Akademik Veri Yönetim Sistemi
VIVAT ACADEMIA, sa.157, ss.1-28, 2024 (ESCI)
Introduction: Proposed by Lazarsfeld, Berelson, and Gaudet in the 1940s, the concept of opinion leadership emerged with the two-step flow model. It is essential to explore whether the traditional acknowledgment of the concept continues specifically for influencers in social media environments. Methodology: Adopting a mixed -method approach, this study employed an exploratory sequential design. Semi -structured interviews were administered with 12 influencers, and content analysis was conducted on the influencers' accounts and content to corroborate the qualitative interviews. The study population comprises Instagram influencers, while the sample consists of 120 posts shared by 12 influencers selected through purposive sampling. Results: The results of this study demonstrate that the two -stage flow theory needs to be updated and adapted to the present day, that influencers see themselves as opinion leaders, and that influencers perceive themselves as opinion leaders as a result of interaction with their followers. In addition, despite their particular opinion leadership roles on their target audiences, influencers who are/are not qualified as opinion leaders were influenced by other influencers who are/are not opinion leaders and their target audiences and thus sought opinions. Conclusions: In conclusion, this study highlights the importance of considering the concept of opinion leadership continues from its traditional acceptance, specifically for influencers who have a large audience on social media environments. Moreover, it was concluded that influencers must be evaluated by numerous factors, including social media usage practices, content, interactions with followers, and the level of communication with institutions, organizations, brands, or agencies, to mention their opinion leadership roles. The study was conducted within the context of a specific problem and limitations. The findings are expected to serve as a guide and contribute to other studies about the topic.