The effect of influencer marketing on consumer purchasing decision in food and beverage industry

With the frequent use of social media, communication between consumers has improved. Consumers are now evaluating the comments of another users who use the products that they have purchased and also some users can affect their followers’ interests and purchasing decisions. These users with high influential effect have created a new marketing concept called opinion leaders (phenomenon/influencer). Therefore, the concept of influencer marketing is taking place in the literature by the companies detecting opinion leaders in that field of marketing. The purpose of this study is to determine the effect of the influencer marketing in the food and beverage sector on the purchase decision of the consumers with the help of a field research. Accordingly, the main research subject is determined as "Influencers’ effect on their followers regarding the preference of company and decision of buying". The findings are provided and evaluated by the questionnaires applied in social circles. According to these findings, various observations about the researchers and the people who work for marketing area are attained. Based on the data obtained from this study, it is thought that a contribution can be made to the development of the food and beverage secto