Determining the Mediating Role of Economic Justice in the Effect of Financial Literacy and Digitalization on Social Media Influencers’ Attitudes towards Marketing Activities
Year: 2025
Type: article
Study design: Observational Study
Abstract: Social media, defined as platforms where users actively and interactively generate content, continues to grow in influence. Numerous phenomena have emerged on the internet, aiming to form communities by influencing followers through specific content. Recognizing this influence, businesses increasingly promote their products and services through these internet personalities. In this context, individuals with knowledge and experience in managing money become crucial, as effective decision-making requires financial literacy. Within digitalization, consumers must also evaluate risks and make optimal financial choices. Additionally, equitable distribution of material resources is a core element of economic justice. This study aims to determine the impact of financial literacy and digitalization on the promotional efforts of social media influencers and examine the mediating role of economic justice. Data were collected from 390 social media users in Istanbul and analyzed using the SPSS software. ANOVA and t-tests revealed a significant relationship between education level and perceived economic justice (p < 0.05), while regression analyses confirmed the mediation model. Future studies are encouraged to examine different influencer types and include comparative regional analyses to increase generalizability and contextual relevance.
Source: Open Journal of Applied Sciences
Authors: Şule Ekuklu, Murat Başal
Institution: İstanbul Gelişim Üniversitesi
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
SDG: Reduced inequalities
Open Access status: diamond
OpenAlex ID: W4412511523