ÖZGEN, Özge Dokuz Eylül Üniversitesi - İşletme Fakültesi - Uluslararası İşletmecilik ve Ticaret Bölümü, Turkey , DUMAN KURT, Sumeyra Dokuz Eylül Üniversitesi - İşletme Fakültesi - İşletme Bölümü, Turkey

ANALYSIS OF DECISION MAKING STYLES OF SOCIAL MEDIA OPINION LEADERS AND SEEKERS

13988

Theory and practice both recognize the importance of opinion leadership and seeking constructs within informational interpersonal interaction. However, researches in this area do not concentrate on profiling social media opinion leaders and seekers. The purpose of this study is to describe the decision-making styles of social media opinion leaders and seekers via Consumer Styles Inventory. The empirical application is carried out on a sample of 257 undergraduate students. As a result, ten different decision making styles were found and the analysis confirm that several styles differ for high and low “social media opinion leaders” and “social media opinion seekers”.

253

Consumer Styles Inventory , Social Media , Opinion Leaders , Seekers

dokuz eylul university the journal of graduate school of social sciences

266