İnternet Fenomenlerini Neden Takip Ediyoruz? Tüketici-Fenomen İlişkisini Güçlendiren Nedenlerin Ampirik Bir Çalışma İle Değerlendirilmesi
Why are We Following Internet Influencers? An Empirical Study of the Reasons Reinforcing the Relationship between Consumers and Influencers

Summary/Abstract: Influencers are the new fame of the new media, which have the ability to shape the attitudes of the target audiences on the social media and whom the brands use them as bridge in order to deliver their messages to their consumers. According to the results of the study which was conducted on 207 internet users and influencer followers via internet, it is seen that the perceptual hemophilia, market maven and positive WOM have a statistically positive influence on source of seekers rather than the leadership characteristics (personality strength, leadership narcissism and leadership ability) of influencers. In sum, consumers follow social media influencers perceptually as they fit their lifestyle and personality (homophily) and it is seen that consumers are perceived influencers as a market maven/expert as well. Consumers rely on the recommendations of the influencers whom are perceived as a friend or a relative by consumers in their environment. They listen to them and see influencers close enough to them that they can comply with their recommendations. For this reason, influencers called as creators of WOM at the same time.

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