Influencer marketing: Research on opinion leaders of digital marketing

New developments in technology are taking place every day and these developments and innovations bring new marketing strategies. The marketing integrated with technology also provides an opportunity for new concepts to emerge. Brands are applying new marketing strategies every day. With the notion of influencer marketing, which takes its place among the popular marketing strategies and is the subject of study, the brands evaluate every opportunity to reach the target group by focusing on the opinion leaders who will affect the target group instead of affecting a big target audience. In this study The influencers, which are the opinion leaders of digital marketing, were first put forward as a result of the theoretical information obtained from the literature review, how the influencers, which are an important element of promotion and promotion studies, undertook the bridge between the brand and the target audience and how it reflects on the attitudes and behaviors of social media users. Keywords: Digital Marketing, Influencer Marketing, Influencer, Opinion Leader