The effect of Instagram phenomenon on generation Z purchasing intention: A study at Tekirdağ Namık Kemal University

The study aimed to evaluate the consequences of social media influencers on Generation Z's purchasing tendencies. Within this framework, the impact of influencers' expertise, proximity, interaction, and sharing characteristics on purchasing intention was examined. Additionally, the results assessed whether there were differences in participants' levels of purchasing intention based on socio-demographic attributes. Accordingly, the study was conducted within a relational survey model. The sample used in this study consisted of 412 participants selected through convenience sampling from Namık Kemal University students in Tekirdağ. Research data were collected using an online survey form that included the Expertise Scale, Proximity Scale, Interaction Scale, Sharing Characteristics Scale, and Purchase Intention Scale. Reliability analysis, validity analysis, descriptive statistics, and frequency analysis were conducted in the research. In the subsequent normal distribution analysis, it was observed that the data were normally distributed, and therefore, parametric methods were used in the further analyses of the study. Pearson correlation analysis and regression analysis were then performed in the research. Finally, t-tests were conducted for demographic variables with two categories, and ANOVA analyses were performed for demographic variables with more than two categories. As a result of the research, it was determined that sharing, expertise, interaction, and proximity qualities have positive and significant effects on purchasing tendencies. Furthermore, it was concluded that purchasing intention varies significantly based on income, daily time spent on social media, and the number of influencers followed on social media. Individuals with higher income, spending more time on social media daily, and following more influencers on social media were found to have significantly higher purchasing tendencies. On the other hand, it was observed that purchasing intention did not show significant differences based on gender and age.