Özet:

Marketing on social media getting more important day by day where marketing has moved to a different dimension. In this study, the importance of social media influencers' for marketing investigated by determining the level of social media users' connectedness to the social media influencers. In the survey, 16 expressions of TV Program Connectedness Scale developed by Russell, Norman & Heckler (2004) was adapted to social media users before it used. Escape, fashion, imitation, modeling, aspiration and paraphernalia are the original factors (sub-dimension) of the scale. In addition, the purchasing factor was created and purchased product groups were examined with eight separate statements. The new version of the scale adapted for study was used as a total of 7 factors and 24 expressions. The survey designed online and applicate in Adnan Menderes University Sultanhisar Vocational School, which has 600 registered students at March of the spring semester of 2016-2017 academic year. Total 187 surveys from volunteer participants’ responses have been taken into consideration. The answers given by the participants were checked with the inverse question and the remaining 177 questionnaires were evaluated. A significant relationship was found between gender, time of participants spend on the internet and social media, selling and purchasing products using social media channels in the past year, frequency of using Snapchat and YouTube with connectedness of followers to social media influencers.

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