Use Of Influencers As Impact And Ethics In Digital Advertising

With the widespread use of the Internet and social media, innovations have also emerged in the activities carried out in the field of marketing. Along with traditional media, social media channels have taken their place as effective tools in marketing efforts. Social media advertisements are new platforms where businesses will create awareness and increase brand perception in a positive way in their marketing efforts. (Wei et al., 2010). According to Battallar and Cömert (2015), marketing activities carried out by businesses through social media have some benefits for businesses. These are developing good relationships with consumers, providing easier access to the target market, branding, selling when the opportunity arises, and advertising with less money. However, social media ads can be effective in a short time. In this, the comments, likes, etc. shared by other users about the advertised product, apart from the advertiser brand, have the feature of being a reference. As a result of the guidance of people's acquaintances, social media ads can spread to wider audiences. For example, sharing a post that people like on social media with other people in their network can be used to express the referral in question. This study is a descriptive study that tries to reveal the conceptual importance and elements of the Use of Influencers as an Influencer and Ethical Element in Digital Advertising by applying a descriptive research method. For this purpose, the relations between the results and evaluations in the current research studies and the theory and practices in digital advertising practices were evaluated in terms of ethical principles and effects.