INSTAGRAM KULLANICILARININ TATMİN ELDE ETMESİNİ SAĞLAYAN NEDENLER İLE TATMİN SONRASI OLUŞABİLECEK DAVRANIŞSAL NİYETLERİN Z KUŞAĞI ÖRNEKLEMİNDE İNCELENMESİ

Year 2024, Volume: 9 Issue: 1, 76 - 103, 27.06.2024

Özlem Özdemir Süzer

https://doi.org/10.54452/jrb.1363303

Abstract

Z kuşağı bireyler arasında kullanımı yaygın olan sosyal medya platformlarının başında gelen Instagram uygulaması, aynı zamanda işletmelerinde kendi markalarını ve ürünlerini tanıtmaları için bir pazarlama platformudur. Bu araştırmanın amacı Z kuşağı Instagram kullanıcılarının eğlence, fayda ve sosyalleşmenin kullanıcı tatminleri üzerinde bir etkiye sahip olup olmadığını araştırmaktır. Ayrıca tatminin ardından oluşabilecek takip etme niyeti, tavsiye etme niyeti ve etkileşime girme niyetinin satın alma niyetiyle sonuçlanan, onaylanan marka tutumunu olumlu yönde etkileyip etkilemediğini tespit etmek amaçlanmaktadır. Araştırma evrenini Kayseri ilinde yaşayan, Z kuşağı Instagram kullanıcıları oluşturmaktadır. Veriler yüz yüze anket formu ile toplanmıştır. Araştırma modelinin test edilmesinde PLS-SEM analizi kullanılmıştır. Araştırma sonucunda sosyalleşme, fayda ve eğlencenin kullanıcı tatmini üzerinde olumlu bir etkisi olduğu; takip etme niyeti, etkileşime girme niyeti ve tavsiye etme niyetinin kullanıcı tatmininden olumlu yönde etkilenirken, onaylanan marka tutumunun yalnızca etkileşime girme niyeti ve tavsiye etme niyetinden olumlu yönde etkilendiği sonucuna ulaşılmıştır. Aynı zamanda onaylanan marka tutumunun satın alma niyeti üzerinde güçlü ve olumlu bir etkiye sahip olduğu tespit edilmiştir. Sonuç olarak, Instagram kullanımının hangi yönlerinin kullanıcı tatmini sağladığı ve bunun nasıl satın alma niyetine dönüşebileceğine dair sunulan bu bilgilerin hem teorik açıdan hem de yönetimsel açıdan önemli katkılar sunacağı düşünülmektedir.

Keywords

Instagram, kullanıcı tatmini, kullanımlar ve doyumlar teorisi, satın alma niyeti, z kuşağı

EXAMINING THE REASONS THAT ENABLE INSTAGRAM USERS TO ACHIEVE SATISFACTION AND BEHAVIOURAL INTENTIONS THAT MAY OCCUR AFTER SATISFACTION IN THE SAMPLE OF GENERATION Z

Abstract

The Instagram application, which is one of the most common social media platforms among Generation Z individuals, is also a marketing platform for businesses to promote their own brands and products. The purpose of this research is to investigate whether entertainment, utility, and socialization have an effect on user satisfaction of Generationn Z Instagram users. In addition, it is aimed to determine whether the intention to follow, the intention to recommend and the intention to interact, which may occur after satisfaction, positively affect the endorsed brand attitude that results in the purchase intention. The population of the research consists of Generation Z Instagram users living in Kayseri. Data were collected with a face-to-face survey form. PLS-SEM analysis was used to test the research model. As a result of the research, it was found that socialization, utility and entertainment had a positive effect on user satisfaction; it has been concluded that while the intention to follow, the intention to interact and the intention to recommend are positively affected by user satisfaction, the endorsed brand attitude is positively affected by the intention to interact and the intention to recommend. At the same time, it has been found that endorsed brand attitude has a strong and positive effect on purchase intention. As a result, it is thought that this information about which aspects of Instagram usage provide user satisfaction and how this can turn into purchase intention will make important contributions both theoretically and administratively.

Keywords

Instagram, user satisfaction, uses and gratifications theory, purchase intention, generation z

References

• Al-Ansi, A., Olya, H. G. T. ve Han, H. (2019). Effect of general risk on trust, satisfaction, and recommendation intention for halal food. International Journal of Hospitality Management, 83, 210–219. doi:10.1016/j. ijhm.2018.10.017
• Aluri, A., Slevitch, L. ve Larzelere, R. (2016). The influence of embedded social media channels on travelers’ gratifications, satisfaction, and purchase intentions. Cornell Hospitality Quarterly, 57(3), 250–267. doi:10.1177/193.896.5515615685
• Apodaca, J. (2013). True self and the uses and gratıfıcatıons of ınstagram among college-aged females. New Mexico State University.
• Bae, M. (2018). Understanding the effect of the discrepancy between sought and obtained gratification on socia networking site users’ satisfaction and continuance intention. Computers in Human Behavior, 79, 137– 153. doi:10.1016/j.chb.2017.10.026
• Başak, E. (2014). An emprical study on factors affecting continuance intention of using Facebook. Istanbul Technical University.
• Basak, E. ve Calisir, F. (2015). An empirical study on factors affecting continuance intention of using Facebook. Computers in Human Behavior, 48, 181–189. doi:10.1016/j.chb.2015.01.055
• Belanche, D., Casaló, L. V., Flavián, M. ve Ibáñez-Sánchez, S. (2021). Building influencers’ credibility on Instagram: Effects on followers’ attitudes and behavioral responses toward the influencer. Journal of Retailing and Consumer Services, 61, 1–11. doi:10.1016/j.jretconser.2021.102585
• Bhattacherjee, A. (2001). Understanding information systems continuance: An expectation-confirmation model. MIS Quarterly, 25(3), 351–370.
• Biçer, S. ve Şener, Y. (2020). Kullanımlar ve doyumlar yaklaşımı bağlamında üniversite öğrencilerinin Youtube kullanım alışkanlıkları. Selçuk İletişim (C. 13). doi:10.18094/JOSC.697809
• Çalışır, G. ve Ünal, A. M. (2019). Kullanımlar ve doyumlar yaklaşımı bağlamında X kuşağının sosyal medya kullanımı: Whasapp örneği. Ü. Türkyılmaz ve V. Kurban (Ed.), Hoca Ahmet Yesevi 2. Uluslararası Bilimsel Araştırmalar Kongresi içinde (ss. 1128–1141). Erzurum.
• Casaló, L. V., Flavián, C. ve Ibáñez-Sánchez, S. (2017a). Antecedents of consumer intention to follow and recommend an Instagram account. Online Information Review, 41(7), 1046–1063. doi:10.1108/OIR-09- 2016-0253.
• Casaló, L. V., Flavián, C. ve Ibáñez-Sánchez, S. (2017b). Understanding consumer interaction on Instagram: The role of satisfaction, hedonism, and content characteristics. Cyberpsychology, Behavior, and Social Networking, 20(6), 369–375. doi:10.1089/cyber.2016.0360
• Casaló, L. V., Flavián, C. ve Ibáñez-Sánchez, S. (2018). The relevance of creativity and emotions in engaging users on Instagram. Global Marketing Conference içinde (ss. 4–5). Tokyo: Global Alliance of Marketing & Management Associations.
• Casaló, L. V., Flavián, C. ve Ibáñez-Sánchez, S. (2020). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research, 117(2018), 510–519. doi:10.1016/j.jbusres.2018.07.005.
• Casaló, L. V., Flavián, C. ve Ibáñez-Sánchez, S. (2021). Be creative, my friend! Engaging users on Instagram by promoting positive emotions. Journal of Business Research, 130(2020), 416–425. doi:10.1016/j. jbusres.2020.02.014.
• Chen, S. C., Yen, D. C. ve Hwang, M. I. (2012). Factors influencing the continuance intention to the usage of Web 2.0: An empirical study. Computers in Human Behavior, 28(3), 933–941. doi:10.1016/j.chb.2011.12.014
• Colliander, J. ve Marder, B. (2018). ‘Snap happy’ brands: Increasing publicity effectiveness through a snapshot aesthetic when marketing a brand on Instagram. Computers in Human Behavior, 78, 34–43. doi:10.1016/j. chb.2017.09.015
• Coursaris, C. K., Osch, W. Van, Sung, J. ve Yun, Y. (2013). Disentangling Twitter’s adoption and use (dis) continuance: A theoretical and empirical amalgamation of uses and gratifications and diffusion of innovations. AIS Transactions on Human-Computer Interaction, 5(1), 57–83.
• Datareportal. (2022). Instagram statisticcs and trends. Datareportal. 6 Aralık 2022 tarihinde https://datareportal.com/essential-instagram-stats?utm_source=DataReportal&utm_medium=Country_Article_ Hyperlink&utm_campaign=Digital_2022&utm_term=Turkey&utm_content=Facebook_Stats_Link adresinden erişildi.
• De Matos, C. A. ve Rossi, C. A. V. (2008). Word-of-mouth communications in marketing: A meta-analytic review of the antecedents and moderators. Journal of the Academy of Marketing Science, 36, 578–596. doi:10.1007/s11747.008.0121-1
• De Veirman, M., Cauberghe, V. ve Hudders, L. (2017). Marketing through instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798–828. doi:10.1080/02650.487.2017.1348035
• Dixon, S. (2022). Distribution of Instagram users worldwide as of April 2022, by age group. Statista Research Department. 10 Ocak 2023 tarihinde https://www.statista.com/statistics/325587/instagram-global-agegroup/adresinden erişildi.
• Djafarova, E. ve Rushworth, C. (2017). Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1–7. doi:10.1016/j.chb.2016.11.009
• Doğan, D. (2019). SmartPLS ile veri analizi (2. bs.). Ankara: Zet Yayınları.
• Eginli, A. T. ve Tas, N. O. (2018). Interpersonal communication in social networking sites: An investigation in the framework of uses and gratification theory. Online Journal of Communication and Media Technologies, 8(2), 81–104.
• Erten, P. (2019). Z kuşağının dijital teknolojiye yönelik tutumları. Gümüşhane Üniversitesi Sosyal Bilimler Enstitüsü Elektronik Dergisi, 10(1), 190–202.
• Finn, A., Wang, L. ve Frank, T. (2009). Attribute perceptions, customer satisfaction and intention to recommend e-services. Journal of Interactive Marketing, 23, 209–220. doi:10.1016/j.intmar.2009.04.006
• Folkvord, F., Roes, E. ve Bevelander, K. (2020). Promoting healthy foods in the new digital era on Instagram: An experimental study on the effect of a popular real versus fictitious fit influencer on brand attitude and purchase intentions. BMC Public Health, 20(1), 1–8. doi:10.1186/s12889.020.09779-y
• Gülnar, B., Balci, S. ve Çakir, V. (2010). Motivations of facebook, you tube and similar web sites users. Bilig Journal of Social Sciences of the Turkish World, 54, 161–184.
• Gümüş, N. (2020). Z kuşağı tüketicilerin satın alma karar tarzlarının incelenmesi. Journal of Yasar University, 15(58), 381–396.
• Gupta, R. ve Nair, K. S. (2021). Celebrity endorsement on Instagram: Impact on purchase intention. Academy of Strategic Management Journal, 20(6), 1–11.
• Gürbüz, S. ve Şahin, F. (2018). Sosyal Bilimlerde Araştırma Yöntemleri: Felsefe-Yöntem-Analiz (5. bs.). Ankara: Seçkin Yayıncılık.
• Habibie, F. H., Mustika, A., Ratnaningtyas, H. ve Noveti, V. (2021). Promotion of Instagram and purchase intention: A case of beverage business at covid-19 pandemic. Tourism Research Journal, 5(1), 78–96. doi:10.30647/trj.v5i1.115
• Hair, Joe F., Howard, M. C. ve Nitzl, C. (2020). Assessing measurement model quality in PLS-SEM using confirmatory composite analysis. Journal of Business Research, 109, 101–110. doi:10.1016/j. jbusres.2019.11.069
• Hair, Joe F., Ringle, C. M. ve Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139–152. doi:10.2753/MTP1069.667.9190202
• Hair, Joseph F., Hult, G. T. M., Ringle, C. M. ve Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (2. bs.). Los Angeles – United States of America: SAGE Publications, Inc.
• Hair, Joseph F., Risher, J. J., Sarstedt, M. ve Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. doi:10.1108/EBR-11-2018-0203
• Henseler, J., Ringle, C. M. ve Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variancebased structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. doi:10.1007/s11747.014.0403-8
• Hosany, S. ve Prayag, G. (2013). Patterns of tourists’ emotional responses, satisfaction, and intention to recommend. Journal of Business Research, 66, 730–737. doi:10.1016/j.jbusres.2011.09.011
• Hosany, S. ve Witham, M. (2010). Dimensions of Cruisers’ Experiences, Satisfaction, and Intention to Recommend. Journal of Travel Research, 49(3), 351–364. doi:10.1177/004.728.7509346859
• Hou, A. C. Y. ve Shiau, W. L. (2020). Understanding Facebook to Instagram migration: A push-pull migration model perspective. Information Technology and People, 33(1), 272–295. doi:10.1108/ITP-06-2017-0198
• Hu, Y., Manikonda, L. ve Kambhampati, S. (2014). What we Instagram: A first analysis of Instagram photo content and user types. Proceedings of the 8th International Conference on Weblogs and Social Media, ICWSM 2014 içinde (ss. 595–598). Ann Arbor.
• Hung, K. (2014). Why celebrity sells: A dual entertainment path model of brand endorsement. Journal of Advertising, 43(2), 155–166. doi:10.1080/00913.367.2013.838720
• Hutter, K., Hautz, J., Dennhardt, S. ve Füller, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention: The case of MINI on Facebook. Journal of Product and Brand Management, 22(5), 342–351. doi:10.1108/JPBM-05-2013-0299
• Iyer, P., Davari, A. ve Mukherjee, A. (2018). Investigating the effectiveness of retailers’ mobile applications in determining customer satisfaction and repatronage intentions? A congruency perspective. Journal of Retailing and Consumer Services, 44, 235–243. doi:10.1016/j.jretconser.2018.07.017
• Kapoor, K. K., Tamilmani, K., Rana, N. P., Patil, P., Dwivedi, Y. K. ve Nerur, S. (2018). Advances in social media research: Past, present and future. Information Systems Frontiers, 20(3), 531–558. doi:10.1007/ s10796.017.9810-y
• Kara, T. (2016). Gençler neden Snapchat kullanıyor kullanımlar ve doyumlar yaklaşımı üzerinden bir araştırma. Intermedia International e-journal, 3(5), 262–277. doi:10.21645/intermedia.2017.14
• Katz, E., Blumler, J. G. ve Gurevitch, M. (1974). Uses and gratifications research. The Public Opinion Quarterly, 37(4), 509–523.
• Kemp, S. (2022). Digital 2022: Turkey. Datareportal. 6 Aralık 2022 tarihinde https://datareportal.com/reports/ digital-2022-turkey?rq=turkey adresinden erişildi.
• Khan, M. L. (2017). Social media engagement: What motivates user participation and consumption on YouTube? Computers in Human Behavior, 66, 236–247. doi:10.1016/j.chb.2016.09.024
• Kim, S. ve Stoel, L. (2004). Apparel retailers: Website quality dimensions and satisfaction. Journal of Retailing and Consumer Services, 11, 109–117. doi:10.1016/S0969-6989(03)00010-9
• Kitchen, P. J. ve Proctor, T. (2015). Marketing communications in a post-modern world. Journal of Business Strategy, 36(5), 34–42. doi:10.1108/JBS-06-2014-0070
• Kline, R. B. (2005). Principles and practice of structural equation modeling (2. bs.). New York: Guilford Press.
• Leaver, T., Highfield, T. ve Abidin, C. (2020). Instagram: Visual Social Media Cultures. John Wiley & Sons, Ltd.
• Lee, C. S. ve Ma, L. (2012). News sharing in social media: The effect of gratifications and prior experience. Computers in Human Behavior, 28, 331–339. doi:10.1016/j.chb.2011.10.002
• Lee, K. H. ve Hyun, S. S. (2015). A model of behavioral intentions to follow online travel advice based on social and emotional loneliness scales in the context of online travel communities: The moderating role of emotional expressivity. Tourism Management, 48, 426–438. doi:10.1016/j.tourman.2014.12.012
• Lenartowicz, M. ve Strzelecki, A. (2021). Moderate effect of satisfaction on intention to follow business profiles on Instagram. International Journal of Marketing, Communication and New Media, 9(16), 4–24.
• Machova, R., Santa, K. ve Basa, P. (2021). International overview of business profiles from the perspective of Instagram users. Marketing and Management of Innovations, 5(3), 11–22. doi:10.21272/mmi.2021.3-01
• Mahmoud, A. B., Ball, J., Rubin, D., Fuxman, L., Mohr, I., Hack-Polay, D., … Wakibi, A. (2022). Pandemic pains to Instagram gains! COVID-19 perceptions effects on behaviours towards fashion brands on Instagram in Sub-Saharan Africa: Tech-native vs non-native generations. Journal of Marketing Communications, 28(8), 864–888. doi:10.1080/13527.266.2021.1971282
• Malik, H. M. ve Qureshi, M. M. (2016). The impact of celebrity endorsement on consumer buying behavior. Journal of Marketing and Consumer Research, 26, 112–127. doi:10.2139/ssrn.2666148
• Marko, S., Ringle, C. M. ve Hair, J. F. (2017). Partial least squares structural equation modeling. C. Homburg, M. Klarmann ve A. E. Vomberg (Ed.), Handbook of market research içinde (ss. 1–40). Cham: Springer International Publishing. doi:10.1007/978-3-319-05542-8_15-2
• Mazzarolo, A. H., Mainardes, E. W. ve Innocencio, F. A. (2021). Antecedents and consequents of user satisfaction on Instagram. Marketing Intelligence and Planning, 39(5), 687–701. doi:10.1108/MIP-08-2020-0370
• Nouri, A., Haemmerli, J., Lavé, A., Vayssiere, P., Constanthin, P., Al-Awadhi, A., … Schaller, K. (2022). Current state of social media utilization in neurosurgery amongst European Association of Neurosurgical Societies (EANS) member countries. Acta Neurochirurgica, 164(1), 15–23. doi:10.1007/s00701.021.04939-4
• Papacharissi, Z. ve Mendelson, A. (2010). Toward a new(er) sociability: Uses, gratifications, and social capital on Facebook. S. Papathanassopoulos (Ed.), Media Perspectives for the 21st Century içinde (1. bs., ss. 1–30). London: Routledge.
• Park, N., Kee, K. F. ve Valenzuela, S. (2009). Being immersed in social networking environment: Facebook groups, uses and gratifications, and social outcomes. Cyberpsychology and Behavior, 12(6), 729–733. doi:10.1089/cpb.2009.0003
• Phua, J. ve Ahn, S. J. (2016). Explicating the ‘like’ on Facebook brand pages: The effect of intensity of Facebook use, number of overall ‘likes’, and number of friends’ ‘likes’ on consumers’ brand outcomes. Journal of Marketing Communications, 22(5), 544–559. doi:10.1080/13527.266.2014.941000
• Phua, J., Jin, S. V. ve Kim, J. (Jay). (2017). Gratifications of using Facebook, Twitter, Instagram, or Snapchat to follow brands: The moderating effect of social comparison, trust, tie strength, and network homophily on brand identification, brand engagement, brand commitment, and membership intentio. Telematics and Informatics, 34, 412–424. doi:10.1016/j.tele.2016.06.004
• Popp, B. ve Wilson, B. (2018). Investigating the role of identification for social networking Facebook brand pages. Computers in Human Behavior, 84, 141–152. doi:10.1016/j.chb.2018.01.033
• Pradhan, D., Duraipandian, I. ve Sethi, D. (2016). Celebrity endorsement: How celebrity–brand–user personality congruence affects brand attitude and purchase intention. Journal of Marketing Communications, 22(5), 456–473. doi:10.1080/13527.266.2014.914561
• Prayag, G., Hosany, S., Muskat, B. ve Del Chiappa, G. (2017). Understanding the relationships between tourists’ emotional experiences, perceived overall image, satisfaction, and intention to recommend. Journal of Travel Research, 56(1), 41–54. doi:10.1177/004.728.7515620567
• Qin, Y. S. (2020). Fostering brand–consumer interactions in social media: the role of social media uses and gratifications. Journal of Research in Interactive Marketing, 14(3), 337–354. doi:10.1108/JRIM-08-2019- 0138
• Quan-Haase, A. ve Young, A. L. (2010). Uses and gratifications of social media: A comparison of Facebook and instant messaging. Bulletin of Science, Technology & Society, 30(5), 350–361. doi:10.1177/027.046.7610380009
• Raacke, J. ve Bonds-Raacke, J. (2008). MySpace and Facebook: Applying the uses and gratifications theory to exploring friend-networking sites. Cyberpsychology and Behavior, 11(2), 169–174. doi:10.1089/ cpb.2007.0056
• Rahman, I. A., Memon, A. H. ve Karim, A. T. A. (2013). Examining factors affecting budget overrun of construction projects undertaken through management procurement method using PLS-sem approach. Procedia – Social and Behavioral Sciences, 107, 120–128. doi:10.1016/J.SBSPRO.2013.12.407
• Rebelo, M. (2017). How influencers’credibility on Instagram is perceived by consumers and its impact on purchase intention. The Universidade Católica Portuguesa.
• Rejeb, A., Rejeb, K., Abdollahi, A. ve Treiblmaier, H. (2022). The big picture on Instagram research: Insights from a bibliometric analysis. Telematics and Informatics, 73, 1–28. doi:10.1016/j.tele.2022.101876
• Salleh, S., Hashim, N. H. ve Murphy, J. (2015). Instagram marketing: A content analysis of top Malaysian restaurant brands. E-Review of Tourism Research, E-Review o(6), 1–5.
• Santos Corrada, M., Flecha, J. A. ve Lopez, E. (2020). The gratifications in the experience of the use of social media and its impact on the purchase and repurchase of products and services. European Business Review, 32(2), 297–315. doi:10.1108/EBR-12-2017-0236
• Seol, S., Lee, H., Yu, J. ve Zo, H. (2016). Continuance usage of corporate SNS pages: A communicative ecology perspective. Information and Management, 53, 740–751. doi:10.1016/j.im.2016.02.010
• Sharabati, A. A. A., Al-Haddad, S., Al-Khasawneh, M., Nababteh, N., Mohammad, M. ve Abu Ghoush, Q. (2022). The impact of TikTok user satisfaction on continuous intention to use the ppplication. Journal of Open Innovation: Technology, Market, and Complexity, 8(125), 1–20. doi:10.3390/joitmc8030125
• Sheldon, P. (2008). Student favorite: Facebook and motives for its use. Southwestern Mass Communication Journal, 23(2), 39–53.
• Sheldon, Pavica ve Bryant, K. (2016). Instagram: Motives for its use and relationship to narcissism and contextual age. Computers in Human Behavior, 58, 89–97. doi:10.1016/j.chb.2015.12.059
• Special, W. P. ve Li-Barber, K. T. (2012). Self-disclosure and student satisfaction with Facebook. Computers in Human Behavior, 28, 624–630. doi:10.1016/j.chb.2011.11.008
• Staniewski, M. ve Awruk, K. (2022). The influence of Instagram on mental well-being and purchasing decisions in a pandemic. Technological Forecasting and Social Change, 174, 1–11. doi:10.1016/j.techfore.2021.121287
• Statista. (2022). Brand value of Instagram worldwide from 2020 to 2022. Statista Research Department. 11 Ocak 2023 tarihinde https://www.statista.com/statistics/1324427/instagram-brand-value/#:~:text=In 2022%2C brand value of,most valuable media brand worldwide. adresinden erişildi.
• Statista. (2023). Distribution of Instagram users in Turkey as of June 2023, by age group. 8 Kasım 2023 tarihinde https://www.statista.com/statistics/1024684/instagram-users-turkey/ adresinden erişildi.
• Teo, L. X., Leng, H. K. ve Phua, Y. X. P. (2019). Marketing on Instagram: Social influence and image quality on perception of quality and purchase intention. International Journal of Sports Marketing and Sponsorship, 20(2), 321–332. doi:10.1108/IJSMS-04-2018-0028
• Tufan Yeniçıktı, N. ve Yüksek, Ö. (2017). Snapchat kullanım motivasyonları: Snapchat kullanıcıları üzerine kullanımlar ve doyumlar araştırması. B. Ayhan, M. Ay, S. Avşaroğlu ve Ş. Akpınar (Ed.), Sosyal ve Beşeri Bilimler Araştırmaları içinde (ss. 253–261).
• Üçer, N. (2016). Kullanımlar ve doyumlar yaklaşımı bağlamında gençlerin sosyal medya kullanımına yönelik niteliksel bir araştırma. Global Media Journal TR Edition, 6(12), 1–26.
• Uğurhan, Y. Z. C. ve Yaşar, İ. H. (2022). Kullanıcıların YouTube yayıncılarını takip etme motivasyonlarının ücretli abone olma niyeti üzerindeki etkisi: Parasosyal ilişkinin aracı rolü. Yeni Yüzyıl’da İletişim Çalışmaları Dergisi, (5), 63–80.
• Ünver, O. (2019). Futbol yıldızlarının Instagram üzerinden kendini sunma davranışlarının cinsiyete göre farklılıklarının incelenmesi. Anadolu Üniversitesi.
• Ürkmez, S. ve Eskicumalı, A. (2021). Kullanımlar ve doyumlar teorisi çerçevesinde Covid-19 pandemi sürecinde bireylerin sosyal medya kullanım motivasyonları: Instagram örneği. Sosyal, Beşeri ve İdari Bilimler Dergisi, 4(2), 111–129. doi:10.26677/tr1010.2021.644
• Vidyanata, D. ve Hadiwidjojo, D. (2018). The role of brand attitude and brand credibility as a mediator of the celebrity endorsement strategy to generate purchase intention. Journal of Applied Management, 16(3), 402–411. doi:10.21776/ub.jam.2018.016.03.04
• Wimalarathna, P. A. ve Ranwala, R. S. (2021). Instagram advertisements and Sri Lankan millennials’ purchasing intention. Journal of Business and Technology, 5, 15–29. doi:10.4038/jbt.v5i0.50
• Yang, C. (2021). Research in the Instagram context: Approaches and methods. The Journal of Social Sciences Research, 7(1), 15–21. doi:10.32861/jssr.71.15.21
• Yayla, H. M. (2018). Kullanımlar ve doyumlar bağlaminda Dokuz Eylül Üniversitesi Güzel Sanatlar Fakültesi öğrencilerinin sosyal medya kullanımı: Instagram örneği. Selçuk İletişim, 11(1), 40–65.
• Yıldırım, Ş., Özdemir, M. ve Alparslan, E. (2018). Kullanımlar ve doyumlar kuramı çerçevesinde bir sosyal paylaşım ağı incelemesi: Facebook örneği. Intermedia International e-Journal, 5(8), 42–65.
• Yıldız, B. (2022). Türkiye Sosyal Medya İstatistikleri 2022. Dijidijital.com. 6 Aralık 2022 tarihinde https://www. dijidijital.com/turkiye-sosyal-medya-istatistikleri-2022/#Turkiyedeki_2022_Instagram_Kullanici_ Istatistikleri adresinden erişildi.