The effect of social media influencer on consumer purchasing decisions

This research examines in detail the effects of social media influencers on consumer purchasing decisions. With the acceleration of the digitalization process, the ways consumers access information, and their shopping habits have changed significantly, and traditional marketing methods have been replaced by new digital and interaction-oriented strategies. In this context, influencer marketing has become an effective communication tool for brands and has emerged as a critical element that directs consumer behavior. This study examines the basic factors that determine the effect of influencers on consumers; the role of variables such as reliability, interaction level, perceived expertise and content production methods are analyzed in detail. Considering the different structures of social media platforms, the study reveals how the effect of influencer marketing on consumers varies according to the platforms. The research findings show that influencers have a strong effect on consumer behavior and that this effect varies depending on various variables such as the reliability of the influencer, the way they produce content, the level of interaction they establish with their followers and the characteristics of the social media platform used. In addition, it has been determined that the reactions of consumers to products and services recommended by influencers are directly related not only to the individual characteristics of the influencer but also to the types of experiences and content offered by social media platforms. As a result, influencer marketing stands out as an effective marketing method that directs consumer purchasing behavior in today's digital world. In this direction, brands need to develop strategies compatible with the target audience in choosing influencers, focus on long-term collaborations that will create a sense of trust in consumers, and adopt platform-specific content strategies. The findings of the study aim to contribute to academic literature and marketing sector practices by offering strategic suggestions to increase the effectiveness of influencer marketing. Keywords: Social Media Marketing, Influencer Marketing, Consumer Behavior