Akademik Veri Yönetim Sistemi
IMASCON, Kocaeli, Türkiye, 8 - 09 Mayıs 2026, ss.21, (Özet Bildiri)
With the advancement of digitalization, communication and marketing activities have undergone a significant transformation, and social media platforms have assumed a decisive role in shaping consumer behavior. This transformation has led brands to restructure their strategies for reaching target audiences, positioning social media influencers as key actors in advertising communication. Through the interaction they establish with their followers and the trust they generate, influencers create a distinct communication process compared to traditional advertising methods. This study aims to examine the role of social media influencers in advertising effectiveness from the perspectives of trust and persuasion. A literature review method was employed, and a conceptual evaluation was conducted based on recent academic studies. The findings indicate that the perceived credibility of influencers, the authenticity of their content, and the level of interaction with followers directly influence the perception of advertising messages and consumer attitudes. In particular, trust has been identified as a critical factor that enhances the persuasive power of advertising messages and plays a decisive role in shaping purchase intention. As a result, social media influencers should not be considered merely as promotional tools; rather, they should be redefined as strategic communication agents that shape consumer behavior. Keywords: Social media, social media influencers, influencer marketing, advertising effectiveness, trust, persuasion