The effect of sponsored Instagram advertisements on consumption behavior: A research on Bolu Abant İzzet Baysal University students

Recently, internet technologies have developed rapidly. A development in this sense has enabled individuals to use the Internet more frequently in their daily life and in different areas. In particular, a new era has begun with the developing social media platforms. The frequent use of social media applications by individuals has attracted the attention of companies and brands. Because widely used social media applications effectively enabled advertising and marketing activities. Another important issue in this sense is consumer behavior. The perception of shopping, which took place through social media applications, resulted in the reshaping of consumer behavior. This situation revealed the necessity of examining social media advertising and consumer behavior. In this research, the effects of sponsored advertisements on consumer behavior on Instagram are examined. Firstly, a literature review was made in the theoretical part of the study and the conceptual and theoretical issues were focused on. In the application part, the data received from the 384 students studying in Bolu Abant İzzet Baysal University were analyzed with a program called IBM SPSS 20. As a result of the findings, it has been determined that sponsored advertisements on Instagram have various effects on consumers.