文章基本信息

标题：Analysis of Decision Making Styles of Social Media Opinion Leaders and Seekers (Sosyal Medyada Yer Alan Fikir Liderlerinin ve Fikir Arayanların Karar Verme Tarzlarının İncelenmesi)
本地全文：下载
作者：Özge ÖZGEN ; Sümeyra Duman KURT
期刊名称：Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi
印刷版ISSN：1302-3284
电子版ISSN：1308-0911
出版年度：2013
卷号：15
期号：2
页码：253-266
出版社：Dokuz Eylul Univeristy
摘要：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”.
关键词：Consumer Styles Inventory; Social Media; Opinion Leaders/Seekers.