Social media marketing: Example of instagram

Social media has both individual and corporate users. As companies started to employ staff to manage their social media accounts, a new business line emerged as a social media expert. Instagram, a popular social media platform, can be used by people from all walks of life with different cultures and lifestyles. The aim of this study is to determine the use of Instagram by university students and consumer behavior towards companies selling on Instagram. A questionnaire was applied to 390 students studying at the Faculty of Economics and Administrative Sciences of Recep Tayyip Erdogan University. After identifying the participants' personal information, the use of Instagram and the status of shopping from Instagram, analyzes were conducted for the research hypotheses. Pearson Chi-Square Test was used in the analysis. According to the results, the purpose of Instagram usage is to follow friends, share photos and videos, shop, follow fashion and celebrities respectively. Female participants who use Instagram to follow fashion, shop and follow companies do more shopping on Instagram.