Influencer marketing as a dijital opinion leader: Examining the posts of dijital mothers

Abstract

Today, the traditional marketing approach has been replaced by the digital marketing approach. One of the most prominent elements in digital marketing is the marketing activities of impressive employees, also known as influencer marketing. In the influencer marketing method, influencers serve to convey brands' messages to their followers. Within the scope of the study, Instagram posts of Dilan Polat, Özden Özdoğan and Ece Ronay; The frameworks of maternal and child health, eating with the mother in childhood, and the mother's personal health and beauty categories are included in detail. The research was carried out with the categorical analysis method, which is a type of content analysis within the scope of qualitative research methods. The result is that the marketing messages of the influencer mothers whose research products were examined are presented in many places and have been reached. It is noted that there are similar events in field records, and the similarity between this study and the reports in the literature is noted. After this study is carried out through mother influencers, it can be carried out through father influencers.