An Assessment of the Relationship Between Kid Influencers (Kidfluencers) and Brand Perception

Influencers, who have become a part of our lives, are increasing their popularity day by day with the increasing usability of social media platforms. They can be defined as people who have a certain effect on their followers. In this context, kid influencers who also have certain effects on their followers take a part in influencer categories. The aim of this study is to reveal the relationship between the kid influencers and the brand perception of their followers. An online survey was conducted with 302 individuals who follow kid influencers, using purposive sampling. Descriptive analysis, t-test, and correlation relationships are examined within the scope of the research. Based on the findings, variables that differ according to gender within the demographic characteristics were identified as ‘knowledge and experience’, ‘entertainment’, ‘naturalness’, and ‘cuteness’. Differences in motivation for following based on whether they have children were identified in ’interest’, and ‘curiosity’, as well as ‘lifestyle’ categories. A significant and positive relationship was found between brand perception and gender and age. The top kid influencer(s) followed by the participants were Maya Başol, Kemalce, and Zayn Sofuoğlu. This study is considered important in terms of its focus on the relationship between kid influencer(s) and brand perception and to contribute to literature.