With the spread of smartphones, there has been a rapid increase in the use of social media. This increase in the use of social media has given a different dimension to interpersonal interaction in individuals. Without awareness, individual has been led to many behaviors by herd behavior psychology. In this study, the effect of perceived herd behavior, behavioral loyalty toward brand and attitude toward empathy expression on purchase intention in the new trend Instagram social media channel has been investigated. As a result of the analyzes, it has been found that the attitude toward empathy expression and perceived herd behavior have a positive effect on purchase intention. There was no significant relationship between behavioral loyalty toward brand and purchase intention.
Keywords: Social Media, Instagram, Purchase Intention, Brand Loyalty, Perceived Herd Behavior