The effect of perceived herd behavior, behavioral loyalty to brand, and attitude of expressing affection on purchase intention on instagram

In this study, the effect of perceived herd behavior, behavioral commitment to the brand, and attitude to express liking on Instagram was tried to be examined. In this context, 612 Instagram users were reached with the easy sampling method, following a brand on Instagram and making purchases via Instagram. In the research; frequency analysis, descriptive statistics, normality test, exploratory factor analysis, reliability analysis, anova analysis and regression analysis were performed. It was determined that the data were distributed normally and the scales were reliable and valid. As a result of the analysis; It was determined that perceived herd behavior, behavioral loyalty to the brand, and attitude to express liking positively affected 44.8% of the change in purchase intention. At the same time, it was revealed that perceived herd behavior and behavioral loyalty to the brand had a significant and positive effect on the attitude towards expressing liking.