The determination of the factors that are effective on the customers' intentions of purchasing products from the instagram accounts of phenemenon: An implementation of the relaxed mother application

Consumption is at the center of everyday life in today's economic, social and cultural context, changing the lifestyles of people. With this changing lifestyle, people keep up with the developing technology and communicate with individuals who have previous experiences in purchasing products and services through technological tools. This communication network realized on social media channels ensures that the demands that are formed in line with the needs of consumers are channeled, and it also prevents consumers from purchasing products unnecessarily. In this study, it was aimed to determine the experiences of the consumers following the Rahat Anne Instagram account. In line with the purpose, the participants following the Rahat Anne Instagram account were contacted and the questions were asked to be answered with the online questionnaire prepared. Accordingly, a total of 375 participants were reached in the study. Data and hypotheses collected through the survey were tested. According to the test results of the hypotheses, the posts made by bloggers on their blogs; It was concluded that the variables of customer experience, blog reliability and account interest affect the purchase intent.