Abstract:

Social media platforms are used by companies that turn to digital marketing in order to reach the target audience faster and to attract attention with impressive elements. One of the social media platforms that provides digital marketing is Instagram. Advertising or product promotions on this platform are made through influencers (Influencer-microcelebrity). The reason why brands prefer micro-celebrities, influencers is that these people have a large number of followers and are in constant interaction with their potential followers. Thanks to the interaction feature of Instagram, the images of the products to be promoted or sold fall into the 'discover' area, and as these shares get likes, they reach more people. At the same time, new opportunities for digital marketing arise with the expansion of the domain thanks to the sharing of current tags with 'hashtag'. In this study, the effect of phenomena in the promotion and sale of a product is investigated. In our study, face-to-face interviews were conducted with a semi-structured questionnaire and open-ended questions technique was used. The data of the study was obtained by the survey method. This survey, consisting of 17 questions, was answered by face-to-face survey method to 102 female students at Istanbul Esenyurt University and the subject was examined by supporting the data. As a result of the research, it was revealed that social media channels and Z generation female student buyer behaviors were directed by the phenomena.

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