Consumer response to brands 'instagram stories: Sample of Madame Coco

It is an indispensable factor for the brands that want to stand out from competing brands in their current competitive conditions and to use these media actively. Brands must exist where they are in order to reach their target audience. In this respect, brands that use Instagram and Instagram Stories effectively can be one step ahead of their competitors. In this thesis, Instagram Stories are discussed and the brand's loyalty in the target audiences of brands that convey their messages to their target audience through Instagram Stories and the consumer response created by the brand through Instagram Stories are measured in the context of the hierarchy of impacts. The survey method, one of the quantitative data collection tools, was used in the research. The survey was applied online to people reached via Instagram Dm. 436 people participated in the research. Keywords: Social Media, Instagram, Instagram Story, Brand Loyalty, Hierarchy of Effects