This study addresses the historical development, definition, and significance of ınfluencer marketing. Influencer marketing emerged as a response to traditional marketing methods' inability to meet the demands of the digital age and has become an integral part of brands' strategies today. Influencers reach large audiences through social media platforms and can influence their purchasing behavior. This provides brands with a great opportunity to promote their products and build consumer trust. Influencer marketing can be considered a digital version of traditional word-of-mouth marketing. Particularly with the influence of social media platforms such as Instagram, YouTube, and TikTok, this sector has rapidly grown, enabling brands to reach their target audiences more directly and effectively. Furthermore, this marketing strategy allows brands to establish a secure and natural connection with consumers. When applied correctly, influencer marketing becomes a strategy that benefits both brands and consumers.