFI між двома вибірками було менше 0.01. Загальна шкала ставлень до інфлюенсерів має один фактор, який включає шість параметрів з факторними навантаженнями від 0.53 до 0.90. У дослідженні було встановлено, що інфлюенсери мають статистично значущий вплив на прийняття рішень користувачами соціальних мереж, що підкреслює важливість їхньої ролі в сучасному медіапросторі.
Keywords: впливова особа соціальних мереж; інфлюенс-маркетинг; масштаб; розвиток.
How to Cite: Onem, S., & Selvi, M. S. (2024). General Attitude Scale on Social Media Influencer. Marketing and Management of Innovations, 15(2), 122–139. https://doi.org/10.21272/mmi.2024.2-10
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