Why are We Following İnternet İnfluencers? An Empirical Study of the Reasons Reinforcing the Relationship between Consumers and Influencers

Abstract

Influencers are the new fame of the new media, which have the ability to shape the attitudes of the target auidiences 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 homophilia, market maven and positive WOM have a statistically positive influence on source of seekers rather than the leadership characteristics (personality strength, leadership narcisim 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 percieved influencers as a market maven/expert as well. Consumers rely on the recommendations of the influencers whom are percieved 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.