The relationship between consumer decision-making styles and intent to purchase on Instagram

Social media applications have different tools and uses. Considering this difference, it is seen that businesses and individuals prefer Instagram in order to sell, buy, promote and market products. In this master's thesis, it is aimed to examine the effect of trust in Instagram as consumers' decision-making styles the relationship of this effect with the intention to buy on Instagram. For this purpose, the data collected through the survey technique from 437 participants over the age of 18 who have and actively use Instagram accounts were analyzed. As a result of the analyzes, the fact that consumers are brand-oriented, recreational-hedonistic oriented, innovation-fashion-oriented and information confusion among their decision-making styles affects their trust towards Instagram. It has been determined that consumers' trust and attitudes towards Instagram also affect their desire to buy on Instagram.