Özet:

Today, one of the most influential factors in the purchasing decision-making process evolved traditionally to the internet is social media phenomena for the young generation that make up the main actors of consumer action. The aim of this study is also to reveal the impact of social media phenomena on the consumer preferences of the Z-generation representatives of the group that is the most intense use of social media. In this context, the determination of the relationship between the role modeling behavior and the purchasing behavior of the representatives of the Z generation is the basis of the research. In the framework of the research, a group work focused on quality research methods with representatives of the Z generation using Instagram was done. According to the findings, Instagram phenomena have been found to have a meaningful relationship between role modeling, brand sensitivity and purchasing behavior for this audience. The study is believed to be useful in understanding the consumer preferences of the representatives of the Z generation, who live in an intense population and consumption-oriented, and in finding out how they can affect the crowd.

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