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    Trust of Instagram marketing activities: a comparative analysis before and after the COVID-19 pandemic
    (Pamukkale Üniversitesi, 2024) Göktaş, Bora; Aslan, Bilal
    With the onset and end of COVID-19, there have been serious changes in the shopping environment of consumers. This is the digital age and many new business environments have emerged in this age and these environments are called "business models". Instagram is one of the social media where owners of these business models conduct business transactions. Therefore, marketing activities on Instagram have started to increase, and users have started to see constant advertisements and promotions. In parallel, Instagram has accelerated its marketing efforts through methods such as professional accounts, sponsored advertising, and sponsored accounts. This study tried to understand how the level of trust of consumers in marketing activities on Instagram was shaped after the pandemic. For this purpose, a survey form was prepared and applied online using the convenience sampling method, and 504 data were analyzed with the SPSS25 package program. In the paper, a total of 30 scale items were asked to the participants, 15 before the pandemic and 15 after the pandemic, in order to understand how consumers' trust changed. It was found that the participants' confidence in marketing activities on Instagram increased after Covid-19. In addition, this result showed that the participants; it was observed that there was a significant difference according to marital status, education, occupation, and income demographic characteristics. However, it was observed that there was no significant difference in terms of "gender" and "age range."