Attitudes of Facebook and Instagram Users Towards SNS Clothing Brands’ Posts and Their Influence on Users’ Purchasing

This case study has focused on the attitudes of individuals towards clothing brands posts in Facebook and Instagram, their influence on Terranova and Calliope brands and how these posts in Facebook and Instagram motivate SNS users, purchasing decisions. The research has been conducted with respondents who belong to different age categories and administered in three areas of Northern Cyprus; Nicosia, Morphou and Kyrenia. By using quantitative research methodology, an in-house questionnaire comprising 52 questions was prepared and 315 participants responded. The results of the study indicate that depending on their age, attitudes of individuals towards clothing brands’ posts in Facebook and Instagram show difference. Also, their reactions and encouragement they obtained from SNS posts as well as their motivation for their purchase decision, revealed statistically significant difference regarding their ages. The study indicates that the content of the SNS posts, like audio, video effects, colors, pictures, gestures and information, the price detail about the product are effective to take individuals’ attention for SNS posts. Regardless of individuals’ age, benefits of advertising in Facebook and Instagram, following the favorite clothing brands in SNS and the importance of the content of SNS posts for its efficiency were the common points that they attitude mutually.