Evaluating the Impact of the Influencer Marketing Industry on E-Commerce Using Fuzzy Cognitive Maps

This study is designed to measure the impact of the influencer marketing industry on e-commerce in Turkey. After the increasing use of mobile devices, developing technology, changing customer needs and social media usage, and especially with COVID-19, the influencer marketing industry was formed and this sub-branch has become one of the most important and most effective items of marketing. This large and increasing volume has brought along unnecessary expenditures and unsuccessful advertisements that repel consumers. In this study, the factors affecting sales, product views and product favorability in the e-commerce sector and the degree of influence of these factors are examined. For this purpose, commission rate, product price, product discount rate, influencer's compatibility with the brand, number of followers of the influencer, product narrative, product category and number of shares of the advertisement will be analyzed in depth. In the research, data were collected from experts in the e-commerce sector and these data were analyzed with the Fuzzy Cognitive Map method.