Faktor Pemilihan Pemimpin Pendapat di Instagram (Instafamous): Adakah Memberi Kesan kepada Gaya Hidup Remaja?
Opinion Leader Selection in Instagram (Instafamous): Does It Give An Impact to Teenagers’ Lifestyle?
Keywords:
Pemimpin pendapat, Media sosial, Instagram, Popular, Pemimpin pendapat atas talianAbstract
Opinion leaders are individuals who can influence the views and behaviour of their followers. With the advent of new social media such as Instagram, it has created the instafamous individuals - people who can influence social media users especially teenagers on the lifestyle and values that they hold. Therefore, it is important to identify who are the instafamous individuals that they are following, the factors they consider in following the instafamous individuals; whether it is based on their personality or credibility, and the influences of these instafamous people on teenagers’ lifestyle. This study uses a quantitative approach. Based on 546 respondents from the secondary and university levels (ages 15 to 24), this study found that teenagers were more likely to put high priority towards attractive, popular, and those who are active in social media in choosing their instafamous icons, rather than the credibility factor. The findings also show that choosing an opinion leader in Instagram based on personality has a significant impact on teenagers’ lifestyle.
ABSTRAK
Pemimpin pendapat adalah individu yang boleh mempengaruhi pandangan dan tingkah laku pengikut mereka. Dengan munculnya media sosial baru seperti Instagram, telah melahirkan individu terkenal (instafamous) yang mungkin memberi impak kepada pengguna media sosial terutama remaja terhadap gaya hidup dan nilai yang menjadi pegangan mereka. Oleh itu, adalah penting untuk mengenal pasti siapa (instafamous) yang mereka ikuti, adakah remaja mengikuti instafamous tersebut berdasarkan personaliti atau kredibiliti, dan kesan pengaruh instafamous ini terhadap gaya hidup mereka. Kajian ini menggunakan pendekatan kuantitatif. Berdasarkan 546 responden daripada peringkat sekolah menengah dan universiti (umur 15 hingga 24 tahun), kajian ini mendapati bahawa remaja lebih memberi prioriti kepada personaliti yang menarik, popular, aktif dalam media sosial dalam memilih instafamous masing-masing berbanding kredibiliti instafamous itu sendiri. Dapatan kajian juga membuktikan bahawa pemilihan pemimpin pendapat di Instagram berdasarkan personaliti memberi pengaruh yang signifikan terhadap gaya hidup remaja.
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