THE EFFECT OF INFLUENCERS RELIABILITY ON PURCHASING POTENTIAL IN SOCIAL COMMERCE

Shares of users who regularly share on certain concepts and are called influencers, on social networking platforms on the internet are found interesting and followed by other users. This interest and follow-up have drawn the attention of companies that want to make a name for themselves on online platforms and introduce their products and services to the target audience. Companies, cooperate with these social network celebrities under the name of influencer marketing and ensure that their products are promoted to the target audience they want. The increase in the number of experiencers, who have made digital content production a professional field, causes users to be heavily exposed to paid collaboration sharing on social media. This situation pushes social network users to question which post is sincere and which one is for financial gain. In this study, the effect of the commercial shares made by influencers on the consumers and the attitude of the users to these shares were tried to be determined by using a quantitative research method. According to the research findings the trust problem between influencers and the followers has been confirmed and it has been determined that social media users distrust influencers and are negatively affected by their inconsistent behavior.