Lovely influencer
Description
Basic data for the article titled: The effect of influencers' personal attributes through the mediating role of characterization on purchase intention in social media. by Ali Reza Afshar
Files
Steps to reproduce
The survey consists of closed questions measured on a 5-point Likert scale. Respondents are asked to choose from five answers ranging from "strongly disagree" to "strongly agree". After developing the measurement tool, a pilot test is conducted to ensure the adequacy of the questionnaire for 30 subjects. A link containing a questionnaire is sent on virtual networks on the personal pages of people to collect data. The screening process (through screening questions and data refinement process) was done to obtain correct and reliable subjects and data. In this research, the content validity ratio (CVR) is used to check the validity of the questionnaire. To confirm the reliability Cronbach's alpha coefficient is calculated in research with a preliminary study with a distribution of 30 questionnaires. The statistical community is Iranian Instagram users. Simple random sampling method is used and the members of the statistical community have an equal chance to receive the questionnaire. And based on Cochran's formula, 385 test samples are required with an error rate of 5% (Habibi, 2017, 12). In this research, first we used SPSS software to operate descriptive statistics methods for analyzing demographic variables to investigate the statistical community, then we used Smart PLS 3 software to apply inferential statistics methods. We performed structural equation modeling (SEM) technique to analyze the data.