Abstract

Today, with digitalization, many concepts have become a part of our lives. In particular, the unique nature of each medium is effective in the formation of these concepts. Creating a new form of social media influence, Doll Influencers can create profound effects on their followers' consumption, fashion and lifestyles, especially by using Barbie dolls as content. In this study, doll phenomena, namely Doll Influencers, which are a new and different dimension in social media effectiveness, are discussed in the context of digital appearance and consumption. The concept of Doll Influencer is not a concept that has received attention in the academic literature. In this respect, this study is important in terms of its contribution to the literature. On the other hand, when talking about Turkey specifically, it has been seen that a process like Doll Influencer is not a method preferred by social media users in our country for content production. Turkish users do not have a similar page management when following foreign Doll Influencers. Here, it is thought that the practices of using social media and cultural codes are decisive. On the other hand, the fact that the Barbie doll culture in Turkey focuses on brand consumption rather than production has been another of these differences. In the study, social media accounts with high followers were discussed and document analysis method was used. The data obtained were analyzed by establishing a connection with the concept with qualitative content analysis. As a result of the study, it has been seen that the new marketing form, known as Doll Influencer, has created new formations in many areas from consumption to fashion, from lifestyle to branding.