Abstract:

This study aims to develop a measurement tool that will enable to measure the attitudes and perceptions of social media phenomenon followers towards their marketing activities in a valid and reliable way. Question items were formed both in line with the information obtained from the literature on the subject, and in line with the thoughts of 15 social media influencers who have not only 5-10 years of influencing experience but also more than 100,000 followers. After that, opinions were taken from a total of 28 academicians who are experts in the field in order to determine the content validity. The attitude scale survey of social media influencers towards marketing activities was carried out online between 01-28 February 2022 with a total of 381 followers who use social media and follow the influencers and are selected judicially in Niğde and its province. Cronbach's alpha reliability coefficient was found to be ,882 for the entire scale. As a result of the exploratory factor analysis performed to ensure the structural validity of the scale, a total of 11 questions consisting of 3 factors emerged. The results of confirmatory factor analysis carried out to determine whether this emerging structure fits well with the sample data indicates that the fit to the sample to which the scale is applied is at an acceptable level. Based on the findings that emerged as a result of all the validity and reliability analysis, it can be said that the attitude scale of social media phenomena towards marketing activities is a measurement tool that produces valid and reliable measurements and can be used in research to measure the attitudes and perceptions of social media phenomenon followers towards their marketing activities.

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