The Power of Influence: Insights into Theology Students' Perceptions of Social Media Opinion Leadership

Authors : Yusuf Asım Söylemez

Pages : 431-451

Doi:10.47951/mediad.1747787

View : 83 | Download : 88

Publication Date : 2025-12-31

Article Type : Research Paper

Abstract :Social media platforms have shaped individuals\\\' thoughts and behaviors in today\\\'s digital age. Unlike traditional opinion leaders, virtual influencers gaining popularity on these platforms may influence opinions, attitudes, and ways of thinking. This study aims to contribute to the social sciences literature by offering a new perspective on the role of social media influencers. The research was conducted using a quantitative survey model commonly used in social sciences. Data were collected from theology students (N=466) at a public university in Türkiye. The participants were administered the \\\"Social media influencers\\\' opinion leadership scale in the eyes of followers\\\". When comparing the data, a t-test was used between two groups, and one-way ANOVA was used to compare more than two groups. The Post Hoc Tukey test was used for further analysis in case of significant differences. The quantitative analysis revealed significant differences in trust, imitation, communication, and entertainment (p<0.05). The study concludes that social media influencers have the potential to share the roles traditionally held by opinion leaders, religious authorities, and educators, particularly within the dimensions investigated. This highlights the need for further exploration of their impact in these domains.
Keywords : Eğitim ve Öğretim, Din Eğitimi, Kanaat Önderliği, Sosyal Medya Fenomenleri

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