The study of the impact of the cultural atmosphere of the Instagram on the fashion of the youth (case study: Sari city)

The purpose of this study is to investigate the effect of the cultural atmosphere of the Instagram social network on fashion. This research in terms of component purpose Applied research and in terms of nature and method of implementation, was selected as a descriptive survey research.

The statistical population of the study consisted of the youth of Sari city based on the statistics registered in the Statistics Center of Sari city, based on the Cochran's sampling formula, 383 samples were selected non-randomly. The data collection method was library and field and one of the data collection tools in this study was a standard questionnaire. In order to analyze the data, two descriptive and inferential statistical methods were used. In inferential statistics, Kolmogorov-Smirnov tests were used to assess the normality of the data. Because the data distribution of all variables studied was normal, a t-test was used in SPSS software.

The findings showed that the cultural atmosphere of Instagram social network and its three dimensions (behavioral dimension, attitudinal dimension, cognitive dimension) had an effect on the fashion of Sari youth.