Abstract:

It is essential to reach a specific target audience with similar characteristics through messages that will meet their expectations for achieving the goals in creating a brand attitude. This study mainly aims to evaluate the relationship between consumer’s attitudes towards brands, which use micro-influencers in their communication campaigns on Instagram. Additionally, it was aimed to determine the consumer’s demographic characteristics, their daily Instagram usage frequency, the number of micro-influencers they follow on Instagram, finding micro-influencers reliable, and their purchase status of a product recommended by the micro-influencers. In the present study, following a quantitative approach, a face-to-face questionnaire technique was used to obtain objective results by specifying the figures to be analyzed statistically. According to the research findings, women have a more positive attitude towards brands that use micro-influencers than men. Besides, findings showed that consumers who spend 4 hours or more time on Instagram and following 10 or more micro-influencers find micro-influencers trustworthy, and purchasing products recommended by these people have more positive attitudes towards brands that cooperate with micro-influencers.

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