11 June 2026
Advertising Department Chair and Vice Chair Presented a Paper on Social Media Influencers and Advertising Effectiveness at IMASCON 2026
Prof. Dr. Hüseyin Dikme, Chair of the Advertising Department, and Assist. Prof. Dr. İpek Işılay, Vice Chair of the Department, presented their paper titled “The Role of Social Media Influencers in Advertising Effectiveness: A Trust and Persuasion Perspective” at the IMASCON 2026 International Marmara Social Sciences Congress, held in Kocaeli on May 8–9, 2026.
Academics from the Advertising Department of Istanbul Gelisim University continue to contribute to contemporary discussions in digital marketing and advertising through their participation in international academic platforms. The paper, authored by Prof. Dr. Hüseyin Dikme and Assist. Prof. Dr. İpek Işılay from the Advertising Department of the Faculty of Economics, Administrative and Social Sciences at Istanbul Gelisim University, Asma Mohamed Farah, a graduate student in Health Management at the Institute of Graduate Studies of Istanbul Gelisim University, and Assist. Prof. Dr. Kerim Karagöz from the Department of Cartoon and Animation at Alanya Hamdullah Emin Paşa University, was presented at the IMASCON 2026 International Marmara Social Sciences Congress.
The study examines the role of social media influencers in advertising effectiveness from the perspectives of trust and persuasion, focusing on the transformation of communication and marketing processes driven by digitalization. Employing a literature review methodology, the research investigates how influencers’ interactions with their followers, the authenticity of their content, and their perceived credibility influence consumer behavior.
The findings reveal that trust in influencers significantly enhances the persuasive power of advertising messages and plays a decisive role in shaping consumers’ purchase intentions. The study also highlights that influencers who create authentic and relatable content establish stronger communication processes compared to traditional advertising methods. Furthermore, the research emphasizes that social media influencers should not be regarded merely as promotional tools but rather as strategic communication actors capable of influencing consumer attitudes and decision-making processes.
Providing valuable insights into digital advertising, influencer marketing, consumer trust, and persuasion processes, the study contributes to the academic literature seeking to understand the ongoing transformation of social media communication in the contemporary digital environment.
The study examines the role of social media influencers in advertising effectiveness from the perspectives of trust and persuasion, focusing on the transformation of communication and marketing processes driven by digitalization. Employing a literature review methodology, the research investigates how influencers’ interactions with their followers, the authenticity of their content, and their perceived credibility influence consumer behavior.
The findings reveal that trust in influencers significantly enhances the persuasive power of advertising messages and plays a decisive role in shaping consumers’ purchase intentions. The study also highlights that influencers who create authentic and relatable content establish stronger communication processes compared to traditional advertising methods. Furthermore, the research emphasizes that social media influencers should not be regarded merely as promotional tools but rather as strategic communication actors capable of influencing consumer attitudes and decision-making processes.
Providing valuable insights into digital advertising, influencer marketing, consumer trust, and persuasion processes, the study contributes to the academic literature seeking to understand the ongoing transformation of social media communication in the contemporary digital environment.