Abstract:

With the introduction and development of new media into human life, individuals began to spend most of their time in social media platforms. Over time, it has changed many things from users' communication processes to their perceptions and shopping practices. Instagram, the most widely used social media platform, has also changed a lot since its debut. From its first point of origin, photo sharing, Instagram has now turned into a preferred medium for shopping by individuals. In this study, Instagram platform, which is thought to shape consumption habits among social media platforms, is discussed. The study tried to determine how social media changes and transforms consumption habits with the example of shopping on Instagram. In the study, interviews were conducted with 10 Instagram users between the ages of 25-40 living in Izmir, using the in-depth interview technique. Looking at the results of the study, it was determined that education and income level were not determinants in Instagram shopping. Instagram has become the most used and shopping medium of recent times, and it has been found that this number is gradually increasing.

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