Research Article


DOI :10.26650/ibr.2022.51.842750   IUP :10.26650/ibr.2022.51.842750    Full Text (PDF)

Engaging with Social Media Influencers on Youtube: A Cluster Analysis

Zeynep İrem ErdoğmuşMelisa Karakaya Arslan

Social media platforms have created a new industry where both influencers and consumers are empowered. Consumers do not only consume but also contribute to the content they face on social media. Through their narratives and content, they may even become social media influencers who have the power to shape the attitudes and behavior of fellow consumers. An important social medium, YouTube, allows people to engage with social media influencers by liking, commenting, sharing, etc. However, engagement practices are not similarly shared among every YouTube user, and people have different reaction styles. Thus, measuring success in creating engaging content becomes a controversial issue for brand endorsement. This research aims to uncover consumer typologies in terms of engagement behavior with social media influencers on YouTube. The influential motives of engagement for each typology are also analyzed in order to describe the groups. For this purpose, 341 participants from Amazon’s Mechanical Turk (MTurk) platform participated in an online survey, and a two-step cluster analysis was conducted with eleven common social media engagement practices with influencers. The results implied a three-cluster solution, and the clusters were profiled according to several social media engagement motivations. The groups were named as ‘positively active followers,’ ‘passive followers,’ and ‘analytical followers.’ Implications for brand endorsement and content marketing strategies are discussed.


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APA

Erdoğmuş, Z.İ., & Karakaya Arslan, M. (2022). Engaging with Social Media Influencers on Youtube: A Cluster Analysis. Istanbul Business Research, 51(1), 359-373. https://doi.org/10.26650/ibr.2022.51.842750


AMA

Erdoğmuş Z İ, Karakaya Arslan M. Engaging with Social Media Influencers on Youtube: A Cluster Analysis. Istanbul Business Research. 2022;51(1):359-373. https://doi.org/10.26650/ibr.2022.51.842750


ABNT

Erdoğmuş, Z.İ.; Karakaya Arslan, M. Engaging with Social Media Influencers on Youtube: A Cluster Analysis. Istanbul Business Research, [Publisher Location], v. 51, n. 1, p. 359-373, 2022.


Chicago: Author-Date Style

Erdoğmuş, Zeynep İrem, and Melisa Karakaya Arslan. 2022. “Engaging with Social Media Influencers on Youtube: A Cluster Analysis.” Istanbul Business Research 51, no. 1: 359-373. https://doi.org/10.26650/ibr.2022.51.842750


Chicago: Humanities Style

Erdoğmuş, Zeynep İrem, and Melisa Karakaya Arslan. Engaging with Social Media Influencers on Youtube: A Cluster Analysis.” Istanbul Business Research 51, no. 1 (Feb. 2023): 359-373. https://doi.org/10.26650/ibr.2022.51.842750


Harvard: Australian Style

Erdoğmuş, Zİ & Karakaya Arslan, M 2022, 'Engaging with Social Media Influencers on Youtube: A Cluster Analysis', Istanbul Business Research, vol. 51, no. 1, pp. 359-373, viewed 1 Feb. 2023, https://doi.org/10.26650/ibr.2022.51.842750


Harvard: Author-Date Style

Erdoğmuş, Z.İ. and Karakaya Arslan, M. (2022) ‘Engaging with Social Media Influencers on Youtube: A Cluster Analysis’, Istanbul Business Research, 51(1), pp. 359-373. https://doi.org/10.26650/ibr.2022.51.842750 (1 Feb. 2023).


MLA

Erdoğmuş, Zeynep İrem, and Melisa Karakaya Arslan. Engaging with Social Media Influencers on Youtube: A Cluster Analysis.” Istanbul Business Research, vol. 51, no. 1, 2022, pp. 359-373. [Database Container], https://doi.org/10.26650/ibr.2022.51.842750


Vancouver

Erdoğmuş Zİ, Karakaya Arslan M. Engaging with Social Media Influencers on Youtube: A Cluster Analysis. Istanbul Business Research [Internet]. 1 Feb. 2023 [cited 1 Feb. 2023];51(1):359-373. Available from: https://doi.org/10.26650/ibr.2022.51.842750 doi: 10.26650/ibr.2022.51.842750


ISNAD

Erdoğmuş, Zeynepİrem - Karakaya Arslan, Melisa. Engaging with Social Media Influencers on Youtube: A Cluster Analysis”. Istanbul Business Research 51/1 (Feb. 2023): 359-373. https://doi.org/10.26650/ibr.2022.51.842750



TIMELINE


Submitted25.12.2020
Accepted17.01.2022
Published Online30.03.2022

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