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23
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96
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53
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3
In this research, it is aimed to examine the effect of Instagram social network on marketing by taking the opinions of the consumers. Interview technique was used in the research designed by qualitative research method. The participants of the survey consisted of 41 users who were members of the Instagram social network and had at least one experience shopping in this environment. Semi-structured interview form was used as data collection tool. The form was implemented online with Google Docs infrastructure. The data were analyzed with content and descriptive analysis techniques. As a result of the research; how many times the participants log in Instagram, what the reasons of following business pages are, , what products they buy, what conditions affect their purchasing, what the positive and negative aspects of shopping through Instagram are and what benefits the businesses reach through this shopping were all determined.
In this research, it is aimed to examine the effect of Instagram social network on marketing by taking the opinions of the consumers. Interview technique was used in the research designed by qualitative research method. The participants of the survey consisted of 41 users who were members of the Instagram social network and had at least one experience shopping in this environment. Semi-structured interview form was used as data collection tool. The form was implemented online with Google Docs infrastructure. The data was analyzed with content and descriptive analysis techniques. As a result of the research; how many times the participants log in Instagram, what the reasons of the following business pages are, what products they buy, what conditions affect their purchasing, what the positive and negative aspects of shopping through Instagram are and what benefits the
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