Abstract

Giving product or brand approval by people, who has high potential to influence masses in social media, is very important in behalf of firms for positioning themselves in the consumer mind and creating a positive feeling for consumers. In addition; companies aim to establish a sincere and emotional connection between the consumer and the brand, to increase the level of interest in the product and to stick advertisement in consumers’ mind through influencer marketing. This study explores the skepticism of the Y generation consumer segment against influential marketing activity in the social media. As a result, it can be stated that both sexes in the Y generation have partly in the attitude of disbelief, mistrust, undesirable toward ads made on influential people in social media and consumers think that they are misinformed about product information contained in influencer advertisements. According to the result of the study, just as in the results of sex, all three age ranges (18-24, 25-34, 35-38), in the Y generation have partly in the attitude of disbelief, mistrust, undesirable toward ads made on influential people in social media and consumers think that they are misinformed about product information contained in influencer advertisements.