Who Promotes the Brand?: Influencers as Narrators in Digital Marketing

This study examines the impact of influencer content on individuals' product purchasing behaviors, daily life practices, self-presentation, and emotional processes. Data were collected through semi-structured interviews and analyzed using thematic analysis. The findings indicate that influencers play a significant role not only as promotional tools but also in shaping individuals' decision-making, sense of belonging, and social approval processes. Moreover, the study reveals that individuals develop a critical awareness toward media content within the context of digital culture. Overall, the results demonstrate that influencer culture produces multidimensional effects at both societal and individual levels.