The Influence of Social Media Influencers on Instagram on Consumers’ Purchasing Attitudes

Abstract

The increase in competition among companies day by day in today’s world forces them to use more different and effective ways in activities of marketing communication. Especially, it has been difficult to attract consumers’ attention to their advertisements from the mass of other ones. It necessary to use more effective means to attract consumers’ attention to the advertisements and maintain this attention, so they can handle with this difficulty. Endorsement of social media influencers to promote products is one of these means used by companies. In this study, we try to reveal the influence of social media influencers, who promote products via the social networking site Instagram, on consumers’ purchasing attitudes. We have provided data to measure this influence by conducting a questionnaire on the students at the Faculty of Economics and Administrative Sciences in Niğde Ömer Halisdemir University and we analyzed this data statically by using the SPSS packet programs. According to the results of the research, consumers' purchasing decisions are influenced by the recommendations of social phenomena on any product.