The phenomenon of social media influencer in Turkiye

With the integration of social media into everyday life, the concept of social media influencer has become a frequently encountered term. Recognized on social media platforms with billions of users worldwide, these individuals represent internet celebrities who influence decision-making mechanisms across various domains, from individuals' consumption habits to the way they organize their daily activities, garnering admiration and keen interest in their activities. The aim of this research is to define a "social media influencer" encompassing individuals creating content in Türkiye, by revealing the characteristics of social media influencers through research conducted on their followers within the framework of opinion leadership. The explanatory sequential mixed-methods design was employed in this study. The participants of this research, conducted between 2019 and 2022, consisted of 324 students from the Faculty of Communication Sciences at Anadolu University. Semi-structured interviews were conducted to obtain qualitative data, while a questionnaire was administered for quantitative data collection. The quantitative data of the research were analyzed using IBM SPSS Statistics 24, whereas thematic analysis was utilized to reach qualitative data results. Social media influencers serve as information hubs for their followers' inquiries and advice. A closeness akin to a friendship relationship is often established between influencers and their followers. Followers particularly value influencers' experiential knowledge accumulation and societal relationships. The necessary attributes for influencers differ depending on the platform and content format they generate.It was concluded that influencers, especially those knowledgeable, trustworthy, and authentic in their respective domains, could play a role in resolving societal issues. Keywords: Social media, Social media influencers, Opinion leadership, New media, Internet influencers.