The effect of social media influencers on brand image as a reference group

The communication instruments have begun to change with developing technology and common usage of internet. Marks, are included in social media platforms where active communications is provided instead of traditional communication instruments and this process bring the phenomenon concept with it. This study aims to reveal whether the influencers, who are the new generation reference group, affect the brand image. In this study, which of the phenomena perception dimensions have a say in this effect is going to be analyzed. Moreover, as to whether the factors as age, gender and education of the participants are effective to be influenced from social media influencers will be surveyed. In order to reach the research purpose, quantitative research method was preferred. For this study, 354 participants were reached by conducting an online survey technique to collect data. At the end of the research, it was determined that the attractiveness, expertise, reliability dimensions of the perception of social media phenomena, the attitude towards the phenomenon and the harmony with brand of the phenomenon have an effect on the brand image. It was determined that the age, gender, education level of the participants showed a significant difference in being affected by the social media phenomenon, while their income status and the time spent on social media did not show a significant difference in being affected by the social media phenomenon. Moreover, the perception of brand image shows a significant difference according to the education level and gender of the participants.