Investigation of the mediating role of body liking level in the relationship between Instagram addiction and online shopping addiction

In this study, it was aimed to examine the relationship between Instagram addiction and online shopping addiction and the mediating role of body liking level in the relationship between Instagram addiction and online shopping addiction. The study group of the study consisted of 309 people, 204 women and 105 men. The research was determined by creating a form on the online platform and using the random sampling method. Research is a survey model, which is a type of quantitative research. The data of the study were obtained by applying the Instagram Addiction Scale, Online Shopping Addiction Scale and Body Liking Scale to individuals after obtaining the necessary written and verbal consent. As a result of the examinations, significant differences were observed among the demographic variables according to age, educational status and marital status, but it was stated that there was no significant difference according to the employment status, income level and gender of the participants. In addition, a very strong positive relationship was found between Instagram addiction and online shopping addiction. It has been determined that body liking has a mediating role in the relationship between Instagram addiction and online shopping addiction. When the findings were examined, it was seen that Instagram addiction strongly affected online shopping addiction. In this case, it is thought that it would be useful to address the issue of Instagram usage intensity first in order to reduce online shopping behavior. Keywords: Instagram addiction, online shopping addiction, body liking