The role of popular persons (phenomenon) of social media on buying decision process

Nowadays, Influencer Marketing methods have been implemented by introducing a new dimension to word of mouth marketing. Businesses; brand, products or services using the dominant marketing methods to meet consumers. The aim of this study is to investigate the role of popular persons of (phenomenon) social media on buying decision process. This study consists of three parts. In the first part, social media and social media marketing, in the second section are Influencer and Influencer Marketing, and in the last section, the field study of the role of popular persons of (phenomenon) social media on the buying decision process. In addition to a comprehensive literature search for the creation of the questionnaire, the questionnaire was formed by interviewing the students aged 18 to 24 who were thought to be more affected by social media popular people (phonemenon) at different times and observing the opinions of the participants. Thus, survey questions have been formed. The questionnaire was also used by adapting the scale of social media phenomena of Puotiniemi (2018) and the scale of attitudes towards purchasing of Meriç (2010). In order to obtain the final questionnaire, 30 students in Bilecik Şeyh Edebali University were interviewed by face to face questionnaire method. As a result of the feedback received, the questionnaire form has been finalized. In the form of an online questionnaire, quantitative research method was used. Sampling was chosen from the random sampling methods. Research analyzes were performed using SPSS 22 statistical package program.