Abstract:

As people reach information, a sense of curiosity in people has also developed over the years. Furthermore, this has always directed people to research and to examine individuals. A new era has begun, especially with the invention of the computer and the Internet. The distribution and access of information have become more comfortable with the development of the technological infrastructure, and people have connected them to research from more intensive or different perspectives according to their interests. With the technology developed after Web 2.0, people have not only read but have started to "get involved." In this way, they started to take steps about consumption by learning quickly the experiences of other people from all over the world in the product/service area from where they are located. Since human beings are social assets, they need to share, learn, develop, and appreciate. Sometimes this lifestyle has come to a newly developing area of business, in any case. Every year, tens of people have become "individuals who have influenced people or followers" and have been followed and sometimes imitated as they produced new content and shared their new experiences. In this study, 'influencer marketing,' which is the subject of psychological, economic, and scientific fields, has been taken on university students' effects. This research aims to measure university students' trust in social media influencers before purchasing, and social media influencers impact their purchasing decisions.

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