Özet:

The development of the Internet and web 2.0 technologies have led ordinary people to increase their visibility on social media platforms. On Instagram, one of these visual platforms, people who are called influencers increase their number of followers by sharing their daily lives and producing content. These influencers try to affect their followers with their lifestyle and the products they promote. This power of influencers gains importance for marketing. Businesses choose the appropriate influencer in order to reach the target audience that they determine according to their products. Muslim women influencers also allow businesses to reach Muslim society. The neo-conservative middle class, which started to form in the post-1980 period in Turkey, added consumption practices to its lifestyle over time. Neo-conservatives take care that the commodities consumed are in accordance with Islamic values in order to place consumption in their lifestyle. In the study, while examining the relationship between luxury consumption and conservatism, a case study was made from qualitative research and in-depth interview method was preferred from data collection techniques. This study aims to examine conservative influencer followers’ view on conservatism and luxury consumption. This study was conducted with an in-depth interview technique and hijab followers of different socio-economic levels took place in the selection of the sample. The non-random purposeful sampling technique was used in the selection of the people to whom the semi-structured interview technique would be applied. The followers were selected starting from the close environment extending to the environment of the subject group. A total of 12 women were interviewed by asking questions about Islam and luxury consumption. In purposeful sampling, the researcher determines the people who are most suitable for the purpose of the research.

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