Abstract This study aimed to investigate whether spending on influencer marketing through social media platforms has substantially increased in recent years and how this practice affects customers. Through a proposed "social media influencer value model" accounting for advertising value and source credibility dynamics, an online survey of social media users who followed at least one influencer evaluated the impact of follower trust and perceptions of influencer credibility, attractiveness and similarity on attitudes towards branded influencer content and downstream outcomes like brand awareness and purchase intentions. The popularity of obtaining news and recommendations through influencers - defined as ordinary individuals turned online celebrities via niche content creation around areas like fashion, lifestyle and travel - has surged among young demographics in particular. Given emerging consumer informational dynamics, understanding how to leverage influencer marketing has become increasingly important for brands according to the conceptual underpinnings of this study. By testing pathways from influencer characteristics to audience trust, branded content resonance and commercial outcomes, the survey aimed to provide enhanced empirical insights into this phenomenon highlighted as transforming contemporary marketing communications.

Abstract This study aimed to investigate whether spending on influencer marketing through social media platforms has substantially increased in recent years and how this practice affects customers. Through a proposed "social media influencer value model" accounting for advertising value and source credibility dynamics, an online survey of social media users who followed at least one influencer evaluated the impact of follower trust and perceptions of influencer credibility, attractiveness and similarity on attitudes towards branded influencer content and downstream outcomes like brand awareness and purchase intentions. The popularity of obtaining news and recommendations through influencers - defined as ordinary individuals turned online celebrities via niche content creation around areas like fashion, lifestyle and travel - has surged among young demographics in particular. Given emerging consumer informational dynamics, understanding how to leverage influencer marketing has become increasingly important for brands according to the conceptual underpinnings of this study. By testing pathways from influencer characteristics to audience trust, branded content resonance and commercial outcomes, the survey aimed to provide enhanced empirical insights into this phenomenon highlighted as transforming contemporary marketing communications.

r knowledge management. ARTICLE INFO Abstract: The current research seeks to identify the effectiveness of the market orientation strategy in managing customer relations (a field study in the Altunsa company). And the necessary information, the researcher prepared the current research tools and verified the necessary statistical characteristics of validity and reliability, and after applying the research tools, the study reached the following results: 1. The dimension (orientation towards the market) of the employees of the Altunsa company is classified as very good. 2. The management of customer relations in the Altunsa company is classified as being at a very good level. 3. There is a statistically significant relationship between market orientation and customer relationship management among the employees of the Altunsa company. The value of the correlation coefficient was (0.82).