Özet:

Abstract Purpose: The article examines the reasons for following the influencers, and the positive/negative perceptions. Method: The research method is ethnography. The interview technique, a qualitative research method, was used. 16 interviews were held on social media users. Findings: Three main categories are identified: development, purpose, and reality. The situation of the influencer in each category is experienced at two extremes; positive and negative. The negative end in the development should be recognized in the deprivation of the followers. The positive end is that they enter the personal development process, and their self-confidence increases. Followers are disturbed by the purposeful display of products for commercial purposes. However, the transfer of useful information and showing access to the influencer's distribution channel create satisfaction. The two extremes of reality are falsity and transparency. Promoting fake lifestyle causes followers to cool down and eventually unfollow. The influencer's message conveys the events he has experienced or observed holistically improves the follower's emotional bond and sincerity. Conclusion: In line with social media followers' expectations, the influencers should reflect themselves as they are, avoid show-up, and act since attitude. Conscious users attach importance to their personal development and closely follow those who post educational posts in their interest field. Influencers should promote the product that they stand and use.

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