Analysis Of Decision Making Styles Of Social Media Opinion Leaders And Seekers

Theory and practice both recognize the importance of opinion leadership and seeking constructs within informational interpersonal interaction. However, researches in this area do not concentrate on profiling social media opinion leaders and seekers. The purpose of this study is to describe the decis...

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Bibliographic Details
Published in:Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü dergisi 2013-04, Vol.15 (2), p.253-266
Main Authors: Özgen,Özge, Kurt,Sumeyra Duman
Format: Article
Language:eng ; tur
Subjects:
Consumer Styles Inventory
Felsefe & Psikoloji & Sosyoloji
Hukuk
Maliye & Muhasebe & Vergi
Opinion Leaders/Seekers
Siyasal Bilimler
Social Media
Tarih
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Summary:Theory and practice both recognize the importance of opinion leadership and seeking constructs within informational interpersonal interaction. However, researches in this area do not concentrate on profiling social media opinion leaders and seekers. The purpose of this study is to describe the decision-making styles of social media opinion leaders and seekers via Consumer Styles Inventory. The empirical application is carried out on a sample of 257 undergraduate students. As a result, ten different decision making styles were found and the analysis confirm that several styles differ for high and low “social media opinion leaders” and “social media opinion seekers”.
ISSN:1302-3284
1308-0911