Abstract:

Developing technological opportunities provide businesses with numerous opportunities to shift their operations to digital environments. These opportunities have a positive impact on companies' transition processes from traditional marketing activities to digital marketing activities. Digital marketing activities are becoming increasingly important, particularly in channels with strong two-way communication, such as social media platforms. Companies work with influencers to reach out to individuals through these channels, and they outsource to digital platforms. From this point, the study's goal is to attempt to explain how the company and influencer collaborated from various angles, based on the influencers' posts and shares during the month of November, when campaigns like "Black Friday, Wonderful Friday, Legendary November, Great Friday and Cyber Monday" were active. In this manner, the Instagram stories and posts of 15 influencers who regularly shared content with their followers throughout the month of November were monitored on a daily basis, and the brands and products with which they collaborated were identified. The obtained results indicate that companies work closely with influencers to promote their products and services, and that the selected influencers and product and service features are provided with content that overlaps with care.

Keywords: