Hatırlı Pazarlamada Nano-Etkileyicilerin Marka Farkındalığına Etkisi
The Effect of Nano-Influencers on Brand Awareness in Influencer Marketing

Summary/Abstract: Purpose – The aim of this study is to draw the attention of academics, marketers and brand managers to the importance of working with nano-influencers, which is a very new trend in influencer marketing practices and to reveal the effect of nano-influencers on the brand awareness of the 18-24 age group in the Z generation by supporting the survey data. Design/methodology/approach - The data were obtained from 328 people between the ages of 18-24 who use social media and analyzed using the SPSS 25 program. Findings – The findings show that young people conisder nano-influencers as the most reliable source in their purchasing decisions and that nano-influencers have various levels of influence in building brand awareness through the normative and informative dimensions of social impact. In addition, the finding of a positive relationship between nano and mega influencers, offers marketing managers the option to work simultaneously with nano and mega influencers in their marketing strategies. Discussion – The results of this research show that instead of working with one or two celebrities or mega-influencers by paying very high fees in influencer marketing practices, working with a large number of nano influencers with more affordable prices, will positively affect the effectiveness of the message to be conveyed to the target audience along with the perception of reliability and brand awareness it creates on consumers in the 18-24 age group.

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