Brand presentation to the consumer in digital marketing: The ways of YouTube influencers to promote the brand to the consumer

With the development of technology, new communication tools have begun to show their existence. Digitalized communication channels have caused changes in the world of marketing. Brands that want to reach consumers who frequently use digital communication channels have turned to digital marketing methods. Marketing through influencer, which is a new method in digital marketing, has emerged as a new way to bring the brand to the consumer. One of the digital marketing tools, YouTube is the most used social media platform among users. The fact that users spend most of their time on the YouTube platform has allowed brands to collaborate with YouTube influencers. Brands cooperated with influencers and presented their products to consumers. This thesis study was carried out in order to determine how the brand / product is promoted in the content produced by YouTube influencers in the context of marketing through influencer, which is a new tool in digital marketing. For this purpose, Turkey's top 10 most followed YouTube influencers in the influencer category of the boomsocial.com social media analysis site were determined as the sample. All the shares of influencers in 2020 were examined and the content analysis of the posts containing brand / product promotion was made. The research results are interpreted in tables.