Sosyal medya ınfluencerlarının (Kanaat önderlerinin) müşteri karar verme süreci üzerinde etkileri

This thesis focuses on analyzing the different social media platforms to understand marketing strategies for promoting various brands on the market to influence the consumer's purchasing decision. Furthermore, the study demonstrates the factors and levels of influence affecting the consumer decision-making process in recent years. Besides, depict the strategies and visions social media influencers use to make their followers prefer one brand over another by studying their community's consumer behavior and buying intentions. Accordingly, the study used a qualitative research method with an online database from the literature review and primary data collected from interviews with different social media influencers. The study's superior results revealed that the best method to segment the market as a social media influencer is to target psychological characteristics such as self-image and attitudes of their followers. Also, the findings of the marketing communication strategy and relationship marketing faced by social media influencers; both sides (influencers and their followers) rely on one another to build a long-term and trustworthy relationship that will benefit all parties.