Nowadays, social media platforms, which are an important socializing space for people, are no longer a part of everyday life, but have become everyday life itself. Individuals promote their personalities through their social media profiles. Especially the number of followers and likes has become an important criterion for gaining respectability. Therefore, users with more followers find it easier to reach large audiences and create influence. Now let’s define the influencer world…
Influencer means a person who influences. It also refers to people who practice a type of marketing known as Influencer Marketing. People who have a large following on social media platforms, who can influence the behavior of this audience and thus change the purchasing decisions of their followers are called influencers.
The influence of influencers on consumers is huge and growing. People value the advice of influencers they find trustworthy, sincere and engaging. When promoting a particular product or brand, a good influencer naturally acts as if they are using the product and offers their followers their real experiences. This can lead followers to develop a more positive view of products and brands.
“In the Influencer Marketing Report, brands’ collaborations with influencers are analyzed in three categories: paid, in exchange for products and invitations to events. Advertisers can collaborate with influencers on a “paid” basis, such as a certain number of posts or payment for each post. In addition, brands can send free branded products to influencers as part of their advertising campaign and encourage influencers to share content about these products. In addition, they can invite the influencer to an event organized by the brand and invite them to post about the event for a fee or voluntarily. In addition to these collaborations, brands can also pursue different collaboration strategies. These strategies are shaped by the brand’s objectives and can be categorized into three categories: brand ambassadorship, product placement and event interpretation. A brand ambassador is a person who represents the brand’s identity for a fee within the framework of a long-term relationship.”
The fact that influencers share their lives and emotions with social media users enables users to create an emotional bond. Users support influencers in any negative situation related to influencers. Most users may also consume because of the emotional bond they have established with the influencer rather than the product. Again, women have purchased products promoted by influencers on Instagram more than men in the last year. This shows that advertising activities for women on Instagram may be more effective than for men.
Reference: Psychologist Merve Altındağ
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Erdoğan, H., & Özcan, B. M. (2020). Influencer pazarlaması kullanımının tüketicilerin satın alma niyetine etkisi: Instagram influencerları üzerine bir araştırma. İşletme Araştırmaları Dergisi, 12(4), 3813-3827.
