Özet:

With the increased use of the Internet, the social media communication between consumers has evolved. Consumers are now able to evaluate the reviews of other users using the product they’re going to buy, and some users may not affect their followers’ interest and their purchase decisions. These high influence users have created a new marketing attitude with the definition of “fenomen/influencer”. The identification by the business in the field of marketing has also brought the concept of memorable marketing into the literature. The aim of this study is to explore the impact of memorable marketing on consumer decisions in the food and beverage industry with the help of a field research. In this regard, the subject of the study was defined as "the impact of the leadership of the crafts on the business preference and purchase decision of the followers." The data is provided and evaluated by the survey technique from the social media. According to the findings, various findings were obtained for researchers and practitioners. According to the study, it is possible to contribute to the development of the food and beverage industry.

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