Özet:

Along with Instagram gaining popularity, have started to use this channel as a marketing activity for commercial gain. It is known that people who are called “influencers” have been used frequently in order to create consumer image decisions, brand image and to interact with customers. The sharing of influencers who share experience and information on Instagram cannot always create a positive brand image and interaction in terms of reliability in the minds of consumers. However, it is seen that this situation differs in the sharing of impressive people as sponsored products. One of the areas where influencers are frequently used is undoubtedly the makeup and beauty industry. It is seen that there are very intense product or service-oriented posts in this field on Instagram. In this context, the aim of the study is to examine the effects of positive and negative product reviews on the brand image and interaction of the followers of an influencer who shares in the field of cosmetics and life, on the experience of sponsored products. In the research, which is an exploratory research, the “influencers” who has shared their experiences and suggestions in the field of cosmetics and life since 2011, made positive and negative product experience sharing to evaluate the brand image and interaction created by Görkem Karman on followers of positive and negative sponsored product experiences on Instagram. Content analysis is applied to followers comments.

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