THE ROLE OF INSTAGRAM MOMS ON BUYING BEHAVIOR

Ayşe Yavuz; Seval Ürkmez

Makale detayları

THE ROLE OF INSTAGRAM MOMS ON BUYING BEHAVIOR

Yazarlar:

Ayşe Yavuz | Seval Ürkmez

Yayıncı:

Gumushane University

Ana Başlıklar:

İletişim Çalışmaları

Dergi:

Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi Vol.13 Issue 1, pp.189-218

Belge Tipi:

Makale

Yayın Tarihi:

3/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001344691

pISSN:

2146-3301

Anahtar kelimeler:

Özet:

 The development of digital communication technologies has paved the way for the increased use of social media platforms. Social media platforms have begun to serve business marketing purposes as well as social and cultural activities. Instagram moms, who have gained fame on these platforms in recent years, have become the subject of research in many disciplines. The aim of the study is to determine the predictive role of Instagram moms in the purchasing process of individuals. In this context, data were collected online using a purposive sampling method from n385 mothers who are active social media users and follow their mothers on Instagram. Based on the research data, the extent to which individuals are influenced by Instagram moms in their purchasing behavior was investigated. In the research, the measurement material created and constructed through the observed variables of social media usage habits and purchasing behavior towards Instagram moms was used. The data were analyzed using the statistical package program. In line with the empirical findings, it was found that there is a significant relationship between the independent variable, purchase behavior, and the dependent variable, Instagram social media usage habits towards mothers. Accordingly, it was determined that the independent variable had a significant effect on the dependent variable with a strength of β.501 p.000. In addition it was found that each of the sub-dimensions of social media usage habits of Instagram mothers information, entertainment and leisure, virtual community played a predictive role in purchase behavior.

 The development of digital communication technologies has paved the way for the increased use of social media platforms. Social media platforms have begun to serve business marketing purposes as well as social and cultural activities. Instagram moms, who have gained fame on these platforms in recent years, have become the subject of research in many disciplines. The aim of the study is to determine the predictive role of Instagram moms in the purchasing process of individuals. In this context, data were collected online using a purposive sampling method from n385 mothers who are active social media users and follow their mothers on Instagram. Based on the research data, the extent to which individuals are influenced by Instagram moms in their purchasing behavior was investigated. In the research, the measurement material created and constructed through the observed variables of social media usage habits and purchasing behavior towards Instagram moms was used. The data were analyzed using the statistical package program. In line with the empirical findings, it was found that there is a significant relationship between the independent variable, purchase behavior, and the dependent variable, Instagram social media usage habits towards mothers. Accordingly, it was determined that the independent variable had a significant effect on the dependent variable with a strength of β.501 p.000. In addition it was found that each of the sub-dimensions of social media usage habits of Instagram mothers information, entertainment and leisure, virtual community played a predictive role in purchase behavior.

 The development of digital communication technologies has paved the way for the increased use of social media platforms. Social media platforms have begun to serve business marketing purposes as well as social and cultural activities. Instagram moms, who have gained fame on these platforms in recent years, have become the subject of research in many disciplines. The aim of the study is to determine the predictive role of Instagram moms in the purchasing process of individuals. In this context, data were collected online using a purposive sampling method from n385 mothers who are active social media users and follow their mothers on Instagram. Based on the research data, the extent to which individuals are influenced by Instagram moms in their purchasing behavior was investigated. In the research, the measurement material created and constructed through the observed variables of social media usage habits and purchasing behavior towards Instagram moms was used. The data were analyzed using the statistical package program. In line with the empirical findings, it was found that there is a significant relationship between the independent variable, purchase behavior, and the dependent variable, Instagram social media usage habits towards mothers. Accordingly, it was determined that the independent variable had a significant effect on the dependent variable with a strength of β.501 p.000. In addition it was found that each of the sub-dimensions of social media usage habits of Instagram mothers information, entertainment and leisure, virtual community played a predictive role in purchase behavior.

 Dijital iletişim teknolojilerinin gelişimi, sosyal medya platformlarının kullanımının artmasına zemin hazırlamıştır. Sosyal medya platformları, toplumsal ve kültürel faaliyetlerin yanı sıra işletmelerin pazarlama amaçlarına da hizmet etmeye başlanmıştır. Son yıllarda bu platformlarda ün kazanmış Instagram anneleri, pek çok disiplinde araştırma konusu haline gelmiştir. Çalışmanın amacı, bireylerin satın alma sürecinde Instagram annelerinin yordayıcı rolünü tespit etmektedir. Bu bağlamda amaçlı örnekleme yöntemiyle online olarak n385 aktif sosyal medya kullanıcısı olan ve herhangi bir Instagram annesini takip eden annelerden veriler toplanmıştır. Araştırma verilerinden hareketle bireylerin satın alma davranışında bulunurken Instagram annelerinden etkilenme düzeyleri araştırılmıştır. Araştırmada Instagram annelerine yönelik sosyal medya kullanım alışkanlıkları ve satın alma davranışı gözlenen değişkenleri aracılığıyla oluşturulan ve kurgulanan ölçüm materyali kullanılmıştır. Verilerin analizi istatistiksel paket programı kullanılarak yapılmıştır. Ampirik bulgular doğrultusunda, bağımsız değişken olan satın alma davranışı ile bağımlı değişken olan Instagram annelerine yönelik sosyal medya kullanım alışkanlıkları arasında anlamlı bir ilişki olduğu saptanmıştır. Bu doğrultuda, bağımsız değişkenin bağımlı değişken üzerinde β,501 p,000 kuvvetinde anlamlı bir etkiye sahip olduğu tespit edilmiştir. Bununla birlikte, Instagram annelerine yönelik sosyal medya kullanım alışkanlıkları alt boyutlarının bilgi edinme, eğlence ve boş zaman geçirme, sanal topluluk her birinin satın alma davranışı üzerinde yordayıcı bir role sahip olduğu belirlenmiştir.

Makale detayları

THE ROLE OF INSTAGRAM MOMS ON BUYING BEHAVIOR

Yazarlar:

Ayşe Yavuz | Seval Ürkmez

Yayıncı:

Gumushane University

Ana Başlıklar:

İletişim Çalışmaları

Dergi:

Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi Vol.13 Issue 1, pp.189-218

Belge Tipi:

Makale

Yayın Tarihi:

3/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001344691

pISSN:

2146-3301

Social Media

Instamom

Buying Behavior

Digital Marketingsosyal Medya

Instamom

Satın Alma Davranışı

Dijital Pazarlama

Sayı

Makale detayları

Yazarlar: Ayşe Yavuz | Seval Ürkmez

Yayıncı: Gumushane University

Ana Başlıklar: İletişim Çalışmaları

Dergi: Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi Vol.13 Issue 1, pp.189-218

Belge Tipi: Makale

Yayın Tarihi: 3/2025

Belge Dili: Türkçe

Document ID (Org No.): 2001344691

pISSN: 2146-3301

Sayı

Yazarlar:

Ayşe Yavuz | Seval Ürkmez

Yayıncı:

Gumushane University

Ana Başlıklar:

İletişim Çalışmaları

Dergi:

Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi Vol.13 Issue 1, pp.189-218

Belge Tipi:

Makale

Yayın Tarihi:

3/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001344691

pISSN:

2146-3301