Determination of the effect of social identity and perceived benefit on the Instagram usage of consumers: Adana province example

The changes experienced in the transition from traditional media to digital media also changed the attitudes and behaviors of the users. Thanks to the increasing use of the Internet, innovations have also occurred in the form of communication between people and businesses. People who use social media tools are now content creators, can share their ideas and thoughts with other users, and play an active role in the events on the agenda. The active use of social media platforms helps the users to socialize by meeting new people and the brands to reach their target audience through their social media accounts and to announce their activities such as advertising campaigns, product promotions and promotional news to their customers. The purpose of this study is to reveal the effects of perceived benefit and social identity on consumers' intention to use Instagram. The data were collected through a questionnaire applied to 325 people living in Adana province. Survey application was carried out by face-to-face survey method. SPSS 22.0 software program was used for data analysis. As a result of the analysis, it was concluded that cognitive social identity, which is one of the sub-dimensions of perceived benefit and social identity, positively affects consumers' intention to use Instagram.