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A Study on the Effects of Digital Life and Instagram Celebrities on Life Styles of Youth as a Popular Cultural Element

Emel Demir Askeroğlu ()
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Emel Demir Askeroğlu: Namık Kemal University

International Conference on Marketing and Business Development Journal, 2017, vol. 1, issue 1, 214-220

Abstract: Spread of internet usage and developed social media environments started to have an impact on individuals' lives along with rapid progress of digital technologies. Moreover, the use of social media is becoming effective in shaping our daily life and even our culture. These environments are positioned as a popular culture carrier and play a role in shaping individuals' lifestyles. Instagram arises as an important application especially among younger generation with the usage of social media. As consumption and fashion concepts become important due to usage of Instagram. Instagram is surfacing as a change playing a big role in construction of fashion and lifestyle. This study is being conducted upon describing the relation between popular culture and consumption along with consumption orientation efforts of Instagram as one of social media tools resulting from the digital age. In order to set this out, focus interviews have been conducted with Instagram users among university students to show the effect between Instagram products that are being followed in Instagram and the students' consumption. The study is carried out upon focus interviews with two different groups consisted of high vocational school students. These groups consist of 6 individuals. Each group interview lasted for 1 hour and the whole interviews lasted 2 hours in total. The first group is formed of female students and the second group of male students.

Keywords: Culture; Consumption; Social Media. (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2017
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