Özet:

The developments in information technology in the world over the last 30 years have changed the normal course of life in both individuals and’s lives. With the spread of the internet, almost every activity, from simple individual relationships to international trade, has begun to be done through the internet. At this point, the concept of social media has emerged to meet their desires, such as getting new friends and expressing themselves. Today, one of the most popular social media platforms in the world is Instagram. The aim of this study is to reveal on Instagram, one of the world’s most commonly used social media platforms, the elements that users care about about restaurants and the effects of these elements on the intention of buying. The study was conducted by 375 people. In the study, the survey management was used and the customers at the Instagram-page restaurants respectively paid attention to the Trust, Sharing, Location and Price Factor, and these factors differed according to the demographic characteristics of the participants, and the Sharing and Location Factors also influenced their customers’ intentions to purchase.

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