The effect of new media on consumer behavior: Instagram case

One of the effects of social media on individual life is pushing individuals to more consumption. The aim of this study was to examine the impact of social media on consumer behavior through Instagram. The shopping experiences shared by consumers on Instagram, the quality and price of the product are the factors that affect the buying behavior of consumers. Consumers' buying behavior from Instagram; variables such as gender, age, marital status, income level, daily time spent on Instagram, and purchasing experience in Instagram over the last 1 year are effective. The most powerful hypotheses created in this direction were found to be effective in all sub-dimensions of the educational status variable in the effect of Instagram application on consumer behavior. In addition, the number of purchases made on Instagram in the last year has played an important role in the effect of Instagram on consumer behavior. On the other hand, it is important for companies to transfer confidence to consumers about Instagram purchasing behavior and to prevent information pollution in terms of the position and potential of companies in the future. This research was obtained by analyzing the responses of 450 participants over 18 years of age who study and work in a foundation university in Istanbul. There is no doubt that this study has some limitations. Some of these are the fact that the data consists of a foundation university operating in an Istanbul, obtaining the data online, and receiving data only through the survey technique. The results show that the advertisements of companies / brands on Instagram affect the buying behavior of consumers. Future studies can be conducted on a wider sample, and with the addition of other social media platforms, it may be possible to make comparisons with each other as well as the effectiveness of those platforms.