Influencer’ların Satın Alma Davranışına Etkileri: Üniversite Öğrencileri Özelinde Bir Odak Grup İncelemesi
The Effects of Influencers on Buying Behaviour: A Focus Group Study Specific to University Students

Summary/Abstract: In the digital age, social media has a significant impact on social dynamics by transforming individuals' communication styles and consumption habits. At the centre of this transformation is the interaction between popular culture and social media, and influencers play a decisive role in shaping and spreading popular culture. This study aims to examine the impact of influencers on the purchasing decisions of university students in the context of social media and popular culture. In the study, the concepts of social media and popular culture are discussed in the theoretical framework; the development process of influencer marketing and its effects on consumer behaviour are evaluated. In this framework, a focus group interview was conducted in the study. It was found that sincere and reliable content offered by influencers has a positive effect on consumers and particularly influences the purchasing behaviour of followers in the fields of fashion, cosmetics, technology, and lifestyle. However, content with an obvious commercial purpose damages the trust of followers. Moreover, influencers with a sense of social responsibility tend to have a stronger impact on their audience.

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