نوع مقاله : مقاله علمی پژوهشی
نویسندگان
1 دانشجوی کارشناسی ارشد علوم ارتباطات اجتماعی، گروه علوم ارتباطات ودانش شناسی، دانشکده ادبیات، علوم انسانی واجتماعی، واحد علوم و تحقیقات دانشگاه آزاد اسلامی، تهران، ایران
2 دانشیار، گروه علوم ارتباطات ودانش شناسی، دانشکده ادبیات، علوم انسانی واجتماعی، واحد علوم و تحقیقات دانشگاه آزاد اسلامی، تهران، ایران
3 استاد تمام، گروه سنجش و اندازه گیری، دانشکده روانشناسی و علوم تربیتی، دانشگاه علامه طباطبایی، تهران، ایران
کلیدواژهها
عنوان مقاله English
نویسندگان English
Social media have provided brand-new capacities for affecting users and leading them toward social action. The aim of the current research was to develop a model of factors affecting the opinion leadership of social media users in creating social action. To this end, a correlational design was adopted to describe the relationship between predictor variables of leader’s reputation and attractiveness, expertise, normativity, social status, similarity to users, official media, message characteristics, the users’ influenceability, and criterion variable of dissemination of calls for social action, and simultaneous social action on Instagram social media. A researcher-developed questionnaire whose validity and reliability were confirmed, was filled out by 393 participants. Cronbach’s Alpha for all sub-scales, except for one, was greater than.70. The present research findings showed that opinion leadership on social media did not directly affect the simultaneous social action of users, rather, its influence was mediated by opinion leader’s “reputation and attractiveness”, “users’ influenceability”, and “dissemination of calls for social action”. Also, “message characteristics” had the greatest effect on the opinion leadership. The findings can be employed by educational and scientific centers, and institutions responsible for content production and dissemination, to create simultaneous social action through opinion leadership.
کلیدواژهها English
