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Copyright of Veche is the property of Ataturk University Coordinatorship of Scientific Journals and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Journal of Marketing & Marketing Research / Pazarlama ve Pazarlama Araştırmaları Dergisi is the property of Pazarlama & Pazarlama Arastirmalari Dernegi and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Easy and fast access to information on social media leads individuals to compare their own life with the lives of others more easily. This comparison can cause individuals to fear that he or she is missing out on something great when they miss out on events that others attend or when they do not get products that others have. This situation is called "fear of missing out" (FOMO) in the literature and is expected to trigger people to engage in compulsive buying behavior more quickly through the effect of social media. In this context, this study aimed to examine the effect of fear of missing out (FOMO) on online compulsive buying behavior in the context of social media influencers. The research data were obtained from 214 consumers who followed the social media influencers and bought the products suggested by the influencers at least once, using the online survey technique. As a result of the statistical analysis, it was found that FOMO has a positive effect on online compulsive buying behavior. [ABSTRACT FROM AUTHOR]

Copyright of Journal of Marketing & Marketing Research / Pazarlama ve Pazarlama Araştırmaları Dergisi is the property of Pazarlama & Pazarlama Arastirmalari Dernegi and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Itobiad: Journal of the Human & Social Science Researches / İnsan ve Toplum Bilimleri Araştırmaları Dergisi is the property of Itobiad: Journal of the Human & Social Science Researches and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

2017 verilerine göre Nüfusun %60 ‘ının internet kullandığı Türkiye’de, soysal medya kullananların oranı %52. 18-29 yaş aralığında ise bu oran %83’e yükselirken, en aktif sosyal medya platformları olarak da YouTube % 57, Facebook %54, Instagram % 49, Twitter %44 ön plana çıkmaktadır. Söz konusu veriler, genç nüfusla iletişim kurabilmek için dijital ortamları öncelikli hale getirmektedir. En genel biçimde; kısa sürede çok sayıda insana erişme olanağı bulunan ve edindikleri bilgileri çevresindekilerle etkili biçimde paylaşan kişiler olarak tanımlanan kanaat önderleri, dijital iletişim sürecinin de önemli aktörleri olabilirler. Dijital ortamların kamuoyu önderi niteliğini kazanan sosyal medya fenomenlerinin paylaşım ve gönderilerinin etkisi iki aşamalı akış kuramı bağlamında ele alınabileceği gibi, iletilerin yayılma biçimi ise bir çeşit kulaktan kulağa iletişim mantığı ile açıklanabilir. Söz konusu yaklaşımla sosyal medya fenomenlerinin çok farklı konularda, ya da belirli bir konu üzerinde yoğunlaşan gönderilerinin, takipçilerinin tercihleri üzerinde etkili olacakları söylenebilir. Bu bağlamda, kamuoyu önderi niteliği taşıyan sosyal medya fenomenlerinin, sosyal sorumluluk kampanyalarının iletişiminde de etkili iletişim kaynağı olabilecekleri öngörülmektedir. Çalışmada sosyal medya kullanım oranının en yüksek olduğu yaş grubu üzerinde anket araştırması yapılmış ve takip edilen sosyal medya fenomeninin kamuoyu önderi işlevi üstlenerek, hedef kitlenin sosyal sorumluluk kampanyaları hakkında bilgi sahibi olması, kampanyalara katılması ve kampanyaların duyurulmasına katkıda bulunması konularındaki rolü ele alınmıştır.

Copyright of Gumushane Universty Electronic Journal of the Faculty of Communication / Gümüshane Üniversitesi Iletisim Fakültesi Elektronik Dergisi is the property of Gumushane Universitesi Iletisim Fakultesi Elektronik Dergisi (e-GIFDER) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The concept of opinion leadership was formed by empirical studies conducted towards the middle of the twentieth century. The most well-known social media influencers (SMIs) are virtual personalities that have recently come into our lives. They both stand out with their recognition and influence on social events and processes. This study aims to identify the factors/motivations that are decisive in seeing SMIs as a consensus leader. In opinion leadership studies, scale questions related to the research were prepared by focusing on the scales in the research conducted by the opinion seekers. The research was conducted on 571 people through an online survey. As a result of the results, SPSS and AMOS programs showed that the scale is reliable (=, 926) and has validity (2/DF=2.735,p<, 05,RMSEA=, 055,RMR=, 081, NFI=,, 90,CFI=, 94,GFI=, 90,TLI=, 93). Finally, it is seen that followers viewed SMIs as a leader of opinion with the motivations of "Knowledge, Intimacy, Imitation, Trust, Entertainment, and Communication". [ABSTRACT FROM AUTHOR]