Determining the Impact and Prioritization of the Various Roles of Media Influencers on the Lifestyle of Adolescents in Tehran
Keywords:
Influence, Media Figures, LifestyleAbstract
The present study was conducted with the aim of determining the impact and prioritization of the various dimensions of the roles played by prominent media figures (influencers) on the lifestyle of adolescents in Tehran. This research is applied in terms of its objective, and in terms of data type, it is quantitative and categorized as descriptive-correlational. The study population consisted of 25 adolescents from District 5 of Tehran; this number was multiplied by the total of 22 municipal districts of Tehran, leading to a statistical population size of 550 individuals. According to the Morgan Table, the sample size was determined to be 225 participants. The data collection tool was a researcher-made questionnaire containing 155 items derived from theoretical foundations, prior research, expert interviews, and coding. In order to calculate validity, both content and construct validity were assessed, while for reliability estimation, Cronbach’s alpha coefficients, composite reliability, and McDonald's omega were used. The results confirmed that the instruments possessed acceptable levels of validity and reliability. Data analysis was performed using both descriptive and inferential statistics, including Pearson correlation, one-sample t-test, confirmatory factor analysis, and structural equation modeling (SEM), using SPSS version 27 and SmartPLS version 3 software. The findings revealed that various dimensions of influencer roles—including impact on consumers (0.778), creative content production (0.785), brand affiliation (0.791), and social role (0.764)—significantly influenced the lifestyle of adolescents in Tehran. Among these, “brand affiliation” had the highest impact and was ranked first in priority, followed by “creative content production,” “impact on consumers,” and “social role” in the second through fourth priorities, respectively.
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