Influencer Effect during Coronavirus Period within the Framework of the Consumption Society

• Main Authors: Feyza Ünlü Dalaylı, Ali Murat Yel
• Format: Article
• Language: Turkish
• Published: Okur Yazar Derneği 2021-04-01
• Series: İnsan&İnsan Bilim Kültür Sanat ve Düşünce Dergisi
• Subjects: consumption society; consumption; influencer; social media; covid 19; tüketim toplumu; tüketim; sosyal medya
• Online Access: https://dergipark.org.tr/tr/pub/insanveinsan/issue/60961/870066

Consumption culture is discussed by many theorists. Since most of societies are based on consumption, they started to be known as consumption society. Capitalist social understanding based on production in early days has become consumption-based in time and has shown itself in all areas of life. With emergence of social media networks invented with effects of technological developments, phenomenon of consumption has been transferred to a new platform. Using influencers, which most companies have a large number of followers for marketing and product promotion, is an indicator of prevalence of consumption. In last month of 2019, due to deadly Covid-19 virus, which emerged in Wuhan, China and spread to the world, people chose to stay from their homes and prefer online shopping to avoid infection. Therefore, in this study, effect of influencers on shopping habits of the society during Covid-19 virus period was discussed based on phenomenon of consumer society.