Understanding Social Media Influencer Attributes: Developing and Validating a Measurement Model | Chapter 9 | New Advances in Business, Management and Economics Vol. 4

Consumers tend to pay attention to the information shared by influencers due to the influencers’ first-hand knowledge of products or services. The use of social media influencers in marketing is a relatively new tactic that is becoming a common marketing trend in Malaysia. In Malaysia, consumers prefer to seek information from social media influencers since they rely more on the recommendations made by those influencers. Since influencers have become such influential figures in shaping consumer behaviour and influencing purchasing decisions, marketers need to understand the characteristics of social media influencers. The purpose of this study is to develop and validate the instruments for measuring the social media influencer attribute construct. Each of the respondents for this study must be a female between the ages of 18 and 56 and must have viewed a video on YouTube in which a beauty influencer gave her opinion on a cosmetic product. Hence, this study was divided into two parts. First, for the pilot study, this study used convenience and purposive sampling methods to select 100 respondents for exploratory factor analysis (EFA) using SPSS. Next, this study used purposive and snowball sampling for the actual study to select 393 respondents for confirmatory factor analysis (CFA) via IBM- SPSS-AMOS version 24. In structural equation modelling (SEM), a number of fitness indices were used to assess how well a model fits the data that are being investigated. The findings showed that the social media influencer attribute construct measurement model fulfilled the requirements for construct validity and reliability, suggesting that it can be used in future research. This study successfully established and validated the essential instruments for measuring the social media influencer attributes construct for practical use.

 

Author (s) Details

 

Nurashikin Nazer Mohamed
Faculty of Economics, Business and Accounting, I-CATS University College, Malaysia.

 

Norizan Jaafar
Arshad Ayub Graduate Business School, Universiti Teknologi Mara (UiTM), Malaysia.

 

Please see the book here:- https://doi.org/10.9734/bpi/nabme/v4/4517  

Assessment of Validity and Reliability of Attitude towards Science Scale | Chapter 6 | Research Aspects in Arts and Social Studies Vol. 2

 The goal of the current study is to develop an attitude towards science scale based on the TOSRA (Test of Science-Related Attitudes) and science anxiety. Students from government schools in Chandigarh, India, between the ages of 14 and 15, were included in the study. The validity of the scale was demonstrated using exploratory factor analysis, and the final factor structure was validated using confirmatory factor analysis. 42 items were subjected to principal axis factoring after the content of the scale had been validated, and the results revealed 5 factors with a total variance explained of 78%. These components were recognised as science anxiety, appreciation of science education, adoption of scientific attitudes, enjoyment of science lessons, and societal implications of science. The model was found to be reasonably well fit with model fit indices of (CMIN = 3.00, RMR= 0.045, CFI= 0.895, TLI= 0.884, RMSEA=0.100) and reliability of 0.92 as measured by Cronbach Alpha in order to further confirm the theoretical model of five elements using confirmatory factor analysis.

Author(s) Details:

Chandni Sharma,
AIBAS, Amity University Noida, U.P., India.

Please see the link here: https://stm.bookpi.org/RAASS-V2/article/view/8306