Today's developing technologies have brought innovations to all areas of life. With these innovations, even the concept of advertising, which we see on television, hear on the radio and read in the newspapers, has been transferred to the internet. The old shopping habits have been replaced by a completely virtual environment over the internet. Again, word of mouth marketing, which used to be in our lives, has found its place in the internet environment. Brands now advertise on social media platforms and communicate with their consumers through these platforms. The people who undertake this communication job and at the same time maintain the word-of-mouth marketing in social media are influencers. In this study, the attitudes of social media consumers towards influencers are examined. The data obtained by using the questionnaire method in the study were evaluated with IBM SPSS Version 26. Frequency and percentage values were used in the analysis of the survey data. It was tested with One-Way Analysis of Variance (ANOVA) and Independent Sample T Test, which were developed in accordance with the study model.
Social Media, Influencer Marketing, Influencer, Consumer Behavior, Brand