Document Type : Research Paper
Author
Ph.D, Department of Sports Management, Payam Noor University, Tehran, Iran
Abstract
The aim of this research was to analyze the factor structure of the reputation questionnaire of social media sports influencers from the perspective of the audience of the Instagram social network. The research method is a descriptive-survey type and in terms of the goal, it is a developmental type that has been implemented in the field. The statistical population of this research was made up of sports users following ten social media influencers in Iran, from whom 634 questionnaires were collected by random sampling. In order to collect data, Rao and Han (2021) reputation questionnaire of social media influencers, which consisted of 27 questions, was used. In order to analyze the data from descriptive indices and Cronbach's alpha test, one-sample t test, MacDonald's omega coefficient and theta coefficient in SPSS software, exploratory factor analysis and data skewness and truncated test in Stata software and Confirmatory factor analysis was used in LISREL statistical software. The results showed the reliability of the questionnaire (α=0.951, Ω=0.959, θ=0.963). The results showed that the reputation of social media influencers can be measured by four components of communication skills, influence, credibility and experience and expertise. Convergent and divergent validity and model fit indices were also confirmed. Finally, it is suggested to use the social media influencers' reputation questionnaire, which is a reliable and valid scale to evaluate the factors of social media influencers' reputation in the field of the Instagram social network, and obtain reliable and stable results.
Keywords
Main Subjects
)