A research on the effect of Instagram's Z-generation consumer behavior

Social changes in society only emerge by studying generations. Every generation living in societies differs according to the regions they live in. In studies conducted on five generations, it was observed that each generation has different characteristics and behaviors. In the light of the developments in technology, the generations lived in harmony with the technological tools within the time frame they were in and benefited from the opportunities provided by the technology. Generations have been in intensive communication with each other, especially with the development of mass media. Mass media, which are generally called media, have become an indispensable part of the society. Media has an impact on individuals in ensuring and organizing the social order. The new media, which emerged with the development of the Internet, enables socialization of individuals living in the society through social media tools and enables individuals to communicate with each other instantly. Social media tools, which cause the concept of time and space to disappear, play an important role in changing the characteristics and behaviors of the generations, as well as their influence on the purchasing behavior of generations. Too much use of social media today has led producers to focus on these social networks and the perception of consumption has reached a different dimension with these social media tools. The aim of this study is to determine the effect of Instagram, the social media application with the most users, on the purchasing behavior of individuals in the Z generation. Key words: Mass media, Social media, New media, Generations, Instagram, consumption, purchase behavior