KR102493614B1 - Method for providing attribute source scale development of new media influencer - Google Patents

Abstract

A method for developing a scale of information source attributes of new media influencers is provided, and the step of collecting data from user terminals, which is the result of a focus group interview targeting influencer content users, data collected from user terminals Receiving a result of categorizing the influencer information source scale through a three-step coding process for analysis of , receiving an evaluation of the influencer information source scale from at least one expert terminal via a user terminal, and a user terminal Conducting a preliminary survey on influencer content users on the influencer information source scale and receiving the result of extracting preliminary measurement questions in the user terminal, surveying influencer content users based on the preliminary measurement questions in the user terminal It includes the step of receiving the result of the main survey conducted by the researcher and the step of extracting the final scale components and measurement items from the data collected as a result of the main survey.

Description

METHOD FOR PROVIDING ATTRIBUTE SOURCE SCALE DEVELOPMENT OF NEW MEDIA INFLUENCER}

The present invention relates to a method for developing an information source attribute scale of a new media influencer, and provides a method for developing a clear attribute scale that can be defined as an information source for an influencer in new media.

An influencer is an influential individual who influences others in digital media, creates content that is well consumed by them, distributes content, and delivers their message through a platform. The types according to the definition of new media influencer can be basically classified according to the type of new media, which is largely classified into Instagram, Facebook, and YouTube. Influencers are constantly increasing their influence based on the development of new media, and accordingly, business-related types are classified in various ways, and influencer marketing is also growing in line with this phenomenon. Influencer marketing is a marketing method in which influencers provide content that introduces products and brands to users or share their opinions in actual use situations.

At this time, a method of matching and mediating advertisers and influencers for influencer marketing and evaluating advertising effects was researched and developed. announcement) and Korea Patent Publication No. 2020-0097554 (published on August 19, 2020), a database unit that stores influencer information, a purchase request unit that receives influencer search conditions from advertisers, and influencer information And an influencer management department that calculates the influencer score for each influencer according to the influencer search conditions and extracts the optimal influencer for the advertiser, and sends an advertisement proposal to the selected influencer to proceed with advertisement production. If this is confirmed, a configuration including an advertisement production management unit that manages advertisements produced by the selected influencer, provides advertisement information to the influencer, inserts the advertisement performance measurement code into the influencer, and inserts the advertisement performance measurement code into the influencer. Corresponds to the advertisement information uploaded by, obtains information about the content in which the advertising performance measurement code is inserted, and obtains information collected based on the advertising performance measurement code inserted in the content, and based on the acquired information, Configurations for analyzing advertisement performance are disclosed.

However, influencers sometimes produce somewhat unethical content to develop more differentiated content because the higher the number of subscribers and likes on the channel, the higher the advertising revenue and various benefits. In fact, influencer delivery of inaccurate information and acts of defamation of others are increasing, and companies are requesting compensation for information or arbitrarily producing and distributing negative information to companies to form a negative image of company-related products and brands. There are times when In addition, the influencer's back advertisement is controversial because it conveys a message about the product or brand and deceives the audience by directing it as if it were purchased by hiding it as an advertisement, and advertisers are in danger of being punished for violating the Display and Advertising Act. are facing Therefore, it is necessary to develop a system that can evaluate the attributes of new media influencers as a source of information, and lay the groundwork for evaluating influencers based on this.

An embodiment of the present invention is to analyze the collected data while conducting literature research, target group interview (FGI), expert survey, preliminary survey, and main survey to extract factors of influencer information source attributes and finally develop a scale. As a result of the analysis, the new media influencer information source attribute component consisted of 4 scales of Excellence, Contents Suitability, Initiative, and Similarity and a total of 19 items, and developed The new media influencer information source attribute scale can be used as a key factor essential for influencer-related business and advertising PR communication fields, and can contribute to research on the effectiveness of communication and marketing by type of influencer according to the information source attribute, A method for developing a measure of information source attributes of new media influencers can be provided. However, the technical problem to be achieved by the present embodiment is not limited to the technical problem as described above, and other technical problems may exist.

As a technical means for achieving the above-described technical problem, one embodiment of the present invention collects data, which is the result of a focus group interview targeting influencer content users, from a user terminal; Analyzing the data collected from the user terminal through a three-step coding process, receiving a result of categorizing the influencer information source scale, and evaluating the influencer information source scale from at least one expert terminal via the user terminal Step of receiving, receiving the result of extracting preliminary measurement questions by conducting a preliminary survey on influencer content users on the influencer information source scale in the user terminal, and receiving the result of extracting preliminary measurement questions from the user terminal It includes receiving the results of the main survey, which is a survey targeting content users, and extracting final scale components and measurement items from data collected as a result of the main survey.

According to any one of the above-described problem solving means of the present invention, while conducting literature research, target group interview (FGI), expert survey, preliminary survey, and main survey, the collected data is analyzed to extract factors of the influencer information source attribute, , Finally, a scale can be developed, and as a result of the analysis, the new media influencer information source attribute component consists of 4 scales of Excellence, Contents Suitability, Initiative, and Similarity, and a total of 19 Consisting of items, the developed new media influencer information source attribute scale can be used as a key factor essential for influencer-related business and advertising PR communication fields, and the effectiveness of communication and marketing by type of influencer according to the information source attribute can contribute to research.

1 is a diagram for explaining a system for developing an information source attribute scale of a new media influencer according to an embodiment of the present invention.
FIG. 2 is a block diagram illustrating an information source attribute measure development server included in the system of FIG. 1 .
3 to 15 are data and result data required in the process of developing a measure of the information source attribute of a new media influencer according to an embodiment of the present invention.
16 is an operational flowchart for explaining a method for developing an information source attribute scale of a new media influencer according to an embodiment of the present invention.

Hereinafter, embodiments of the present invention will be described in detail so that those skilled in the art can easily practice the present invention with reference to the accompanying drawings. However, the present invention may be embodied in many different forms and is not limited to the embodiments described herein. And in order to clearly explain the present invention in the drawings, parts irrelevant to the description are omitted, and similar reference numerals are attached to similar parts throughout the specification.

Throughout the specification, when a part is said to be "connected" to another part, this includes not only the case where it is "directly connected" but also the case where it is "electrically connected" with another element interposed therebetween. . In addition, when a part "includes" a certain component, this means that it may further include other components, not excluding other components, unless otherwise stated, and one or more other characteristics. However, it should be understood that it does not preclude the possibility of existence or addition of numbers, steps, operations, components, parts, or combinations thereof.

As used throughout the specification, the terms "about", "substantially", etc., are used at or approximating that value when manufacturing and material tolerances inherent in the stated meaning are given, and do not convey an understanding of the present invention. Accurate or absolute figures are used to help prevent exploitation by unscrupulous infringers of the disclosed disclosure. The term "step of (doing)" or "step of" as used throughout the specification of the present invention does not mean "step for".

In this specification, a "unit" includes a unit realized by hardware, a unit realized by software, and a unit realized using both. Further, one unit may be realized using two or more hardware, and two or more units may be realized by one hardware. On the other hand, '~ unit' is not limited to software or hardware, and '~ unit' may be configured to be in an addressable storage medium or configured to reproduce one or more processors. Thus, as an example, '~unit' refers to components such as software components, object-oriented software components, class components, and task components, processes, functions, properties, and procedures. , subroutines, segments of program code, drivers, firmware, microcode, circuitry, data, databases, data structures, tables, arrays and variables. Functions provided within components and '~units' may be combined into smaller numbers of components and '~units' or further separated into additional components and '~units'. In addition, components and '~units' may be implemented to play one or more CPUs in a device or a secure multimedia card.

In this specification, some of the operations or functions described as being performed by a terminal, device, or device may be performed instead by a server connected to the terminal, device, or device. Likewise, some of the operations or functions described as being performed by the server may also be performed by a terminal, apparatus, or device connected to the server.

In this specification, some of the operations or functions described as mapping or matching with the terminal mean mapping or matching the terminal's unique number or personal identification information, which is the terminal's identifying data. can be interpreted as

Hereinafter, the present invention will be described in detail with reference to the accompanying drawings.

1 is a diagram for explaining a system for developing an information source attribute scale of a new media influencer according to an embodiment of the present invention. Referring to FIG. 1, a new media influencer information source attribute scale development system 1 includes at least one user terminal 100, an information source attribute scale development server 300, at least one content user terminal 400, and at least one It may include one expert terminal 500 . However, since the information source attribute scale development system 1 of FIG. 1 is only an embodiment of the present invention, the present invention is not limitedly interpreted through FIG. 1 .

At this time, each component of FIG. 1 is generally connected through a network (network, 200). For example, as shown in FIG. 1 , at least one user terminal 100 may be connected to an information source attribute measure development server 300 through a network 200 . In addition, the information source attribute scale development server 300 may be connected to at least one user terminal 100, at least one content user terminal 400, and at least one expert terminal 500 through the network 200. In addition, at least one content user terminal 400 may be connected to the information source attribute measure development server 300 through the network 200 . Also, the at least one expert terminal 500 may be connected to the at least one user terminal 100, the information source attribute measure development server 300, and the at least one content user terminal 400 through the network 200.

Here, the network refers to a connection structure capable of exchanging information between nodes such as a plurality of terminals and servers, and examples of such networks include a local area network (LAN) and a wide area network (WAN: Wide Area Network), the Internet (WWW: World Wide Web), wired and wireless data communications networks, telephone networks, and wired and wireless television communications networks. Examples of wireless data communication networks include 3G, 4G, 5G, 3rd Generation Partnership Project (3GPP), 5th Generation Partnership Project (5GPP), Long Term Evolution (LTE), World Interoperability for Microwave Access (WIMAX), Wi-Fi , Internet (Internet), LAN (Local Area Network), Wireless LAN (Wireless Local Area Network), WAN (Wide Area Network), PAN (Personal Area Network), RF (Radio Frequency), Bluetooth (Bluetooth) network, NFC ( A Near-Field Communication (Near-Field Communication) network, a satellite broadcasting network, an analog broadcasting network, a Digital Multimedia Broadcasting (DMB) network, etc. are included, but not limited thereto.

In the following, the term at least one is defined as a term including singular and plural, and even if at least one term does not exist, each component may exist in singular or plural, and may mean singular or plural. It will be self-evident. In addition, the singular or plural number of each component may be changed according to embodiments.

At least one user terminal 100 transmits the result of a survey using a web page, app page, program, or application related to the development of an information source attribute scale of a new media influencer to the information source attribute scale development server 300, It may be a terminal of a researcher who wants to develop an information source attribute scale through data analysis and extraction in each step.

Here, at least one user terminal 100 may be implemented as a computer capable of accessing a remote server or terminal through a network. Here, the computer may include, for example, a laptop, a desktop, a laptop, and the like equipped with a navigation system and a web browser. In this case, at least one user terminal 100 may be implemented as a terminal capable of accessing a remote server or terminal through a network. At least one user terminal 100 is, for example, a wireless communication device that ensures portability and mobility, navigation, PCS (Personal Communication System), GSM (Global System for Mobile communications), PDC (Personal Digital Cellular), PHS (Personal Handyphone System), PDA (Personal Digital Assistant), IMT (International Mobile Telecommunication)-2000, CDMA (Code Division Multiple Access)-2000, W-CDMA (W-Code Division Multiple Access), Wibro (Wireless Broadband Internet ) may include all types of handheld-based wireless communication devices such as terminals, smartphones, smart pads, tablet PCs, and the like.

The information source attribute measure development server 300 may be a server that provides a web page, an app page, a program, or an application for developing an information source attribute measure of a new media influencer. Further, the information source attribute scale development server 300, when at least one content user terminal 400 and expert terminal 500 to respond to the survey are input from the user terminal 100, at least one questionnaire for the survey, etc. It may be a server that transmits the content to the user terminal 400 and the expert terminal 500, receives the result, and transmits the result to the user terminal 100 or grants access rights. In addition, the information source attribute scale development server 300 provides a cloud platform in the process of extracting data from the user terminal 100 and evaluating attributes, allowing many to participate and providing an infrastructure capable of accessing information anytime, anywhere It may be a server that In addition, the information source attribute scale development server 300 may be a server that provides at least one statistical technique or program or data analysis algorithm required for each survey process.

Here, the information source attribute scale development server 300 may be implemented as a computer capable of accessing a remote server or terminal through a network. Here, the computer may include, for example, a laptop, a desktop, a laptop, and the like equipped with a navigation system and a web browser.

At least one content user terminal 400 may be a terminal of a user who uses the content of an influencer who responds to a survey using a web page, app page, program, or application related to the development of a new media influencer's information source attribute scale. there is.

Here, at least one content user terminal 400 may be implemented as a computer capable of accessing a remote server or terminal through a network. Here, the computer may include, for example, a laptop, a desktop, a laptop, and the like equipped with a navigation system and a web browser. In this case, at least one content user terminal 400 may be implemented as a terminal capable of accessing a remote server or terminal through a network. At least one content user terminal 400 is, for example, a wireless communication device that ensures portability and mobility, and includes navigation, PCS (Personal Communication System), GSM (Global System for Mobile communications), PDC (Personal Digital Cellular) , PHS(Personal Handyphone System), PDA(Personal Digital Assistant), IMT(International Mobile Telecommunication)-2000, CDMA(Code Division Multiple Access)-2000, W-CDMA(W-Code Division Multiple Access), Wibro(Wireless Broadband) It may include all kinds of handheld-based wireless communication devices such as Internet) terminals, smartphones, smart pads, tablet PCs, and the like.

At least one expert terminal 500 uses a web page, app page, program, or application related to the development of an information source attribute scale of a new media influencer, from the user terminal 100 to the information source attribute scale development server for data requiring expert research. When a response request comes through 300, it may be an expert's terminal that transmits feedback about it to the user terminal 100 via the information source attribute scale development server 300.

Here, at least one expert terminal 500 may be implemented as a computer capable of accessing a remote server or terminal through a network. Here, the computer may include, for example, a laptop, a desktop, a laptop, and the like equipped with a navigation system and a web browser. In this case, at least one expert terminal 500 may be implemented as a terminal capable of accessing a remote server or terminal through a network. At least one expert terminal 500 is, for example, a wireless communication device that ensures portability and mobility, and includes navigation, personal communication system (PCS), global system for mobile communications (GSM), personal digital cellular (PDC), PHS (Personal Handyphone System), PDA (Personal Digital Assistant), IMT (International Mobile Telecommunication)-2000, CDMA (Code Division Multiple Access)-2000, W-CDMA (W-Code Division Multiple Access), Wibro (Wireless Broadband Internet ) may include all types of handheld-based wireless communication devices such as terminals, smartphones, smart pads, tablet PCs, and the like.

2 is a block diagram illustrating an information source attribute measure development server included in the system of FIG. 1, and FIGS. 3 to 15 are diagrams for developing an information source attribute measure for a new media influencer according to an embodiment of the present invention. These are data required in the process and result data.

Referring to FIG. 2 , the information source attribute scale development server 300 includes a collection unit 310, a category receiving unit 320, an evaluation receiving unit 330, a preliminary receiving unit 340, a main investigation receiving unit 350, and an extraction unit 360. ) may be included.

The information source attribute scale development server 300 according to an embodiment of the present invention or another server (not shown) operating in conjunction with at least one user terminal 100, at least one content user terminal 400, and at least one When an application, program, app page, web page, etc. is transmitted to the expert terminal 500 of the new media influencer, at least one user terminal 100, at least one content user terminal 400, And at least one expert terminal 500 may install or open an application, program, app page, web page, etc. for developing an information source attribute scale of a new media influencer. Also, the service program may be run in at least one user terminal 100 , at least one content user terminal 400 , and at least one expert terminal 500 by using a script executed in a web browser. Here, the web browser is a program that allows users to use the web (WWW: World Wide Web) service, and means a program that receives and displays hypertext described in HTML (Hyper Text Mark-up Language). For example, Netscape , Explorer, Chrome, and the like. In addition, an application means an application on a terminal, and includes, for example, an app running on a mobile terminal (smart phone).

Referring to FIG. 2, in the following description with reference to FIG. 2, when necessary data for each step or result is present, it will be described with reference to FIGS. 3 to 15.

Prior to describing FIG. 2 , the basic concept of the information source attribute of advertisement PR communication according to an embodiment of the present invention will be described.

New media influencers have a major influence on the Korean business market, and expansion into the marketing field is expected to accelerate. In other words, a new media influencer can be seen as playing a major role as a source of information. The advertising PR information source plays a role in delivering a message that endorses a product or brand through various communications. Therefore, the characteristics of an information source are directly related to the characteristics of a product or brand. Accordingly, the main characteristic of an information source in the field of advertising PR is that it influences the attitude and behavior of the audience toward the delivered message. According to scholars' studies on the characteristics of advertising PR information sources that have this effect, the source attribute scale is classified into various dimensions.

In particular, Ohanian proposed three characteristics: reliability, attractiveness, and professionalism. He suggested that the criterion that influences consumer purchase is 'professionalism' through a study of information source attributes. Looking at the main results of advertising PR research and communication process research in the social sciences, the audience's response to the content of the message was different depending on the attractiveness or trustworthiness of the person delivering the information. This means that the attractiveness, reliability, and expertise of the information source that delivers information affect the audience's evaluation of a product or service-related message. Looking in detail, first, the attractiveness of the information source is evaluated by the degree of familiarity with the information source and the degree of likeability of the information source. That is, the more familiar and favorable the audience is with the information source, the higher the attractiveness of the information source and the higher the possibility of accepting the message presented by the information source. This means that the recipient recognizes the congruence with the information source's charm and shows a change in attitude. The attractiveness of detailed sources of information is divided into likeability and similarity. Favorability refers to the degree of physical attractiveness, and as the recipient forms a positive attitude toward the informant's physical attractiveness, the pattern of attitude change is greater than that of the unattractive informant.

Similarity refers to the effect that occurs when the audience identifies with the lifestyle of the informant and easily sympathizes with the product used by the informant. In other words, when the information source realistically demonstrates the lifestyle that the recipient is pursuing, the recipient's perception of the message delivered by the information source is more positive and their attitude changes. Next, the credibility of an information source refers to the change in attitude according to the degree of trust perceived by the audience about the information source. The information source's level of knowledge and experience and ability to provide objective information lead to a positive acceptance of the message presented to the audience.

The sub-dimension of detailed information source reliability is divided into Expertise and Trustworthiness. Expertise is defined as the degree to which the informant makes valid claims, and authenticity is defined as the receiver's confidence that the information provided by the informant is objective and honest. As such, the credibility of an information source is evaluated through a series of processes that truthfully deliver messages about brands or products for which expertise has been secured. Above all, it has been confirmed that the reliability of the information source has a positive effect on both low and high involvement situations of consumers in the product.

Under the conceptual study of these information source properties, interest and research on the authenticity of information sources are increasing in recent years. In particular, consumers regarding corporate cheating and unethical operation have a low perception of the progress of companies and organizations, and their attitude toward products and brands is changing negatively accordingly. This phenomenon is also a part of attention in the field of advertising PR. Recently, consumers are recognizing sincerity as an important evaluation criterion for advertising PR. Therefore, it is more important than anything else to strategically execute sincere advertisement production and PR communication. From this point of view, the authenticity of an information source is a property of the information source perceived by the audience, and it can be defined as the extent to which the audience perceives that the information source delivers an advertising message in a direction consistent with their inner thoughts and attitudes. The concept of authenticity can be conceived as a concept similar to the credibility of an informant. However, information source reliability and authenticity differ somewhat in terms of measurement standards according to concepts.

Credibility of an informant is a scale consisting of 5 items: trustworthy, honest, trustworthy, sincere, and credible. Erdogan, who conducted a study based on the Ohanian reliability scale, suggested that source trustworthiness was expressed in terms of the source's honesty, truthfulness, and trustworthiness. On the other hand, the authenticity of an information source can be understood as a perspective that emphasizes the degree of trust in the intention and inner side of the communicator delivering the advertising message rather than reliability.

Looking at previous studies on the authenticity of information sources, Beverland and others revealed the properties of consumers' perception of the authenticity of advertising information sources through research. They explained that brand authenticity can be perceived when advertising cues that express brand authenticity are emphasized. The clear distinction between reliability and authenticity of information sources shows insignificant differences in meaning and classification through previous studies. The trustworthiness of an informed source can be seen as a more recognized source attribute than authenticity.

In this way, studies on the attribute components of information sources show differences according to cultural factors or periods among scholars, but the ultimate concept can be seen as defining expertise, reliability, and attractiveness as basic attributes.

These preceding studies can be seen as biased research conditions as they are researching new media influencers based on the attributes of existing information sources, or research on types of information sources or marketing effects are being conducted. In particular, for the information source attributes of new media influencers, research on the effectiveness of information source attributes proven in previous studies is the main focus. The information source attributes of these existing studies require a verification process to be used as information source attributes that comprehensively include the characteristics of new media and influencers. Above all, it is necessary to explore information source attributes including the timely and unique characteristics of new media channels and influencers.

In a recent interview with a large company, it was suggested that companies pay attention to the persistence and originality of influencers when marketing with influencers. In this way, it is expected that new media influencers, who are recognized as a major source of information in the advertising PR communication field, will have different information source attributes depending on the evaluation and preference criteria of new media platforms and users, in addition to the attributes of information sources that have actually been proven in previous studies. do. In addition, in order to establish agreements with influencers and select regulatory standards for effective information delivery in communication and marketing activities that use influencers as an important source of information in the business market and marketing in the future, a systematic and thorough study of influencers is needed. You will need metrics. Therefore, it is very important to study the information source properties of new media influencers at this point in time when influencers are playing a role as important sources of information.

Therefore, one embodiment of the present invention decides to develop a clear attribute scale that new media influencers can define as information sources. Above all, it is necessary to explore information source attributes including the timely and unique characteristics of new media channels and influencers. New media influencers, who are recognized as a major source of information in the field of advertising PR communication, are expected to have different information source attributes in addition to the attributes of information sources that have been proven in previous studies, as well as the developing new media platform and users' evaluation and preference criteria. . Therefore, it is very important to study the information source properties of new media influencers at this point in time when influencers are playing a role as important sources of information. Therefore, one embodiment of the present invention, based on literature research, aims to find out what the information source attribute configuration dimension of a new media influencer is.

For the purpose according to an embodiment of the present invention, it begins by laying the groundwork for searching for information source properties for new media influencers through literature research. Literature research can review the characteristics and core functions of new media through prior research on the characteristics of new media, the usage environment of users throughout society, the scope of influencers' activities and marketing services, and the properties of information sources. In addition, through a theoretical approach to the properties of information sources in terms of social science, the importance of capacity development for influencers to have a positive impact on society can be mentioned by seeking ways to enable influencers to develop as information sources. there is. Based on this literature study, it is possible to develop a scale by extracting factors of information source attributes of new media influencers. The new media influencer information source attribute scale development process can be carried out by citing DeBellis' scale development process as a research procedure.

In order to analyze the data collected in each of the following processes, the information source attribute scale development server 300 may use SPSS 23.0 and AMOS 23.0 programs.

<Farget Group Interview (FGI)>

The collection unit 310 may collect from the user terminal 100 data that is a result of a focus group interview targeting influencer content users. First, the user terminal 100 may select provisional components through research on the concept and environment of a new media influencer and related literature. Second, the user of the user terminal 100 may conduct an in-depth interview with new media users based on a semi-structured question in which provisional constituent factors and open-ended questions derived through literature research are collected. The target group interview (FGI) is a research technique that is easy to understand the psychology of the sample, and it allows the subject to freely describe his/her thoughts on a certain subject and discovers the sincere attitudes and emotions of the subject. In addition, it has the advantage of collecting diverse and abundant opinions of the subjects and collective dynamics, and is a method of explaining social forms and social phenomena, and is an easy descriptive method for researchers to collect data.

<Results of target group interview (FGI)>

In one embodiment of the present invention, a target group interview (FGI) was conducted by constructing a semi-structured interview sheet based on the existing information source attribute configuration dimension through literature research. As for the selection criterion, interviews were conducted targeting groups of subjects in each age group in their teens to 50s, who had experience using YouTube for more than one year and were still using YouTube. The reason why the YouTube platform was selected among the online video platforms is that the influence of the YouTube platform is expanding.

As a result of the survey, the most used media in Korea was YouTube (567%), followed by terrestrial broadcasting (188%), cable broadcasting (90%), Netflix (4%), Afreeca TV (21%), and Twitch. (12%). It was also found that people watch video platforms 25 times more than TV. In addition, the number of domestic YouTube visitors was 28.87 million, and the average number of executions and average stay time in the app also ranked first among video platforms. Accordingly, in one embodiment of the present invention, interviews were conducted by selecting YouTube platform users.

The interview period was conducted from January 15 to March 10, 2020. Interviews took about 1 hour and 30 minutes for each group. Looking at the characteristics of the subjects by each age group, the teenagers were conducted on 9 subjects from 15 to 18 years of age, 2 males and 7 females, consisting of middle school and high school students. The subjects in their 20s were 8 people between the ages of 21 and 29 years old, and 5 males and 3 females were university students and office workers. In their 30s, the survey was conducted on 8 people between the ages of 30 and 37, 4 males and 4 females, all of whom were office workers. There were a total of 9 people in their 40s and 50s, 6 males and 3 females, all of whom were office workers.

All of the panels who participated in the target group interview were using the YouTube channel as their main platform, and it was found that they occasionally used Twitch, Afreeca, and Instagram redundantly. It was found that the frequency of watching the YouTube channel of the interviewees was 5 times a week on average, and the time spent using it per time was about 3 hours. In addition, the experience of re-watching the content they used was found to be 5 to 8 times on average. The data collected through the first target group interview were refined through a three-step coding process, and a total of 154 questions were collected. The demographic characteristics of the interviewees are shown in FIG. 3 .

The category receiving unit 320 may receive a result of categorizing the influencer information source scale through a three-step coding process of analyzing data collected by the user terminal 100 . At this time, the three-step coding process is an open coding step in which the central meaning of the statement context in the collected data is extracted and conceptualized to collect and categorize similar concepts, the causal context of categories that have been categorized by collecting similar concepts, Axial coding step to increase the density between categories by integrating the relationship between phenomena and conditions and examining differences and similarities between similar concepts (Selective coding) step may be included.

Survey subjects for research according to an embodiment of the present invention may be selected based on the appropriateness and sufficiency of the sample. Data analysis collected through the target group interview (FGI) can categorize scales through a three-step coding process. In the coding process, first, the central meaning of the statement context is extracted and conceptualized, and similar concepts are collected and classified into open coding (Open Coding). Axial Coding, which increases the density between categories, and Selective Coding, which determines and clarifies the core categories of categories derived from coding, and derives core scales by reinterpreting categories related to research to have generality. The process of can be carried out sequentially.

<Expert Survey>

The evaluation receiving unit 330 may receive an evaluation on the influencer information source scale from at least one expert terminal 500 via the user terminal 100 . In the expert survey, the derived influencer information source attribute scale can be evaluated and evaluated in consideration of validity and reliability through additional investigation. The selected experts may go through the process of reviewing whether the data collected by the researcher, derived concepts, and coding results were accurately, appropriately, and faithfully progressed.

<Expert survey results>

An expert survey was conducted based on 154 items collected in the focus group interview (FGI). Four experts were selected. The selection criteria were majors related to research topics according to an embodiment of the present invention, and were selected based on statistical expertise in the field of social sciences. The experts consisted of 1 PhD in PR, 1 PR professor, 1 marketing research company manager, and 1 data research representative. The expert survey period was conducted from April 5 to April 20, 2020. In the expert survey, the appropriateness of the items was measured on a Likert 7-point scale to verify face validity and content validity. In addition, evaluation of items derived from the results of literature research, user target group interviews, and content validity analysis, accurate and faithful description of the research topic, and supplementation of item refinement and correction process to ensure the readability and understanding of the item. work was carried out. Through this series of processes, a total of 55 item pools were formed.

<Preliminary investigation>

The preliminary receiving unit 340 may receive a result of extracting preliminary measurement questions by performing a preliminary survey on influencer content users with respect to the influencer information source scale in the user terminal 100 . At this time, preliminary measurement questions can be extracted through exploratory factor analysis. In the preliminary survey, measurement questions can be extracted by conducting a survey on the scales extracted through expert surveys. For the preliminary survey, a survey was conducted targeting 170 users who use the contents of new media influencers. Preliminary measurement questions can be extracted through exploratory factor analysis with the collected data.

<Preliminary investigation results>

An online preliminary survey was conducted focusing on 55 items refined through expert survey. For the preliminary survey, a survey was conducted with 170 panelists selected using the same panel selection criteria as the first survey (Quota Sampling). The survey period was conducted from May 20 to May 30, 2020. Data analysis was conducted on the collected survey data. In the preliminary survey, reliability analysis and exploratory factor analysis were conducted to refine influencer informant attribute scale measurement items. First, before conducting exploratory factor analysis, reliability analysis of data was conducted. As a result of reliability analysis, the Cronbach's alpha index of 55 items was verified to be .9 or higher, ensuring internal consistency. Next, exploratory factor analysis was conducted. First, the KMO (Kaiser-Meyer-Olkin) index was checked to determine whether the sample was appropriate for factor analysis. As a result, the KMO index was found to be .907, which was verified to be very good. And the result of the Bartlett sphericity test to verify the significance of the correlation matrix was statistically significant (approximate χ²=3274.98, df=435, p=.000). Accordingly, as shown in FIG. 4, it was confirmed that the survey data was suitable as a sample for exploratory factor analysis.

Next, an exploratory factor analysis was conducted, and the factor extraction method was conducted by principal component analysis. As a result, it was confirmed that 11 factors were derived. The factor rotation of 11 factors and the factor loading of the pattern matrix were analyzed. In one embodiment of the present invention, the item deletion criteria were set as factor loadings of .6 or less and commonality of .6 or less as deletion criteria, and the items were refined through a total of 4 factor reduction processes. As a result, a total of six factor structures were extracted. The commonality of the six extracted factors was all verified to be .6 or higher, so it can be judged appropriate as a factor. In addition, the total explanatory variance of the six extracted factors was found to have 69.32% explanatory power. As shown in Figure 5, the composition of the detailed questions for each factor of the new media influencer information source is factor 1 (11 questions), factor 2 (9 questions), factor 3 (4 questions), factor 4 (3 questions), factor 5 (2 questions), factor 6 (1 question), and consists of a total of 30 questions.

<Main investigation>

The main survey receiving unit 350 may receive a result of conducting a main survey, which is a survey targeting influencer content users, based on preliminary measurement questions in the user terminal 100 . At this time, the main investigation receiver 350 performs exploratory factor analysis, confirmative factor analysis, and high-order factor analysis to determine the final scale component dimensions and measurement questions. can be extracted. Exploratory factor analysis is a method of extracting factors through principle axis factoring, and confirmatory factor analysis is analyzed through factor analysis procedures in the order of concentration validity, discriminant validity, law validity, and model fit for the measurement model. Higher-order factor analysis is an analysis method that goes through the influence of secondary factors on the primary factors extracted through the factor analysis procedure.

Based on the measurement questions extracted through the preliminary survey, the main survey (main survey) can be conducted. In the main survey, a survey can be conducted targeting 300 new media influencer content users. The data collected through this survey were subjected to Exploratory Factor Analysis, Confirmative Factor Analysis, and High-order Factor Analysis to extract final scale components and measurement items. there is. Exploratory factor analysis is a statistical method suitable for calculating a factor structure with an inductive approach, and confirmatory factor analysis is a statistical method suitable for this research because it confirms whether data conforms to theoretical constructs. In exploratory factor analysis, factors can be extracted through principal component analysis. In addition, in confirmatory factor analysis, it can be analyzed through the factor analysis procedure in the order of concentration validity for the measurement model - discriminant validity - law validity - model fit. Finally, in higher-order factor analysis, the influence of secondary factors on the extracted primary factors can be verified. Through this series of processes, it is possible to finally develop a new media influencer information source attribute scale.

<Main survey results_Respondent demographic results>

The main survey was conducted based on 6 factors (30 items) derived from the preliminary survey according to an embodiment of the present invention. In the main survey, the panel was selected under the same conditions as the panel selected in the preliminary survey, and the main survey was conducted with 300 people. To develop a new media influencer informant attribute scale, a final questionnaire was prepared based on 30 items refined in the preliminary survey. A continuous 7-point Likert scale was used for responses to the questions, and the degree of agreement on the appropriateness of the item was indicated as '1 point not at all to 7 points very much agree'. The survey was conducted by requesting an online survey agency. The survey period was conducted from August 16 to August 20, 2020. Data analysis was conducted on the collected survey data, and the demographic characteristics of survey respondents are shown in FIG. 6 .

<Results of main investigation_Results of exploratory factor analysis>

In this study, the appropriateness of the 30 items to be used as a selection criterion as an influencer information source was measured with a 7-point Likert scale. The data collected through the main survey were subjected to exploratory factor analysis and confirmative factor analysis to extract final scale components and measurement items. Reliability analysis and exploratory factor analysis were conducted with the collected data. First, before conducting exploratory factor analysis, reliability analysis of data was conducted. As a result of reliability analysis, the Cronbach's alpha index of 30 items was verified to be .9 or higher, ensuring internal consistency.

In the exploratory factor analysis, factors were extracted through principal component analysis, and the KMO (Kaiser-Meyer-Olkin) index was checked to analyze the overall reliability of the collected data and determine whether or not the sample was appropriate. As a result of the confirmation, the KMO index was .901 (good over .5), which was verified to be very good, and the results of the Bartlett sphericity test to verify the significance of the correlation matrix were statistically significant (approximate χ²=3468.506, p=. 000). Referring to FIG. 7, the main survey data was judged to be a model suitable for performing factor analysis.

Subsequently, principal axis factoring was used, and factor loadings were extracted through Varimax rotation, which is an orthogonal rotation. In the process of principal component analysis, the process of reducing the dimension by removing items was set as the deletion criterion for community and factor load value of 0.6 or less, and the process of reducing the dimension was repeated a total of three times. The bottom 23 items were extracted. The commonality of the extracted items was verified to exceed .5. Subsequently, in an embodiment of the present invention, factor names were given in consideration of the loaded item characteristics.

First, factor 1 was named Excellence because it was judged that the attribute of the loaded item would be in the ability to operate the contents that audiences were aiming for based on the influencer's main competency. The total variance explanatory power of the excellence scale was 33.6%, which was the highest compared to other factors. The attribute of factor 2 was named Contents suitability, as it consists of items that appear in the connection with the main content provided by the influencer in relation to the brand or product and the ability to deliver the key message. The total explanatory variance of content suitability was 14.58%. The attribute of factor 3 is composed of items representing the enterprising and initiative characteristics of influencers as information sources, so the factor was named Initiative, and the variance explanatory power was 7.03%. Lastly, the attribute of factor 4 was named similarity as items of similarity among the existing advertising PR information source attributes and subscales of attractiveness appeared as main characteristics, and the variance explanatory power was 5.39%. Referring to FIG. 8 , the total variance explanatory power of the four factors was 60.55%, which was verified to be good as it met the criterion of exceeding 60%.

<Results of main investigation_Results of confirmatory factor analysis >

Subsequently, in one embodiment of the present invention, a confirmatory factor analysis was performed on the influencer information source attribute factor structure extracted through exploratory factor analysis. In the confirmatory factor analysis, the analysis was performed through the factor analysis procedure in the order of concentration validity for the measurement model - discriminant validity - law validity - model fit. In the convergent validity test, the final factor was evaluated by verifying factor loading, significance (C.R), and average variance extraction (AVE) values. Next, the problem solving for multicollinearity was checked through the discriminant validity test, and the model fit was evaluated by classifying it into the Absolute Fit Index and the Incremental Fit Index. The absolute fit index evaluation verifies the values of χ² (normed CMIN/DF), RMR, GFI, AGFI, and RMSEA, and the incremental fit index verifies the values of NFI, TLI, and CFI, and evaluates whether good values are verified according to the criteria. We tried to secure the validity of the model. Through this, the accuracy of the new media influencer information source attribute scale to be finally developed was verified, and SPSS 23.0 and AMOS 23.0 were used as data statistical analysis programs. Next, in this study, an optimal model was derived using Modification Indices, and in this process, items with low factor load of latent variables were refined and items were reduced. The results of the confirmatory factor analysis according to an embodiment of the present invention are as shown in FIG. 9, assuming that (n = 300).

To verify the convergent validity of the factor structure for the confirmatory factor analysis measurement model, the construct reliability, average variance extracted, and significance (C.R) for each factor were confirmed. As a result of the verification, the factor loading exceeded .5, so it was judged to be valid. In addition, the significance (C.R) was verified to be good as it appeared to be 1.965 or more, and the average variance extraction index (AVE) was found to be .5 or more. In addition, concept reliability (CR) was verified with a value of 0.8 or higher, which was higher than the 0.7 standard. Overall, it was judged that there was intensive validity, and the results of the intensive validity analysis of the main investigation are summarized as shown in FIG. 10.

Concentrated validity verification Discriminant validity was verified by the following procedure. The problem of multicollinearity was analyzed through the discriminant validity test. Discriminant validity was verified by checking whether the square value of the highest correlation coefficient among the constructs was smaller than the AVE value of the construct. As a result of the analysis, it was confirmed that the AVE value of the constructs was greater than the square of the correlation coefficient between the constructs. In detail, it was analyzed by comparing the square of the correlation coefficient (.65) between the excellence and aggressiveness scales, which had the highest correlation coefficient between constructs, and the AVE value of each construct. As a result of the analysis, the AVE of excellence (.529) and the AVE of aggressiveness (.678) were found to be greater than the value of the square of the correlation coefficient (.422), and it was verified that discriminant validity was secured. The results of the discriminant validity analysis of the main investigation are summarized in FIG. 11.

Discriminant validity The model fit was analyzed in the following order. The model fit was verified by dividing the Absolute Fit Index and the Incremental Fit Index. As a result of verifying the model fit of the confirmatory factor model in this study, the absolute fit index was X2(CMIN)=184.808, p= .001, df=130, Normed X2(CMIN/DF)=1.422, RMR= .035, GFI= . 938, AGFI = .909, RMSEA = .038 (LO 90 = .024, Hi 90 = .049). Also, the incremental fit index was verified as NFI = .928, TLI = .97, and CFI = .977. According to these results, the model fit of the confirmatory factor model according to an embodiment of the present invention was evaluated to be excellent or acceptable according to most judgment criteria. The detailed model fit verification results are summarized in FIG. 12 below.

<Results of main investigation_Results of high-order factor analysis>

The measurement model of the confirmatory factor analysis analyzed above is a first-order factor model because it has only one-level arrow from the observed variable, and the measurement items are refined into the final four factors based on the validation results. Therefore, it is necessary to verify by assuming a higher-order factor model that can explain the final 4 factors and 19 measurement items. Accordingly, in one embodiment of the present invention, a high-order factor analysis was performed to verify the influence of the second factor. Therefore, the explanatory power of the developed new media influencer information source attribute scale was examined by designating the second factor (new media influencer information source attribute) on top of the first factor (four factors) of the confirmatory factor analysis model. The results of higher order factor analysis are shown in FIG. 13 below.

As a result of the verification, the standardized factor loadings of the secondary and primary factor (four factors) paths exceeded .5, so it was judged to be valid. Subsequently, the goodness of fit of the high-order factor analysis model of this study was verified according to the model goodness of fit criteria. Looking in detail, the absolute fit index is X2(CMIN)=202.60, p= .000, df=133, Normed X2(CMIN/DF)=1.523, RMR= .041, GFI= .933, AGFI= .904, RMSEA = .042 (LO 90 = .03, Hi 90 = .053). Also, the incremental fit index was verified as NFI = .921, TLI = .963, and CFI = .971. According to these results, the model fit of the higher-order factor model according to an embodiment of the present invention was evaluated to be excellent or acceptable level according to most judgment criteria. The detailed model fit verification results are summarized in FIG. 14 .

A new media influencer informant attribute model was established by integrating the results of exploratory factor analysis, confirmatory factor analysis, and higher order factor analysis analyzed previously, and the final confirmed new media influencer informant attribute scale components and measurement items were four , 19 items. Specifically, factor 1 excellence consists of 6 questions, factor 2 content relevance consists of 7 questions, factor 3 activeness consists of 3 questions, and factor 4 similarity consists of 3 questions. This is summarized as shown in FIG. 15 .

<Final new media influencer information source attribute scale>

The extraction unit 360 may extract final scale component dimensions and measurement items from data collected as a result of conducting the main survey. In addition, in an embodiment of the present invention, when receiving survey results from the content user terminal 400 and the expert terminal 500, responses to the questionnaire based on HTML5 may be received so that a large number of people may participate.

HTML5 is the latest standard of HTML (Hyoer Text Markup Language), which is a standard for web documents, and includes functions to execute pictures, videos, music, etc. in the center of document creation. HTML5 eliminates the need to separately install programs such as plug-in-based Active-X and Flash, and most of the problems caused by this can be solved. At this time, the biggest difference between the conventional HTML standard and HTML5 is that semantic markup is supported and an additional API is provided. Semantic markup is a new element that can semantically structure web documents. For example, if a document is created with the elements <head>, <section>, and <footer> so that the content of the document can be divided into a header, a body, and a footer, the content of the document can be clearly understood structurally. In addition, HTML5 provides various APIs. The API provided by HTML5 enables the addition of various functions to web applications, such as supporting 2D graphics or supporting a function to check the geographic location of a device.

In addition, HTML5 is a markup language used when creating web pages, and HTML, which was displayed as hyperlinks and text, can be expressed and provided to various applications such as multimedia. HTML5 can be implemented by including HTML, which is a markup language for web document structure design, CSS for design expression, JavaScript for expressing interactive operation, etc., and new tags are added to existing HTML tags. It can be added more, and it can even play the role of a platform by improving the structure to contain contents. In addition, although HTML5 is not a standard for the mobile web, it provides a number of functions necessary for the implementation of the mobile web among the various functions described above. 2D graphics, audio, and various web forms can enrich and diversify the UI (User Interface) of the mobile web. That is, even in a mobile web environment, it is possible to provide multimedia information or support dynamic interactions of users. In the mobile web environment, there are limitations in transmitting large amounts of data due to the nature of the mobile environment, and environments where the Internet is not connected often occur. Alternatively, you can save the DB locally and query it with SQL statements.

Alternatively, you can use Software as a Service (SaaS), which is easily available anywhere on the Internet and can be accessed from anywhere with just a web browser. At this time, BaaS (Backend as a Service) may be further added according to the requirements of the user or platform. Of course, for users who do not have the infrastructure or platform itself, IaaS (Infrastructure as a Service) can provide various infrastructure resources such as server resources, IP, network, storage, and power required for server operation flexibly and quickly. IaaS can easily add or remove resources and provides a familiar environment because it provides an operating system. In addition, the service can be provided as a PaaS (Platform as a Service), which provides a stable environment and even an API for developing application programs using the environment. PaaS can easily build and deploy native code, and it is easy to scale out according to usage. BaaS is a service specialized for mobile applications and can provide server-side applications such as management of each participant, push, and file processing, which are difficult to process in mobile applications. The platform of PaaS can be used, and the provided back-end module can be configured so that it can be used directly through REST API or library CALL.

Matters not described for the method of developing the source attribute scale of the new media influencer in FIGS. 2 to 15 are the same as or described for the method for developing the source attribute scale of the new media influencer through FIG. Since it can be easily inferred from the contents, the following description will be omitted.

FIG. 16 is a diagram illustrating a process of transmitting and receiving data between components included in the system for developing an information source attribute measure of a new media influencer of FIG. 1 according to an embodiment of the present invention. Hereinafter, an example of a process of transmitting and receiving data between each component will be described through FIG. 16, but the present application is not limited to such an embodiment, and according to various embodiments described above, It is obvious to those skilled in the art that a process of transmitting and receiving data may be changed.

Referring to FIG. 16, the information source attribute scale development server collects data, which is the result of a focus group interview targeting influencer content users, from the user terminal (S1100).

In addition, the information source attribute scale development server receives the result of categorizing the influencer information source scale through a three-step coding process of analyzing the data collected from the user terminal (S1200).

In addition, the information source attribute scale development server receives the evaluation of the influencer information source scale from at least one expert terminal via the user terminal (S1300), and the influencer content user receives the influencer information source scale from the user terminal. A preliminary survey is conducted on the target and a result of extracting preliminary measurement questions is received (S1400).

In addition, the information source attribute scale development server receives the results of the main survey, which is a survey targeting influencer content users, based on the preliminary measurement items in the user terminal (S1500), and from the data collected as a result of the main survey, the final Scale component dimensions and measurement questions are extracted (S1600).

The order between the above-described steps (S1100 to S1600) is only an example, and is not limited thereto. That is, the order of the above steps (S1100 to S1600) may be mutually changed, and some of the steps may be simultaneously executed or deleted.

Matters that have not been explained about the method of developing the information source attribute scale of the new media influencer in FIG. 16 are the same as or described for the method of developing the information source attribute scale of the new media influencer through FIGS. 1 to 15. Since it can be easily inferred from the contents, the following description will be omitted.

The method for developing an information source attribute scale of a new media influencer according to an embodiment described with reference to FIG. 16 is implemented in the form of a recording medium including instructions executable by a computer such as an application or program module executed by a computer. It can be. Computer readable media can be any available media that can be accessed by a computer and includes both volatile and nonvolatile media, removable and non-removable media. Also, computer readable media may include all computer storage media. Computer storage media includes both volatile and nonvolatile, removable and non-removable media implemented in any method or technology for storage of information such as computer readable instructions, data structures, program modules or other data.

The above-described method for developing an information source attribute scale of a new media influencer according to an embodiment of the present invention is based on an application basically installed in a terminal (this may include a program included in a platform or operating system basically installed in the terminal) It can also be executed by an application (i.e., a program) that a user directly installs in the master terminal through an application providing server such as an application store server, an application or a web server related to the corresponding service. In this sense, the above-described method for developing an information source attribute scale of a new media influencer according to an embodiment of the present invention is implemented as an application (i.e., a program) that is basically installed in a terminal or directly installed by a user, and is implemented in a computer such as a terminal. can be recorded on a readable recording medium.

The above description of the present invention is for illustrative purposes, and those skilled in the art can understand that it can be easily modified into other specific forms without changing the technical spirit or essential features of the present invention. will be. Therefore, the embodiments described above should be understood as illustrative in all respects and not limiting. For example, each component described as a single type may be implemented in a distributed manner, and similarly, components described as distributed may be implemented in a combined form.

The scope of the present invention is indicated by the following claims rather than the detailed description above, and all changes or modifications derived from the meaning and scope of the claims and equivalent concepts should be construed as being included in the scope of the present invention. do.

The evaluation scale of information source attributes of new media influencers according to an embodiment of the present invention is a method of matching and mediating advertisers and influencers for influencer marketing, and evaluating advertising effects, rather than the meaning of research and development, It should be interpreted as the meaning of the scale developed as a measurement standard for advertisers to evaluate and discriminate influencers as information sources for the influencer business. Therefore, not only the scale itself, but also the researcher has already developed the scale, and based on this scale, it is assumed that it will be used in various influencer businesses. Thus, with the developed information source attribute scale, it may be a scale server that evaluates the information source attribute.

Claims (6)

In the source attribute scale development method executed in the information source attribute scale development server,
Collecting data, which is the result of a focus group interview with influencer content users, from user terminals;
Receiving a result of categorizing the influencer information source scale through a three-step coding process of analyzing the collected data in the user terminal;
receiving an evaluation of the influencer information source scale from at least one expert terminal via the user terminal;
Receiving a result of extracting a preliminary measurement item by conducting a preliminary survey on influencer content users with respect to the influencer information source scale in the user terminal;
Receiving a result of conducting a main survey, which is a survey targeting influencer content users, based on the preliminary measurement question in the user terminal; and
extracting final scale component dimensions and measurement questions from data collected as a result of conducting the main survey;
A method for developing a measure of information source attributes of new media influencers.
According to claim 1,
In the step of receiving the result of categorizing the influencer information source scale through the 3-step coding process of analyzing the collected data in the user terminal, the 3-step coding process,
An open coding step of extracting and conceptualizing the central meaning of the context of statements in the collected data to collect and categorize similar concepts;
An axial coding step of collecting the similar concepts, integrating the relationship between causal contexts, phenomena, and conditions of the categorized categories, and reviewing differences and similarities between the similar concepts to increase density between the categories; and
a selective coding step of deriving a core criterion after selecting a core category of the categories derived by the axial coding;
A method for developing an information source attribute scale of a new media influencer comprising a.
According to claim 1,
In the step of receiving a result of extracting preliminary measurement questions by conducting a preliminary survey on influencer content users with respect to the influencer information source scale in the user terminal,
A method for developing an information source attribute scale of a new media influencer, characterized in that the preliminary measurement items are extracted through exploratory factor analysis.
According to claim 1,
In the step of extracting the final scale components and measurement questions from the data collected as a result of conducting the main survey,
New media people characterized by extracting the components of the final scale and measurement questions by performing Exploratory Factor Analysis, Confirmative Factor Analysis, and High-Order Factor Analysis. Methods for developing a scale of informant attributes in Luancer.
According to claim 4,
The exploratory factor analysis is a method of extracting factors through principal component analysis (Principle Axis Factoring),
The confirmatory factor analysis is a method of analyzing through a factor analysis procedure in the order of concentration validity, discriminant validity, law validity, and model fit for the measurement model,
The higher order factor analysis is an analysis method for developing an information source attribute scale of a new media influencer, characterized in that the influence of the second factor on the first factor extracted through the factor analysis procedure.
According to claim 1,
The information source attribute scale development server,
A method for developing an information source attribute scale of a new media influencer, characterized by using SPSS 23.0 and AMOS 23.0 programs to analyze the data collected at each stage.

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