Abstract:

The needs of consumers with limited needs and unlimited demands are increasing day by day. While brands try to meet the demands and needs of consumers, they are looking for different and creative ways to fight their rivals. All these efforts create materialist-based hedonic consumption. The z-generation consumers born in the age of brands and technology have become more insatiable and started to show hedonic buying behavior. Brands that try new weapons to differentiate have a huge impact. Social media influencers are at the top of these weapons. In this study, materialistic-based hedonic consumption was tried to be revealed through a research on social media influencers. This study, contrary to the studies on consumers, the social media influencers that trigger consumption and their hedonic tendencies were investigated by focus group study.