Data collection procedure is outsourced to an unbiased market research firm.

We
organized a survey on Google Forms. The market research firm only had the
responsibility to distribute the link of the survey to appropriate respondents and did
not take any role in measurement design or data analysis. The reason to collaborate
with a market research firm is to reach a larger sample in a shorter period of time and
eliminate generalizability problems since the research firm has a very large and
diversified user base.
Demographic characteristics of the sample are summarized below at Table 2.
The sample is dominated by young, highly educated female social media users.
Distribution of the sample seems similar to characteristics of global social media
users. We Are Social 2021 report states that users between the ages of 25-35
constitute the biggest share of social media users (Wearesocial.com, 2021).
Similarly, the biggest percentage of the sample of this study is between 24 and 30.
Although global social media users’ gender distribution is more balanced compared
to our sample, Digital 2021 report states that female users use social media or brand
search more than male social media users; therefore, a female dominated sample is
more appropriate for the purpose of the study.
In addition to demographic characteristics, social media habits of respondents
were examined by several questions. The sample of the current study mostly consists
of heavy social media users. According to We Are Social's Digital 2021 report,
average time spent using social media is two hours and 25 minutes
(Wearesocial.com, 2021). The sample consists of people who spend more time
compared to average users on social media, since nearly two thirds of them report
that average daily social media time exceeds three hours. Instagram is the most
widely used social media channel in the sample, in line with the purpose of the
research which focus on influencers on Instagram. Details about social media usage
habits of the sample are illustrated at Table 3.

Table 2. Demographics of the Sample

Gender Age

74
Female 0 67.3% 14-18 73 6.6%

Male 35 32.4% 19-23 27 24.6%

 6 1
38
Other 4 0.4% 24-30 1 34.6%
29
Working Status
31-40 4 26.7%
31
Student 6 28.7% >40 81 7.4%
44
Working 3 40.3%    
Unemployed/ Retired/ 34
Housewife 1 31.0%    

Education Level Income Level

42
High School Student 85 7.7% <2001 TL 7 38.8%
19 32
High School Graduate 4 17.6% 2001-4000 TL 8 29.8%
25 17
University Student 0 22.7% 4001-6000 TL 7 16.1%
49
University Graduate 9 45.4% 6001-8000 TL 97 8.8%

Master/PhD Student 16 1.5% 8001-10000 TL 39 3.5%

Master/PhD Graduate 56 5.1% >10001 TL 32 2.9%

Table 3. Social Media Usage Behavior of the Sample

Time Spent on Social

Media Frequency %
15 minutes or less 7 0.6%
15-30 minutes 23 2.1%
30-60 minutes 85 7.7%
1-3 hours 289 26.3%
3-6 hours 449 40.8%
>6 hours 247 22.5%
Most Widely Used
Social Media Channel Frequency %
Facebook 22 2.0%
Instagram 833 75.7%
Snapchat 4 0.4%
Tiktok 14 1.3%
Twitch 1 0.1%
Twitter 52 4.7%
Whatsapp 1 0.1%
YouTube 173 15.7%