İZLENİM YÖNETİMİ DAVRANIŞI, INSTAGRAM KULLANIM YOĞUNLUĞU VE FOODSTAGRAMMING DAVRANIŞI İLİŞKİSİ: TÜRKİYE ÖRNEĞİ

Abstract

Changes experienced throughout human life, along with the development of technology and social media tools, also affect human behavior. In this change and development process, people adapted to social media tools and started to use them for various purposes. Increasing interest in gastronomy, which is a popular field, and the intensity of Instagram use have progressed in parallel, but there have not been enough academic studies that deal with human behavior. In this context, this study was conducted to evaluate the relationship between impression management behavior, Instagram usage intensity, and foodstagramming behavior, based on the deficiency in the existing literature. In addition, it is aimed that the study will provide up-to-date information to the literature and practitioners and contribute as a guiding resource for the future. In the study, research data were collected from 407 people who volunteered to participate in the research between January 1st and June 1st, 2023, using the survey technique and convenience sampling method. In the analysis of the data, descriptive statistics, explanatory factor analysis, correlation analysis, regression analysis, t-test, and ANOVA were used. In the study, it was determined that the variables were related and effective with each other and some differences were found. As a result of the study, theoretical and practical results for future studies were discussed and suggestions were made.