The factors on affecting consumer purchasing in influencer marketing: A research on social media users

The aim of this study is; to determine the purchasing factors affecting Social Media users in Influencer marketing, which is popular among the young population, and to reveal what consumers pay attention to when making purchases and to what extent they are affected by which factors. Based on this aim, it is aimed to find answers to questions such as which influencers consumers follow on social media platforms, the level of purchase as a result of the suggestions of these people, which influencers are followed more. In our study, a research will be conducted on the effect of content producers, who appear as "Influencers" in Social Media channels, on the purchasing intention of Social Media users. For this purpose, the study was applied as an online questionnaire to 500 social media users in electronic environment. The data obtained in the study were analyzed using regression analysis. SPSS 20.0 package program were used for analysis. As a result of the survey, Instagram was found to be the most followed social media platform of influencers. It has emerged that the influencers are mostly followed due to the content they share in the field of entertainment. The most followed by social media users, Influencer was found as Danla Bilic, who produces content for her followers in the field of makeup / care. In addition, it was revealed that social media users were affected by the products recommended by Influencers, but did not do the purchase as a result of this effect. Keywords: Influencer, Marketing, Influence, Consumer, Social Media