Abstract:

This research was conducted in order to contribute to the field by revealing the basic components used in promotional product placement practices by influencers who have accounts in various categories on Instagram, and reveal the reasons and components of influencer following behaviours of consumers from different generations. In the scope of the research, it was analysed whether there is a significant difference between the socio-demographic variables of consumers and their follow-up behaviours in the course of influencer marketing activities on social media. Two data collection tools on 1536 participants were used in the study. Attendees are determined by the convenience sampling method among Instagram users following at least one influencer. The data collection tools used in this study are the "Personal Information Form" and the "Social Media Influencer Behavior Questionnaire" prepared by the researchers. It’s been found that the reasons for following an influencer varies according to the socio-demographic characteristics of people and influencers are more effective on younger generations and people with low education and low income level. In addition, it’s seen that men have more tendency to believe in influencers and they follow more influencers than women do.

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