Özet:

In contrast to the sender-dominant structure of the traditional media, social media creates a much-debated area with a large number of its users and content production for the last ten years due to its user-dominant structure. Instagram, which is a social media tool after the previous social media tools, has a rapidly increasing number of users as it allows photo-based visual presentations. This study was carried out to reveal usage motivations and Instagram following behaviors of Instagram users. For this purpose, data was collected from 356 university students who are Instagram users using a face to face questionnaire technique. The obtained data were analyzed with frequency tables and relational comparisons. According to the results of the research, information retrieval and sharing factors were obtained for Instagram usage motivations, whereas acquaintance and expertness factors were obtained for Instagram following behaviors. In the research, there was found no significant correlation between the variables of the participants such as daily internet usage times, daily social media usage times and how many years they use social media, and the factors. However, no significant correlation was found between the genders of the participants and the factors.

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