Effect of materyalism and hedonism in influencer marketing

While the phenomenon of consumption, which has continued since the beginning of humanity, means excise and destruction of something among people, it is defined as satisfying independent people' needs by using goods or services in terms of economics. In today's world, perpetually changing and growing technological developments and increasing usage of social media affected many areas as well as affecting consumption behaviors and carried them to different dimensions. Particularly, with introduction of social media into human life, interpersonal interaction increased and people's social status became more evident. In this context, marketing activities were changed in order to respond to necessity of the age. Influencer marketing, which is new marketing activity, has become fancied due to its lower expenditure and wider audience compellation than traditional marketing. This transformation made individuals to consume more in order to increase their social status or having pleasure by shopping. The purpose of this study is specifying materialism and hedonism effects of influencer marketing, which is current marketing strategy, on consumers' spending habits. Based on this purpose, it is aimed to designate which influencers are being followed, how much consumers rely on influencers, how much input they can get about product and to what extent they affect purchase consideration. In this study, 510 consumers who follow influencers were answered using the online survey method. The obtained data were used from SPSS 28.0 package program and R Studio software. In the evaluation, it was seen that influencers have a significant effect on consumers.