Abstract:

Instagram and Facebook, which are very popular among social media applications, are actively used by users. These applications, with different uses and levels according to generations, provide appropriate opportunities for individuals trying to create an image and also give the opportunity to make positive or negative feedback. Thus, the focus of this research is how the X, Y and Z generations create image through Instagram and Facebook. This research, which aims to reveal the relationship between social networking and image creation of the X, Y and Z generations, was carried out using an online data collection tool with a total of 900 people, including 300 X generations, 300 Y generations and 300 Z generations, who participated voluntarily through social networks. Comparing the scales of image creation on social media by generations, the Z-generation participants’ impression creation points were significantly higher than the Y-generation and X-generation participants’ score. As a result, the Y and Z generations, which have grown inside with social media technology and have been used very actively in their social life, as well as the X generations have seen the level of active use of social media to be too high to not be minimized, and the three generations have achieved that they have created an image with social media use.