INFLUENCER MARKETING APPLICATIONS IN THE SCOPE OF DIGITAL MARKETING

The digital revolution that took place late last century has led to great transformations in marketing as well as in other areas. This period also indicates a new process in which competition has increased rapidly and businesses are beginning to need new methods and techniques. In this context, businesses have been forced to take part in the field of digital marketing from the other side while acting as a traditional marketing approach from one side. The word of mouth marketing technique which has been successfully used in the traditional marketing approach has also been transformed into viral marketing in the scope of digital marketing. With this in mind, influencer marketing applications have begun to take place in digital marketing with the assumption that consumers are more influenced by purchasing decision making process, acquaintance, trust, and environment. Thus, as a version of viral marketing, influencer marketing studies conducted by presenting the product experiences of well-known people with a high number of followers in social media in a natural environment have recently become very popular. This work, which is farther and cheaper than conventional advertising logic, is also allowing individuals to create content. This system is based on mutual interaction and provides quick feedback so that it is supported the business’ the development of appropriate behaviors to this. In this study, the development of influencer marketing practices in Turkey, application forms, the future of the economic and financial dimensions of the system are discussed. In this context, the three influencer marketing practitioners that directly provide services in this area are assessing different aspects of the subject by using depth interview techniques from qualitative research methods