Özet:

The purpose of this study is to analyze how the active social media influencers affect consumers' purchasing decisions with their posts. Firstly, in the framework of new media theory, Web 2.0 concept is examined then the definition of social media and the increasing effects in our lives are examined. After examining consumer buying behaviors and decision making mechanisms before social media era, how social media changes these habits and how these influences differ in different generations have been addressed. By taking a close look at two social media influencers who use social media actively in the world and in Turkey, how the sharing of these active people directly affect the consumers and how the retail companies use these effective names for their own purpose have been studied

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