INVESTIGATING THE INDIVIDUALS' PERCEPTION ABOUT SOCIAL MEDIA INFLUENCERS: A SURVEY STUDY ON UNIVERSITY STUDENTS

2022-9
Yüksel, Umutcan Sümeyye
Internet and social media have become integral to our lives, creating social media celebrities or influencer terms. This thesis explores social media influencers' effects on social media users. Perceived similarity by the user to the influencer, wishful identification by the user with the influencer, perceived credibility of the influencer, and parasocial identification between the user and the influencer are investigated. This thesis aims to contribute to the literature by simultaneously analyzing perceived similarity, wishful identification, credibility, and parasocial identification in the Turkish social media context. An online survey was sent to Middle East Technical University students, and 100 valid answers were collected. Findings revealed that perceived similarity, wishful identification, and trustworthiness dimension of credibility are strong predictors of parasocial identification.

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Citation Formats
U. S. Yüksel, “INVESTIGATING THE INDIVIDUALS’ PERCEPTION ABOUT SOCIAL MEDIA INFLUENCERS: A SURVEY STUDY ON UNIVERSITY STUDENTS,” M.B.A. - Master of Business Administration, Middle East Technical University, 2022.