This thesis examines the decision-making process of Turkish micro-influencers while choosing a collaboration partner. Additionally, it highlights the role of feedback in shaping their decision-making process. When talking about collaboration,  the focus is on the perspectives and choices of Turkish micro-influencers. When talking about user feedback, it divides it based on whether it is positive or negative.

Brands are continually seeking innovative methods to capture the attention of potential consumers. Influencer marketing emerges as a novel and effective approach to achieve this goal. Influencers are viewed as middlemen who bridge the gap between their followers and brands, offering product recommendations and assisting consumers in making informed decisions about various brands. Micro-influencers are known for their close relationships with their followers and the mutual value they place on each other's ideas.

To achieve the goal of this thesis, two specific research questions are being utilized. Additionally, interviews were conducted with five Turkish micro-influencers to gain deeper insights into their decision-making processes and perspectives.

The results of the study show that Turkish micro-influencers collaborate with brands that align with their personal branding and style. For most Turkish micro-influencers, partnering with agencies simplifies communication, enhances their professional image, and saves time. Both positive and negative feedback influence their decision-making process. Upon receiving feedback, micro-influencers may adjust their behaviors, such as discontinuing collaborations or seeking more partnerships.

This study compares the results from an existing study by Jordas (2023) about micro-influencers' decision-making process while choosing collaboration partners. Finnish and Turkish micro-influencers usually have similarities, however some differences are also identified.

This study result could be beneficial for marketers, agencies, brands, informaticians, and UX designers. It explains influencer's perspectives, how they select their collaboration partner, the role of user feedback in this decision-making process, and mentions findings related to different feedback features on Instagram.