Conceptualization and validation of professional ethics of influencers; Interpretive structural modeling approach

The aim of this research is to conceptualize and validate "professional ethics" among social media influencers. This study is positioned in the exploratory phase of the interpretive model paradigm and the confirmatory phase of the positivist model, and it is practical in terms of its objective.

The research approach is mixed-Method and the strategy used in that analysis is thematic. In the qualitative part, using semi-structured and in-depth qualitative interviews with 14 scientific and executive experts and its analysis in MAXQDA software, the indicators and components of professional ethics of influential people were identified. Then, in the quantitative section, the relevant model was tested using the interpretive structural approach (ISM) and the relationships between themes were analyzed using MICMAC analysis

Based on the results obtained from the research, 8 components and 39 indicators were identified and validated for this purpose.

Since the factors determined as outputs in the final iterations will have a greater impact from an ISM perspective, the components "c4: professional commitment" and "c8: respect for global values, beliefs, and convictions" will have a more significant influence.