The effect of consumers' attitudes towards instagram ads on impulse buying behavior: A research on teachers i̇n Adıyaman

Thanks to advancements in internet infrastructure and technological progress, individuals today are able to communicate much more quickly and easily. With the widespread use of mobile devices, people spend a significant portion of their day online and remain in constant interaction with digital environments. Social media platforms have become an important part of individuals' daily lives, and many users now spend a considerable amount of their time on these platforms. The increase in time spent on social media has led users to encounter a greater number of advertisements. This situation has made it necessary for businesses to use social media platforms more effectively in order to reach their target audiences and encourage them to make purchases. Through advertising activities carried out via social media, businesses are able to reach consumers directly and aim to influence their impulse buying behavior. In this regard, Instagram stands out as one of the most frequently used social media platforms. Companies can directly access their target audiences through Instagram, while consumers, in turn, can communicate with businesses, provide feedback, and leave comments via the platform. The main purpose of this study is to examine the attitudes of teachers working in the province of Adıyaman towards Instagram advertisements and the impact of these advertisements on their impulse buying behavior. The data obtained through the questionnaire administered within the scope of the research were analyzed, and it was evaluated whether Instagram advertisements have an effect on the teachers' impulse buying behavior. Keywords: Consumer behavior; Impulse buying; Instagram