The effects of Instagram advertisements on the purchase behavior of generation Z

This study aims to investigate the effects of Instagram ads on purchasing behavior of Z generation individuals. In the first part of the study which consists of three sections, the concepts of social media, Instagram and advertising are discussed in detail. In the second chapter, generations and purchasing concepts that are born in a certain period of time and grouped according to their characteristics are examined. In the last section, the method and findings of the study are presented by using quantitative analysis method. 540 face-to-face surveys of Instagram users from five different high schools in the central districts of Antalya and Akdeniz University were reached and SPSS 22.0 program was used for statistical analysis of the data obtained from this sample. The survey form consists of three sections: Pre-Purchase Consumer Behavior on Instagram, Post-Consumer Consumer Behavior on Instagram, and Interest in Instagram Ads. In order to reveal the purpose of the study, 13 research questions were searched for answers with statistical analysis. Independent paired t-test was used in binary comparisons between two-category variables, and one-way analysis of variance (ANOVA) was used to find differences between three or more categorical variables. Pearson correlation analysis was used to reveal the relationship between dependent quantitative variables, and chi-square analysis was used to find the relationship between qualitative variables. According to the results obtained; Instagram ads have been shown to affect the purchasing behavior of Generation Z and the research has been verified for general purposes. It's seen that Instagram is the social media platform most followed by the generation Z. It turns out that women benefit from Instagram before purchasing to a higher than men, and their interest in Instagram ads is higher. It was revealed that university students benefit from Instagram before and after purchasing to a higher than high school students and are more interested in advertising. It is seen that there is no significant relationship between the interest in Instagram ads and income levels, the interest in Instagram ads positively affects consumer behavior before and after the purchase. The school attended of the generation Z appeared to affect the interest in Instagram ads and consumer behavior before and after the purchase on Instagram.