Özet:

Nowadays, the usage areas of social networks have developed and changed, and these social networks have become an online shopping platform. Instagram, which appears as an interactive and visual-heavy network in the digital age we are in, attracts the attention of young digital consumers in particular, and also becomes a sales platform for entrepreneurs and small businesses. Instagram shopping and Generation Z, which provide ease of use for small businesses and consumers who want to provide a continuous, interactive, fast, economical shopping experience, constitute the main focus of this study. Sample Beykent University's Faculty of Communication created by people and is located within the Gen Z and 15 semi-structured interview technique made using this study for the exchange of products and different customized design Generation Z consumers access to Instagram, more affordable shopping experience, for a quick and easy way to communicate with the seller support entrepreneurs, individuals should have been preferred for reasons such as creating a new economy. However, it is among the results revealed that digital consumers in Generation Z attach importance to issues such as reliability and privacy, and have doubts about the fact that the products are original and real sized.

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