Abstract:

The interaction feature offered by the Web 2.0 technology has made users active and participating while making social media applications appear. Social media applications, which consist of user-focused sharing platforms, have brought individuals to the transfer of many life practices to digital environments, from receiving news and information, to education, entertainment and shopping. This has also made it necessary for to turn towards social media marketing. Today, are going on the way to promote their products and services through influencers identified as well-known and famous persons with a high number of followers on social media platforms. In the study, 399 students who were studying in the 2021-2022 educational year at Karabük University were surveyed in order to identify how young consumers are affected by influencers' sharing, the study found that influencers' product promotion was influential on participants' purchasing behavior.

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