Social media phenomenons as the new opinion leaders of consumption: The influencer example

Today, consumption behaviours have become not only an action to meet needs, but also a means of displaying people's status and power. This study attempts to understand and explain consumption behaviours by focusing on the symbolic meanings of consumption. The channels where indicators turn into an object of consumption are also social media channels that function as areas of socialization. The issue of Influencers and Influencer Marketing applications in social media channels affecting and directing consumption habits through indicators was touched upon. This study aims to underline how individuals who use the Instagram application tend to consume and what meaning they attribute to consumption. Interviews were held with social media users/consumers who use social media channels and follow Influencers. Qualitative research method was used in the research. The population of the research is limited to Izmir province of Turkey. The sample group representing this universe consists of male and female users who are students and employees between the ages of 16-28, have social media accounts, follow influencers. In-depth focus interviews and observations were conducted with the participants and semi-structured interview technique was used. The field questions and answers directed to the participants were categorized and the interviewees' statements were tried to be interpreted according to the concepts of the thinkers included in the research. In line with this data, it has been measured that influencers in social media channels have an impact on consumption and consumer behaviours. The claim that with the increase in internet use, social and social changes have been seen, and accordingly, there has been an increase in social media usage, social media sharing, Influencer, and Influencer Marketing applications, has been confirmed by the data in TURKSTAT and the We Are Social Report. It has been mentioned that Influencers, who act as bridges between companies and buyers, have a guiding effect in ensuring the continuity of women's ideal beauty norms along with conspicuous consumption. In line with the results obtained, it was aimed to emphasize the understanding of consciousness and awareness regarding the desire to consume unlimitedly, and the importance of the individual and social effects of consumption was emphasized.