Author(s)

Şule Ekuklu¹, Murat Başal²

¹Postgraduate Education Institute, Istanbul Gelisim University, Istanbul, Türkiye.
²Vocational School, Istanbul Gelisim University, Istanbul, Türkiye.

Social media, defined as platforms where users actively and interactively generate content, continues to grow in influence. Numerous phenomena have emerged on the internet, aiming to form communities by influencing followers through specific content. Recognizing this influence, businesses increasingly promote their products and services through these internet personalities. In this context, individuals with knowledge and experience in managing money become crucial, as effective decision-making requires financial literacy. Within digitalization, consumers must also evaluate risks and make optimal financial choices. Additionally, equitable distribution of material resources is a core element of economic justice. This study aims to determine the impact of financial literacy and digitalization on the promotional efforts of social media influencers and examine the mediating role of economic justice. Data were collected from 390 social media users in Istanbul and analyzed using the SPSS software. ANOVA and t-tests revealed a significant relationship between education level and perceived economic justice (p < 0.05), while regression analyses confirmed the mediation model. Future studies are encouraged to examine different influencer types and include comparative regional analyses to increase generalizability and contextual relevance.

Social Media, Social Media Phenomenon, Marketing, Financial Literacy, Digitalization, Economic Justice

Ekuklu, Ş. and Başal, M. (2025) Determining the Mediating Role of Economic Justice in the Effect of Financial Literacy and Digitalization on Social Media Influencers’ Attitudes towards Marketing Activities. Open Journal of Applied Sciences, 15, 2007-2028. doi: 10.4236/ojapps.2025.157133.