The impact of influencer marketing on consumer behavior: A study on luxury consumption

This study aims to measure the effect of influencer marketing, one of the most frequently used digital marketing methods of recent times, on luxury consumption. As stated in the conceptual framework, influencer marketing is the most remarkable study today and the luxury market is growing in Turkey. However, there has not been much research on the values ​​that influencer marketing creates on luxury consumers. Therefore, this study measures the effect of influencer marketing on luxury consumption by blending it with marketing and consumer behaviour. To measure the influencer effect, the research was completed using two different scales on target consumers with high income. One of the scales measures the value functionality created by influencer marketing on the luxury consumer, and the other measures the level of loyalty created by influencers with consumers. Study aims to contribute to the creation of strategies for professional use in the field of luxury consumption as well as to the literature who are working on the creation of relationships by influencer marketing on luxury brand consumers.