Abstract:

Today, many brands use a combination of most marketing strategies to increase their brand awareness and reliability in the current market environment, making them part of the organization. Within the digital marketing system, social media has gained a very important place, and touching the targeted masses through social media has become an inevitable result. Companies wanting to promote their products through social media, to increase their brand awareness, and to strengthen their company image and increase their sales, want to take advantage of both the experiential and oral blessings of marketing, to act together with opinion leaders in order to provide customer experience. Markets that communicate with high-impact people on social media platforms reach millions of people in a short period of time and also reduce their marketing budgets at the same time. This new marketing method, called influencer marketing, and the new generation of opinion leaders as the mediator of this method constitute the main theme of this research. This new generation of opinion leaders with research firms looking at their relationship with, Instagram users in Turkey, who have shared in the cosmetics industry has been identified thirty opinion leaders, November 28, 2017- taken under the spotlight December 28 shares between 2017 have been applied to analyze the content of applied shares and collected The data were analyzed by SPSS 21. Whether the brands are promoting products and services through phenomena, whether the phenomena share content in their own way of life, attitudes and assessments about the products and services of phenomena, the duration and frequency of phenomena These once questions have been sought after by the fundamental questions of research on the brand and the phenomena of the other social media platform. The obtained data are discussed at the findings section. 

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