Theoretical Approach to the Role of Influencers in Social Media Marketing

The purpose of this study is to investigate the Role of Influencers in Social Media Marketing. Social media marketing has become an indispensable tool for brands in the digital age. Influencers can achieve more effective marketing results compared to traditional advertising methods, thanks to the trust and authentic relationships they establish with consumers. This article explores the rise of influencer marketing, its impact on consumer behavior, effective influencer selection strategies, and ethical considerations. It has been observed that influencers can increase consumer purchase intention through parasocial relationships. In addition, the importance of sustainability and transparency principles in this area has been emphasized. Various suggestions have been presented for brands, influencers, and academic researchers.