The Instagram application and consumption culture

It is an undeniable fact that new media tools are making progress and becoming the element that makes individuals' lives easier. Instagram, the subject of the study, is one of the most successful among social media tools. This application, which attracts people's attention and appreciation with its innovations every day, has the most popular usage area.With the help of social media, people have a tendency to show themselves and observe other people with the effect of finding an environment to express themselves. From this perspective, the new media has opened the door to a new world in a universal sense. There are many things in this new world that make people's lives easier. To establish a dialogue with a person on the other side of the world, to develop formal and non-formal relations, to create social consciousness and to express positive or negative opinions about any event that occurs, to trade, to make advertisements, to promote, to announce campaigns and to make sales.In this study, the effect of social media and Instagram on consumer culture was investigated. Consumption culture was examined theoretically. As a result, it was concluded that Instagram seriously affected people in terms of consumption. Campaigns, promotions and advertisements via Instagram ultimately trigger a desire for consumerism on individuals. Keywords: Social Media, Digital, Instagram, Consumption Culture