The role of reliability, attraction and similarity of social media influencers in purchasing preference: A research in the cosmetics industry

Consumers who are also social media users, turn into productors by producing concent, as a result of that they have followers quickly. They shouldhave some features in addition to high numbers of followers. Social media users who have great impact on people, are called as social media influencers, phenomenon, influencer, etc. In this work, they are called as digital influencers. Marketing men don't overlook that digital influencers have great impact on consumer for the last years behaviors, like a mastermind. It has been the lates trend firms and trademarks get in concant with digital influencers and they make of use them in marketing activities. In this regard, using of cosmetics and make-up products is increasing day by day with the help of digital influencers' advicez. The basic hypothesis of this work is to prove whether consumers find Youtubers and Instagrammers'reliable and attractive or before buying cosmetic's and make up products, what their similarities are and whether there is and impact of YouTubers's and Instagrammers' on consumers' preferences or not.