It can be said that Instagram is one of the most widely used social media applications in recent years. The sharing of holiday photos takes an important place in Instagram, which is a visual sharing based application. In addition, it is known that tourism enterprises use this platform for advertising purposes. In this study, it is aimed to investigate the effect of Instagram addiction on holiday purchasing intention. The population of the research is the students of Eskişehir Osmangazi University Tourism Faculty. In this context, the survey was applied to 283 participants. In the first part of the study, the related literature has been searched and in the second part of the study, the relationships have been tried to be examined through conducting structural equation modeling. As a result of the research, it was determined that Instagram dependency variable which consists of communication and addiction dimensions had a statistically significant positive effect on holiday purchase intent.
Instagram Addiction Holiday Purchasing Intention Structural Equation Modelling Eskisehir
Instagram Addiction Holiday Purchasing Intention Structural Equation Modelling Eskişehir
Birincil Dil | Türkçe |
---|---|
Konular | Turizm (Diğer) |
Bölüm | Makaleler |
Yazarlar | |
Yayımlanma Tarihi | 30 Nisan 2020 |
Yayımlandığı Sayı | Yıl 2020 Cilt: 3 Sayı: 1 |