Özet:

The Internet and social media have become widely used marketing tools, together with the proliferation of the Internet and the integration of social media into our daily lives. The fact that brands continue their marketing activities by using digital tools has accelerated the development of digital marketing. Thus, influencer marketing has emerged as an important component of marketing communications. The purpose of this study is to look into influencer marketing carried out in mother-baby category in order to reveal interaction intended for relationship between brand-influencer. Influencer marketing is a marketing tool, which directly affects modern consumer purchasing preferences. In the study, interviews were conducted with managers of Chicco, E-Bebek, Mothercare and Panço brands in the mother-baby market to reveal this relationship between two parties thoroughly and in detail. Furthermore, in-depth interviews were conducted with four outstanding influencers in mother-baby category. The results of the study pointed that influencer marketing affects the preferences of generation Y mothers, and that especially individuals who have just become mothers or are to be mothers show interest to the influencer marketing in order to benefit from the experiences of already mothers. As result of responses given by brand managers, it has been concluded that influencer marketing is effective on brand preferences; nevertheless, that the outcomes might show differences in influencer marketing activities due to various brand positioning strategies.

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