Özet:

With the development of Web 2.0 technologies, social media tools have emerged and these tools have become an important part of our daily life. As the influence of social media on users began to increase, the views of the people called "Influencer" that were considered by their spectators began to become accurate. Influencer’s fast and effective communication with the crowds has also attracted the attention of brands, and brands have aimed at using Influencer’s power on social media to deliver their products or services to the wider crowds. These trade unions are one of today’s most important marketing activities and are called “Influencer Marketing”. This study was done to measure the relationship between Influencer’s followers on Instagram. The research was conducted to collect data. The survey form was sent to students in electronic media and was carried out with 282 participants. The data collected through the survey was analyzed through the SPSS program. The study found that gender and educational levels are related to the fields followed on Instagram, that gender has an impact on purchasing decisions, and that there is a relationship between time spent on Instagram and product purchase. It is believed that the results obtained will be useful for the organizations to choose Influencer based on their target audience on Instagram.

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