Instagram影响者的属性和社会关系:来自卡塔尔的数据集
Sara Al Sulaiti1, Mohamed Slim Ben Mimoun1, Hatem Elgohary1
1Department of Management and Marketing, College of Business and Economics, Qatar University, University Street, PoBox 2713, Doha, Qatar.
Data in brief
|February 20, 2024
概括
社交媒体影响者属性显著影响追随者的社会关系和随后的行为意图. 这项研究为卡塔尔的营销人员提供了洞察力,以选择有效的影响者.
科学领域:
- 社交媒体营销 社交媒体营销
- 消费者行为 消费者行为
- 心理学 心理学 心理学
背景情况:
- 社交媒体影响者 (SMI) 在营销中越来越重要.
- 了解影响者属性,偏社会关系和消费者行为之间的关系至关重要.
- 海湾合作委员会 (GCC) 地区为社交媒体研究提供了一个独特的市场环境.
研究的目的:
- 调查社交媒体影响者的属性对追随者的社会关系的影响.
- 检查影响者属性和行为意图之间的偏社会关系的调解作用.
- 为卡塔尔和海湾合作委员会 (GCC) 的营销人员和研究人员提供数据驱动的见解.
主要方法:
- 采用雪球采样技术从卡塔尔的574名Instagram用户收集的数据.
- 使用部分最小平方结构方程建模 (PLS-SEM) 进行的定量分析.
- 数据集中在影响者属性,偏社会关系和行为意图上.
主要成果:
- 特定的影响者属性显著影响追随者的社会关系.
- 偏社会关系调解了影响者属性对行为意图的影响.
- 确定了最能影响卡塔尔市场消费者行为的关键影响者特征.
结论:
- 调查结果为卡塔尔的品牌和营销人员提供了宝贵的指导,以优化影响者选择策略.
- 该数据集为海湾合作委员会背景下的社交媒体消费者行为提供了新的见解.
- 关于未来跨国对社交媒体影响力进行比较研究的建议.
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