In the scope of influencer marketing, tiktok and use of nano-influencer

With the development of technology, in the rapidly digitalizing world of marketing, brands attach importance to developing messages that explain the marketing communication strategy and what the product they produce promises in order to reach their target audiences. They also value effectively using communication channels in markets where buyers and sellers come together. The most current form of word-of-mouth marketing, influencer marketing, is the primary choice of many brands, and among social media platforms, TikTok is notably increasing its number of followers worldwide and in Turkey. For generation Z, who tend to share more actively on online platforms, visuality and interactivity are very important. Therefore, they prefer the quality, humorous, and appealing content of the TikTok world instead of advertisements in traditional media. Aware of the increasing impact of social media on consumption habits, brands are turning to the new generation of content producers who ensure effective communication on TikTok. Thanks to nano-influencers with follower counts between 1000-10,000, they can reach large audiences with more economical and natural ads. This research examines the role of nano-influencers in the decision making process of GenZ within the scope of influencer marketing, using TikTok as an example. In this research, a literature review is first conducted under the headings of social media, post-modern consumption culture, purchasing behavior, GenZ and influencer marketing. In the final part of the research, a hybrid method is adopted, using both quantitative and qualitative research techniques. Within the scope of quantitative research, a total of 16 questions were directed to 100 nano-influencers aged 18-25 who produce and follow content for TikTok. Survey results were analyzed under the headings of the relationship between the TikTok platform and GenZ, the authenticity of shared content, and the influence of nano-influencers on the purchasing decisions of Generation Z. In the study, where the in-depth interview technique, one of the qualitative research methods, was also used, interviews were conducted with a TikTok company employee and two different nano-influencer agencies. The TikTok algorithm, the rising trend of the platform, collaborations of nano-influencers with TikTok, reasons for their preference, and the effects of the content shared by nano-influencers on the purchasing decisions of their followers were identified.