How Instagram effectively can promote the brand to millennial customers
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This dissertation investigates how Instagram effectively can promote the brand to millennial customers. It reviews the features of Instagram, its role in promoting brands, and the influence of instant gratification. The study uses a positivism philosophy, deductive approach, descriptive design, and survey research strategy.
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Running head: DISSERTATION
How Instagram effectively can promote the brand to millennial customers
Name of the Student:
Name of the University:
Author’s Note
How Instagram effectively can promote the brand to millennial customers
Name of the Student:
Name of the University:
Author’s Note
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1DISSERTATION
Acknowledgement
Thank you to all of those who have helped listened and encouraged me throughout this study. I
am indebted to my supervisor ……………………. whose guidance, advice and patience have
been immeasurable. My sincere thanks to all members of the…………… [Mention your
university/college name], both staff and students, whose continuous support have made this
thesis possible.
I would like to thank all of the participants in the study: students, teachers and Local Education
Authorities, for the time and help given throughout. Without their participation, this research
would not have been possible. In this context, I am also thankful to them, whose research work
helped me to execute this paper well.
Finally, I thank my family, without whom this thesis would not have been started or completed!
Your encouragement and support have never faltered; thank you.
Acknowledgement
Thank you to all of those who have helped listened and encouraged me throughout this study. I
am indebted to my supervisor ……………………. whose guidance, advice and patience have
been immeasurable. My sincere thanks to all members of the…………… [Mention your
university/college name], both staff and students, whose continuous support have made this
thesis possible.
I would like to thank all of the participants in the study: students, teachers and Local Education
Authorities, for the time and help given throughout. Without their participation, this research
would not have been possible. In this context, I am also thankful to them, whose research work
helped me to execute this paper well.
Finally, I thank my family, without whom this thesis would not have been started or completed!
Your encouragement and support have never faltered; thank you.
2DISSERTATION
Abstract
The aim of the research is to investigate how Instagram effectively can promote the brand to
millennial customers. Instagram is one of the most preferred social media platforms that have
gained huge popularity around the world since its launch. Instagram is owned by Facebook and
have more than 800 million active users across the globe. Instagram is a mobile application that
allows users to share videos, photos and stories and pass information and whereabouts across
millions. One of the issues that brands face is that they fail to emphasize on the quality of the
products rather the brands are more engaged and focused on attracting customers by making the
products visually attractive and intriguing. Undertaking the study will help in analyzing the
various features that Instagram has to offer to the users both millennial customers and brands that
has helped the platform gained such popularity among the mass. Moreover, identifying the issues
will help in developing suitable strategies that can be used for mitigating the potential issues and
using Instagram as an effective medium of promoting brands for millennial customers.
Positivism philosophy, deductive approach, descriptive design and survey research strategy has
been used. Primary data collection process and quantitative data analysis technique has also been
used because information about the effective use of Instagram in attracting millennial customers
towards brands is collected for the first time.
From the data analysis, it can be inferred that Instagram has been successful in gaining attention
due to the various features it has to offer to the customers without any significant hindrances.
Instagram has taken the social media platform by storm and has gained huge popularity recently.
Various features offered by Instagram is highly appreciated and favored by the millennial
Abstract
The aim of the research is to investigate how Instagram effectively can promote the brand to
millennial customers. Instagram is one of the most preferred social media platforms that have
gained huge popularity around the world since its launch. Instagram is owned by Facebook and
have more than 800 million active users across the globe. Instagram is a mobile application that
allows users to share videos, photos and stories and pass information and whereabouts across
millions. One of the issues that brands face is that they fail to emphasize on the quality of the
products rather the brands are more engaged and focused on attracting customers by making the
products visually attractive and intriguing. Undertaking the study will help in analyzing the
various features that Instagram has to offer to the users both millennial customers and brands that
has helped the platform gained such popularity among the mass. Moreover, identifying the issues
will help in developing suitable strategies that can be used for mitigating the potential issues and
using Instagram as an effective medium of promoting brands for millennial customers.
Positivism philosophy, deductive approach, descriptive design and survey research strategy has
been used. Primary data collection process and quantitative data analysis technique has also been
used because information about the effective use of Instagram in attracting millennial customers
towards brands is collected for the first time.
From the data analysis, it can be inferred that Instagram has been successful in gaining attention
due to the various features it has to offer to the customers without any significant hindrances.
Instagram has taken the social media platform by storm and has gained huge popularity recently.
Various features offered by Instagram is highly appreciated and favored by the millennial
3DISSERTATION
customers that are used as a significant weapon by the brands in attracting the millennial
customers significantly.
customers that are used as a significant weapon by the brands in attracting the millennial
customers significantly.
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4DISSERTATION
Table of Contents
Chapter 1: Introduction....................................................................................................................9
1.0 Overview...........................................................................................................................9
1.1 Problem statement.................................................................................................................9
1.2 Research aim..........................................................................................................................9
1.3 Research objectives...............................................................................................................9
1.4 Research rationale................................................................................................................10
1.5 Structure of the dissertation.................................................................................................10
1.6 Summary..............................................................................................................................11
Chapter 2: Literature review..........................................................................................................12
2.0 Overview..............................................................................................................................12
2.1 Instagram.............................................................................................................................12
2.2 Instagram features................................................................................................................13
2.3 Role of Instagram in promoting brands...............................................................................14
2.4 Effectiveness of Instagram in promoting brands.................................................................16
2.5 Issues affecting the effectiveness of Instagram...................................................................17
2.6 Instagram and millennial customers....................................................................................18
2.7 Research gap........................................................................................................................19
2.8 Summary..............................................................................................................................19
Table of Contents
Chapter 1: Introduction....................................................................................................................9
1.0 Overview...........................................................................................................................9
1.1 Problem statement.................................................................................................................9
1.2 Research aim..........................................................................................................................9
1.3 Research objectives...............................................................................................................9
1.4 Research rationale................................................................................................................10
1.5 Structure of the dissertation.................................................................................................10
1.6 Summary..............................................................................................................................11
Chapter 2: Literature review..........................................................................................................12
2.0 Overview..............................................................................................................................12
2.1 Instagram.............................................................................................................................12
2.2 Instagram features................................................................................................................13
2.3 Role of Instagram in promoting brands...............................................................................14
2.4 Effectiveness of Instagram in promoting brands.................................................................16
2.5 Issues affecting the effectiveness of Instagram...................................................................17
2.6 Instagram and millennial customers....................................................................................18
2.7 Research gap........................................................................................................................19
2.8 Summary..............................................................................................................................19
5DISSERTATION
Chapter 3: Research methodology.................................................................................................20
3.0 Overview..............................................................................................................................20
3.1 Research outline...................................................................................................................20
3.2 Research Onion....................................................................................................................21
3.3 Research philosophy............................................................................................................21
3.3.1 Positivism philosophy justification...............................................................................22
3.4 Research approach...............................................................................................................22
3.4.1 Deductive approach justification..................................................................................23
3.5 Research design...................................................................................................................23
3.5.1 Descriptive design justification....................................................................................24
3.6 Research strategy.................................................................................................................24
3.6.1 Survey strategy justification.........................................................................................24
3.7 Sampling technique and sample size...................................................................................25
3.7.1 Simple random probability sampling technique justification.......................................25
3.8 Data collection process........................................................................................................26
3.8.1 Primary data collection justification.............................................................................26
3.9 Data analysis technique.......................................................................................................27
3.9.1 Quantitative data analysis technique justification........................................................27
3.10 Accessibility issues............................................................................................................27
3.11 Ethical considerations........................................................................................................28
Chapter 3: Research methodology.................................................................................................20
3.0 Overview..............................................................................................................................20
3.1 Research outline...................................................................................................................20
3.2 Research Onion....................................................................................................................21
3.3 Research philosophy............................................................................................................21
3.3.1 Positivism philosophy justification...............................................................................22
3.4 Research approach...............................................................................................................22
3.4.1 Deductive approach justification..................................................................................23
3.5 Research design...................................................................................................................23
3.5.1 Descriptive design justification....................................................................................24
3.6 Research strategy.................................................................................................................24
3.6.1 Survey strategy justification.........................................................................................24
3.7 Sampling technique and sample size...................................................................................25
3.7.1 Simple random probability sampling technique justification.......................................25
3.8 Data collection process........................................................................................................26
3.8.1 Primary data collection justification.............................................................................26
3.9 Data analysis technique.......................................................................................................27
3.9.1 Quantitative data analysis technique justification........................................................27
3.10 Accessibility issues............................................................................................................27
3.11 Ethical considerations........................................................................................................28
6DISSERTATION
3.12 Summary............................................................................................................................28
Chapter 4: Data analysis............................................................................................................30
4.0 Overview..............................................................................................................................30
4.1 Analysis...............................................................................................................................30
4.1.1 Demographic questions................................................................................................30
4.2 Objective questions..............................................................................................................34
4.2.1 Objective 1....................................................................................................................34
4.2.2 Objective 2....................................................................................................................37
4.2.3 Objective 3....................................................................................................................40
4.3 Summary..............................................................................................................................42
Chapter 5: Findings and interpretations.........................................................................................43
5.0 Overview..............................................................................................................................43
5.1 Discussion............................................................................................................................43
5.2 Summary..............................................................................................................................46
Chapter 6: Conclusion and recommendations...............................................................................48
6.0 Conclusion...........................................................................................................................48
6.1 Linking with objectives.......................................................................................................48
6.2 Recommendations................................................................................................................49
6.3 Future scope of the study.....................................................................................................50
References......................................................................................................................................52
3.12 Summary............................................................................................................................28
Chapter 4: Data analysis............................................................................................................30
4.0 Overview..............................................................................................................................30
4.1 Analysis...............................................................................................................................30
4.1.1 Demographic questions................................................................................................30
4.2 Objective questions..............................................................................................................34
4.2.1 Objective 1....................................................................................................................34
4.2.2 Objective 2....................................................................................................................37
4.2.3 Objective 3....................................................................................................................40
4.3 Summary..............................................................................................................................42
Chapter 5: Findings and interpretations.........................................................................................43
5.0 Overview..............................................................................................................................43
5.1 Discussion............................................................................................................................43
5.2 Summary..............................................................................................................................46
Chapter 6: Conclusion and recommendations...............................................................................48
6.0 Conclusion...........................................................................................................................48
6.1 Linking with objectives.......................................................................................................48
6.2 Recommendations................................................................................................................49
6.3 Future scope of the study.....................................................................................................50
References......................................................................................................................................52
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7DISSERTATION
Appendix 1.....................................................................................................................................57
Survey questions........................................................................................................................57
Appendix 1.....................................................................................................................................57
Survey questions........................................................................................................................57
8DISSERTATION
List of Figures
Figure 1: Instagram users...............................................................................................................13
Figure 2: Research onion...............................................................................................................21
Figure 3: Gender............................................................................................................................30
Figure 4: Age.................................................................................................................................31
Figure 5: Occupation.....................................................................................................................32
Figure 6: Monthly income.............................................................................................................32
Figure 7: Ardent user of Instagram................................................................................................33
Figure 8: Purpose of using Instagram............................................................................................33
Figure 9: Storytelling feature of Instagram...................................................................................34
Figure 10: Good storytelling feature makes brand attractive........................................................35
Figure 11: Storytelling feature and generating leads.....................................................................36
Figure 12: Instagram and greater engagement...............................................................................37
Figure 13: Instagram and creating customer desire.......................................................................38
Figure 14: Instagram and building user-generated content...........................................................39
Figure 15: Instagram and instant satisfaction................................................................................40
Figure 16: Instagram and instant reply to millennial customers....................................................41
Figure 17: Instagram and its role in promoting brand...................................................................42
List of Figures
Figure 1: Instagram users...............................................................................................................13
Figure 2: Research onion...............................................................................................................21
Figure 3: Gender............................................................................................................................30
Figure 4: Age.................................................................................................................................31
Figure 5: Occupation.....................................................................................................................32
Figure 6: Monthly income.............................................................................................................32
Figure 7: Ardent user of Instagram................................................................................................33
Figure 8: Purpose of using Instagram............................................................................................33
Figure 9: Storytelling feature of Instagram...................................................................................34
Figure 10: Good storytelling feature makes brand attractive........................................................35
Figure 11: Storytelling feature and generating leads.....................................................................36
Figure 12: Instagram and greater engagement...............................................................................37
Figure 13: Instagram and creating customer desire.......................................................................38
Figure 14: Instagram and building user-generated content...........................................................39
Figure 15: Instagram and instant satisfaction................................................................................40
Figure 16: Instagram and instant reply to millennial customers....................................................41
Figure 17: Instagram and its role in promoting brand...................................................................42
9DISSERTATION
Chapter 1: Introduction
1.0 Overview
Instagram is one of the most preferred social media platforms that have gained huge
popularity around the world since its launch. Instagram is owned by Facebook and have more
than 800 million active users across the globe. Instagram is a mobile application that allows users
to share videos, photos and stories and pass information and whereabouts across millions. The
presence of huge number of active millennial customers in Instagram is an advantage for the
brands to promote themselves in fronts them thereby, attracting and retaining them (Hu,
Manikonda and Kambhampati 2014).
1.1 Problem statement
In spite of being an effective platform for promoting brands among millennial customers,
some issues have been identified by brands that question the effectiveness of Instagram. One of
the issues that brands face is that they fail to emphasize on the quality of the products rather the
brands are more engaged and focused on attracting customers by making the products visually
attractive and intriguing. Therefore, upon receiving the product, the millennial customers are left
disappointed that questions the effectiveness of Instagram as an effective tool for promoting
brands (Sheldon and Bryant 2016).
1.2 Research aim
The aim of the research is to investigate how Instagram effectively can promote the brand
to millennial customers.
Chapter 1: Introduction
1.0 Overview
Instagram is one of the most preferred social media platforms that have gained huge
popularity around the world since its launch. Instagram is owned by Facebook and have more
than 800 million active users across the globe. Instagram is a mobile application that allows users
to share videos, photos and stories and pass information and whereabouts across millions. The
presence of huge number of active millennial customers in Instagram is an advantage for the
brands to promote themselves in fronts them thereby, attracting and retaining them (Hu,
Manikonda and Kambhampati 2014).
1.1 Problem statement
In spite of being an effective platform for promoting brands among millennial customers,
some issues have been identified by brands that question the effectiveness of Instagram. One of
the issues that brands face is that they fail to emphasize on the quality of the products rather the
brands are more engaged and focused on attracting customers by making the products visually
attractive and intriguing. Therefore, upon receiving the product, the millennial customers are left
disappointed that questions the effectiveness of Instagram as an effective tool for promoting
brands (Sheldon and Bryant 2016).
1.2 Research aim
The aim of the research is to investigate how Instagram effectively can promote the brand
to millennial customers.
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10DISSERTATION
1.3 Research objectives
The objectives of the research are:
To investigate the effectiveness of Instagram storytelling feature for attracting millennial
To determine the use of Instagram for creating customer desire that result in brand
reputation
To understand how Instagram influence in instant gratification
1.4 Research rationale
The research is rationalized because this will help in reviewing the origin and emergence
of Instagram as one of the most preferred social media platform among the populations.
Undertaking the study will help in analyzing the various features that Instagram has to offer to
the users both millennial customers and brands that has helped the platform gained such
popularity among the mass. Additionally, this research will help in understanding the role of the
features in creating customer desire about the products and services and the role it has to play in
effective brand promotion for millennial customers. Moreover, identifying the issues will help in
developing suitable strategies that can be used for mitigating the potential issues and using
Instagram as an effective medium of promoting brands for millennial customers (Gibbs et al.
2015).
1.5 Structure of the dissertation
The overall structure of the dissertation is divided into five different chapters. The first
chapter is the introductory chapter that provides an overview of the selected topic followed by
identifying the research topic based on which research aim and objectives have been developed
that is investigated throughout the work. This chapter is followed by the literature review chapter
1.3 Research objectives
The objectives of the research are:
To investigate the effectiveness of Instagram storytelling feature for attracting millennial
To determine the use of Instagram for creating customer desire that result in brand
reputation
To understand how Instagram influence in instant gratification
1.4 Research rationale
The research is rationalized because this will help in reviewing the origin and emergence
of Instagram as one of the most preferred social media platform among the populations.
Undertaking the study will help in analyzing the various features that Instagram has to offer to
the users both millennial customers and brands that has helped the platform gained such
popularity among the mass. Additionally, this research will help in understanding the role of the
features in creating customer desire about the products and services and the role it has to play in
effective brand promotion for millennial customers. Moreover, identifying the issues will help in
developing suitable strategies that can be used for mitigating the potential issues and using
Instagram as an effective medium of promoting brands for millennial customers (Gibbs et al.
2015).
1.5 Structure of the dissertation
The overall structure of the dissertation is divided into five different chapters. The first
chapter is the introductory chapter that provides an overview of the selected topic followed by
identifying the research topic based on which research aim and objectives have been developed
that is investigated throughout the work. This chapter is followed by the literature review chapter
11DISSERTATION
that reviews existing information across various secondary resources along with comparing the
views and opinions of different authors thereby, developing an in-depth and quality literature
review.
The third chapter is the research methodology chapter that mentions the existing kinds of
research methods those are used for analyzing the undertaken research. This chapter also
highlights the justifications of the selected research methods those are used for conducting the
research. The fourth chapter is the data analysis chapter in which the collected data is analyzed
with the aim of achieving research aim and objectives and obtaining desired results. The last
chapter is conclusion and recommendations where suitable conclusion is drawn from the above
chapters followed by mentioning the identified issue and providing suitable recommendations
based on it.
1.6 Summary
Therefore, in this chapter, it can be summarized that suitable and adequate information
has been provided in this chapter that helped in understanding that Instagram is highly preferred
by brands and millennial customers. This increased craze about Instagram among the millennial
customers has provided an opportunity for the brands to use the social media platform for
promoting themselves effectively. In spite of the issues that arise while using Instagram, it is still
highly preferred among millennial customers and brands are able to attract and engage the
millennial customers that are essential for their business and survival in the competitive market.
that reviews existing information across various secondary resources along with comparing the
views and opinions of different authors thereby, developing an in-depth and quality literature
review.
The third chapter is the research methodology chapter that mentions the existing kinds of
research methods those are used for analyzing the undertaken research. This chapter also
highlights the justifications of the selected research methods those are used for conducting the
research. The fourth chapter is the data analysis chapter in which the collected data is analyzed
with the aim of achieving research aim and objectives and obtaining desired results. The last
chapter is conclusion and recommendations where suitable conclusion is drawn from the above
chapters followed by mentioning the identified issue and providing suitable recommendations
based on it.
1.6 Summary
Therefore, in this chapter, it can be summarized that suitable and adequate information
has been provided in this chapter that helped in understanding that Instagram is highly preferred
by brands and millennial customers. This increased craze about Instagram among the millennial
customers has provided an opportunity for the brands to use the social media platform for
promoting themselves effectively. In spite of the issues that arise while using Instagram, it is still
highly preferred among millennial customers and brands are able to attract and engage the
millennial customers that are essential for their business and survival in the competitive market.
12DISSERTATION
Chapter 2: Literature review
2.0 Overview
This chapter is developed with the aim of reviewing past literatures and other secondary
resources with relevant information about Instagram and millennial customers. Reviewing and
considering existing information helps in developing a study with better in-sights and quality
information. The information from different sources is compared and contrasted that facilitated
critical analysis of the topic thereby, determining the effectiveness of Instagram in promoting
brand to millennial customers. Effectiveness of Instagram in promoting brands to millennial
customers are studied and discussed in respect to customer desire, Instagram features and the
influence of instant gratification.
2.1 Instagram
Instagram is a recent social media craze among the population is also known as IG or
Insta is a photo and video sharing application owned by Facebook Inc. In October 2010 Mike
Krieger and Kevin Systrom launched Instagram exclusively for iOS. Later considering the
market competition, a version for Android devices was launched in Aril 2012 and for Windows
10 in April 2016 thereby, making it accessible the entire population. Instagram is used for
uploading videos and photos along with different filtering options and tagging options. Instagram
have enabled high privacy setting for the users, as users can restrict their followers (Lee et al.
2015).
Chapter 2: Literature review
2.0 Overview
This chapter is developed with the aim of reviewing past literatures and other secondary
resources with relevant information about Instagram and millennial customers. Reviewing and
considering existing information helps in developing a study with better in-sights and quality
information. The information from different sources is compared and contrasted that facilitated
critical analysis of the topic thereby, determining the effectiveness of Instagram in promoting
brand to millennial customers. Effectiveness of Instagram in promoting brands to millennial
customers are studied and discussed in respect to customer desire, Instagram features and the
influence of instant gratification.
2.1 Instagram
Instagram is a recent social media craze among the population is also known as IG or
Insta is a photo and video sharing application owned by Facebook Inc. In October 2010 Mike
Krieger and Kevin Systrom launched Instagram exclusively for iOS. Later considering the
market competition, a version for Android devices was launched in Aril 2012 and for Windows
10 in April 2016 thereby, making it accessible the entire population. Instagram is used for
uploading videos and photos along with different filtering options and tagging options. Instagram
have enabled high privacy setting for the users, as users can restrict their followers (Lee et al.
2015).
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13DISSERTATION
Figure 1: Instagram users
(Source: Bakhshi, Shamma and Gilbert 2014)
This figure suggests that the majority of the Instagram users is aged 18-34 years and
spend more than half an hour on a daily basis and actively follows several well-known and
recognized brands. It has been seen that the brand follower growth of Instagram increases from
6% to 8% each month (Bakhshi, Shamma and Gilbert 2014).
2.2 Instagram features
Instagram has gained huge popularity since the social media platform has been launched.
According to Yi-Frazier et al. (2015), Instagram has to offer several features for the active users
as well as the brands that have made the social media highly popular among the millennial
customers. One of the most preferred features that Instagram has to offer is their story telling
feature. The story telling feature allows the users to tell or share their story with their followers
across the globe. Though this idea of Instagram is borrowed from Snapchat, this feature is highly
popular among the users. The Instagram story telling feature has more than 400 million daily
users and it is inferred that marketers and brands have identified this as a strong advertising
Figure 1: Instagram users
(Source: Bakhshi, Shamma and Gilbert 2014)
This figure suggests that the majority of the Instagram users is aged 18-34 years and
spend more than half an hour on a daily basis and actively follows several well-known and
recognized brands. It has been seen that the brand follower growth of Instagram increases from
6% to 8% each month (Bakhshi, Shamma and Gilbert 2014).
2.2 Instagram features
Instagram has gained huge popularity since the social media platform has been launched.
According to Yi-Frazier et al. (2015), Instagram has to offer several features for the active users
as well as the brands that have made the social media highly popular among the millennial
customers. One of the most preferred features that Instagram has to offer is their story telling
feature. The story telling feature allows the users to tell or share their story with their followers
across the globe. Though this idea of Instagram is borrowed from Snapchat, this feature is highly
popular among the users. The Instagram story telling feature has more than 400 million daily
users and it is inferred that marketers and brands have identified this as a strong advertising
14DISSERTATION
platform and is estimated to generate $10.8 billion in ad revenue by the end of 2019 (Floch and
Jiang 2015).
However, as argued by Liebhart and Bernhardt (2017), additionally, Instagram also offers
photo and video sharing features for the users that provide the opportunity of uploading photos
and videos that they want to show to the followers. As a result, the users can share regular
updates about their whereabouts to millions of people across the world. These features of
Instagram can help in creating large followers that is not possible in other social media platforms
such as Facebook and Whatsapp. Instagram also provides the feature of using and managing
more than one Instagram accounts for the users. However, on the contrary, Instagram offers the
feature of hash tags. It is estimated that 7 out of 10 Instagram hash tags are branded thereby,
providing adequate opportunity for showcasing business and giving extra exposure to the brands
on Instagram. Hashtaging posts provide an opportunity for the users to gather greater eyes and
followers on the content posted. For instance, having at least one hash tag to each post helps in
generating 12.6% more engagement compared to not having any hash tags (Roccanti and
Garland 2015).
2.3 Role of Instagram in promoting brands
Considering the wide range of features that Instagram has to offer for their users, brands
and businesses are also benefitted immensely. Operating business profiles on Instagram offers
wide range of benefits in terms of attracting millennial customers. Instagram provides an
opportunity for the brands to get an in-sight of analytics and performance statistics for each
Instagram users that is not offered to brands in other social media platforms. As commented by
Kim, Seely and Jung (2017), using Instagram provides an opportunity to connect with the
millennial customers, as it has the most active and engaged user base.
platform and is estimated to generate $10.8 billion in ad revenue by the end of 2019 (Floch and
Jiang 2015).
However, as argued by Liebhart and Bernhardt (2017), additionally, Instagram also offers
photo and video sharing features for the users that provide the opportunity of uploading photos
and videos that they want to show to the followers. As a result, the users can share regular
updates about their whereabouts to millions of people across the world. These features of
Instagram can help in creating large followers that is not possible in other social media platforms
such as Facebook and Whatsapp. Instagram also provides the feature of using and managing
more than one Instagram accounts for the users. However, on the contrary, Instagram offers the
feature of hash tags. It is estimated that 7 out of 10 Instagram hash tags are branded thereby,
providing adequate opportunity for showcasing business and giving extra exposure to the brands
on Instagram. Hashtaging posts provide an opportunity for the users to gather greater eyes and
followers on the content posted. For instance, having at least one hash tag to each post helps in
generating 12.6% more engagement compared to not having any hash tags (Roccanti and
Garland 2015).
2.3 Role of Instagram in promoting brands
Considering the wide range of features that Instagram has to offer for their users, brands
and businesses are also benefitted immensely. Operating business profiles on Instagram offers
wide range of benefits in terms of attracting millennial customers. Instagram provides an
opportunity for the brands to get an in-sight of analytics and performance statistics for each
Instagram users that is not offered to brands in other social media platforms. As commented by
Kim, Seely and Jung (2017), using Instagram provides an opportunity to connect with the
millennial customers, as it has the most active and engaged user base.
15DISSERTATION
Reports suggest that brands are able to engage millennial customers 120 times more
compared to other social media platforms. Instagram has more than 8 million business accounts
those post relevant information and advertises on a regular basis. 82% of the fashion brands use
call-to-actions and 30% of the users have purchased something or the other they have discovered
and followed and Instagram (Greer and Ferguson 2017).
However, as criticized by Klassen et al. (2018), Instagram provides various features for
promoting brands by creating customer desires and awareness with storytelling and gratification
features. Brands can use features of question stickers for promoting themselves on Instagram and
engage the millennial customers. For instance, the brands can ask questions on their business
account to the millennial customers or start contest that ensures active engagement from the
customers. In this way, the brands on Instagram can generate huge followers that help in
successful promotion.
As mentioned by Colliander and Marder (2018), Instagram can also use music stickers
for promoting brands to millennial customers. Using songs make make moments memorable as
well as ensures clever play on words with the story contents. In this way, Instagram can promote
brands to millennial customers, as they have high inclination towards music and are earnest
followers of music. In this way, brands present on Instagram can use the recent and trending
music and reach out the millennial customers successfully. However, on the contrary, this makes
the target audience or the millennial customers develop a feeling of touch with their tastes and
interests. For example, if a brand is selling product with target audience aged 18-24 years, using
songs those are trending on college radio and music shows results in better attraction of
millennial customers (Araujo, Neijens and Vliegenthart 2017).
Reports suggest that brands are able to engage millennial customers 120 times more
compared to other social media platforms. Instagram has more than 8 million business accounts
those post relevant information and advertises on a regular basis. 82% of the fashion brands use
call-to-actions and 30% of the users have purchased something or the other they have discovered
and followed and Instagram (Greer and Ferguson 2017).
However, as criticized by Klassen et al. (2018), Instagram provides various features for
promoting brands by creating customer desires and awareness with storytelling and gratification
features. Brands can use features of question stickers for promoting themselves on Instagram and
engage the millennial customers. For instance, the brands can ask questions on their business
account to the millennial customers or start contest that ensures active engagement from the
customers. In this way, the brands on Instagram can generate huge followers that help in
successful promotion.
As mentioned by Colliander and Marder (2018), Instagram can also use music stickers
for promoting brands to millennial customers. Using songs make make moments memorable as
well as ensures clever play on words with the story contents. In this way, Instagram can promote
brands to millennial customers, as they have high inclination towards music and are earnest
followers of music. In this way, brands present on Instagram can use the recent and trending
music and reach out the millennial customers successfully. However, on the contrary, this makes
the target audience or the millennial customers develop a feeling of touch with their tastes and
interests. For example, if a brand is selling product with target audience aged 18-24 years, using
songs those are trending on college radio and music shows results in better attraction of
millennial customers (Araujo, Neijens and Vliegenthart 2017).
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16DISSERTATION
As mentioned by Loureiro and Sarmento (2018), Instagram also offers the provision of
shoppable tags added to the story telling features. However, the option of shoppable tags has
been available to selected brands since 2016, it is first time recently that brands have the facility
of adding shoppable tags to their stories. As a result, the stories of the brands appear with a
shopping bag icon next to it. This provides an opportunity for the user to tap on the sticker and
view details about the product and even purchase it from there. This is a huge advantage that
Instagram offers to the brands from promoting themselves to millennial customers because the
millennial customers are just a click away from purchasing products that saves time and effort
and shortens the journey of the millennial customers significantly.
However, as criticized by Colliander and Marder (2018), recently, Instagram has added
the facility of sharing feed posts to appear as stickers on the stories. This feature offered by
Instagram is beneficial for brands because the brands are able to share user-generated content
from the followers as well as highlight how customers are using the products in their Instagram
posts thereby, attracting more followers for the brands and their products.
2.4 Effectiveness of Instagram in promoting brands
Since 2016, Instagram have introduced the feature of business profiles due to which
several businesses and brands have switched their Instagram personal account to professional
business account. According to Erkan (2015), one of the effectiveness of using Instagram for
brands is that brands are able to generate more customer base. As known from the information
presented before, Instagram has an estimated 500 million active millennial customers; brands are
able to reach more customers by using Instagram platform. Rise of similar kind of business
organizations and brands have given rise to tough competition that has made it significant for the
As mentioned by Loureiro and Sarmento (2018), Instagram also offers the provision of
shoppable tags added to the story telling features. However, the option of shoppable tags has
been available to selected brands since 2016, it is first time recently that brands have the facility
of adding shoppable tags to their stories. As a result, the stories of the brands appear with a
shopping bag icon next to it. This provides an opportunity for the user to tap on the sticker and
view details about the product and even purchase it from there. This is a huge advantage that
Instagram offers to the brands from promoting themselves to millennial customers because the
millennial customers are just a click away from purchasing products that saves time and effort
and shortens the journey of the millennial customers significantly.
However, as criticized by Colliander and Marder (2018), recently, Instagram has added
the facility of sharing feed posts to appear as stickers on the stories. This feature offered by
Instagram is beneficial for brands because the brands are able to share user-generated content
from the followers as well as highlight how customers are using the products in their Instagram
posts thereby, attracting more followers for the brands and their products.
2.4 Effectiveness of Instagram in promoting brands
Since 2016, Instagram have introduced the feature of business profiles due to which
several businesses and brands have switched their Instagram personal account to professional
business account. According to Erkan (2015), one of the effectiveness of using Instagram for
brands is that brands are able to generate more customer base. As known from the information
presented before, Instagram has an estimated 500 million active millennial customers; brands are
able to reach more customers by using Instagram platform. Rise of similar kind of business
organizations and brands have given rise to tough competition that has made it significant for the
17DISSERTATION
brands to have a consistent customer base. Therefore, using Instagram is an effective way for the
brands to gather and keep the millennial customer base engaged towards them.
However, on the contrary, another effective use of Instagram for the brands is that brands
can make money directly from their Instagram business account. Over the years Instagram have
developed their features and now they focus on making money directly from product placement.
This greater emphasis provides a simple opportunity for the brands to attract sales directly from
the sites and the results are hard to ignore. Additionally, the feature of hash tagging posts by
brands is also effective for brands because this helps in increasing the visibility of the brands for
the millennial customers. As a result, the brands can gain competitive advantage because
customer engagement increases by 12% that is significant for brands to sustain the competitive
market (Weber and Henderson 2014).
Instagram is also effective in promoting brands to millennial customers because of the
mobility it has to offer for the millennial customers. Millennial customers have access to smart
phones and majority of the time spent on mobile phones is spent on accessing several mobile
applications. Unlike Facebook and Twitter that started off as a browser-based site, Instagram was
created to be a mobile phone application. Therefore, this is an advantage offered to the brands, as
they can post stories and information on regular basis and keep the millennial customers highly
engaged thereby, increasing sales and business successfully (Fitri 2018).
2.5 Issues affecting the effectiveness of Instagram
In spite of the existing effectiveness of Instagram, there are some issues that brands face
in promoting themselves to the millennial customers. According to O’Donnell and Willoughby
(2017), one of the mistakes that brands make while using Instagram that they fail to consider and
brands to have a consistent customer base. Therefore, using Instagram is an effective way for the
brands to gather and keep the millennial customer base engaged towards them.
However, on the contrary, another effective use of Instagram for the brands is that brands
can make money directly from their Instagram business account. Over the years Instagram have
developed their features and now they focus on making money directly from product placement.
This greater emphasis provides a simple opportunity for the brands to attract sales directly from
the sites and the results are hard to ignore. Additionally, the feature of hash tagging posts by
brands is also effective for brands because this helps in increasing the visibility of the brands for
the millennial customers. As a result, the brands can gain competitive advantage because
customer engagement increases by 12% that is significant for brands to sustain the competitive
market (Weber and Henderson 2014).
Instagram is also effective in promoting brands to millennial customers because of the
mobility it has to offer for the millennial customers. Millennial customers have access to smart
phones and majority of the time spent on mobile phones is spent on accessing several mobile
applications. Unlike Facebook and Twitter that started off as a browser-based site, Instagram was
created to be a mobile phone application. Therefore, this is an advantage offered to the brands, as
they can post stories and information on regular basis and keep the millennial customers highly
engaged thereby, increasing sales and business successfully (Fitri 2018).
2.5 Issues affecting the effectiveness of Instagram
In spite of the existing effectiveness of Instagram, there are some issues that brands face
in promoting themselves to the millennial customers. According to O’Donnell and Willoughby
(2017), one of the mistakes that brands make while using Instagram that they fail to consider and
18DISSERTATION
emphasize on the quality of the products. The brands are more focused in beautifying the
products and making it physically appealing that questions the quality of the products sold by the
brands. Complaints have been noticed from the millennial customers about the quality of the
products because the brands failed to deliver that is expected out of them. However, as argued by
De Veirman and Hudders (2019), the brand posting becomes normalized and after some time
regular updates and posts are hardly noticed. Considering the huge presence of brands in
Instagram, keeping the followers and the millennial customers is necessary because if the
millennial customers do not find anything engaging and interesting from the brands they follow,
they tend to look and go for alternatives thereby, causing loss of business.
The hash tag feature offered by Instagram is an opportunity for increasing their visibility
for the target audiences. Therefore, misusing the hash tags raises questions in terms of the
effective use of Instagram for promoting brands for the millennial customers. As a result, the
brands fail to maximize on their followers due to which the brands fail to get sufficient exposure
in front of the millennial customers. As a result, the competitive advantage of the brands is
affected negatively (Bang et al. 2019).
2.6 Instagram and millennial customers
Instagram is the effective platform that can help brands in attracting and promoting
themselves successfully in front of the millennial customers. According to Salleh, Hashima and
Murphy (2015), the majority of the Instagram users is aged 18-34 years and spends more than
half an hour on a daily basis and actively follows several well-known and recognized brands.
The Instagram story telling feature has more than 400 million daily users and it is inferred that
marketers and brands have identified this as a strong advertising platform and is estimated to
generate $10.8 billion in ad revenue by the end of 2019. 82% of the fashion brands use call-to-
emphasize on the quality of the products. The brands are more focused in beautifying the
products and making it physically appealing that questions the quality of the products sold by the
brands. Complaints have been noticed from the millennial customers about the quality of the
products because the brands failed to deliver that is expected out of them. However, as argued by
De Veirman and Hudders (2019), the brand posting becomes normalized and after some time
regular updates and posts are hardly noticed. Considering the huge presence of brands in
Instagram, keeping the followers and the millennial customers is necessary because if the
millennial customers do not find anything engaging and interesting from the brands they follow,
they tend to look and go for alternatives thereby, causing loss of business.
The hash tag feature offered by Instagram is an opportunity for increasing their visibility
for the target audiences. Therefore, misusing the hash tags raises questions in terms of the
effective use of Instagram for promoting brands for the millennial customers. As a result, the
brands fail to maximize on their followers due to which the brands fail to get sufficient exposure
in front of the millennial customers. As a result, the competitive advantage of the brands is
affected negatively (Bang et al. 2019).
2.6 Instagram and millennial customers
Instagram is the effective platform that can help brands in attracting and promoting
themselves successfully in front of the millennial customers. According to Salleh, Hashima and
Murphy (2015), the majority of the Instagram users is aged 18-34 years and spends more than
half an hour on a daily basis and actively follows several well-known and recognized brands.
The Instagram story telling feature has more than 400 million daily users and it is inferred that
marketers and brands have identified this as a strong advertising platform and is estimated to
generate $10.8 billion in ad revenue by the end of 2019. 82% of the fashion brands use call-to-
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19DISSERTATION
actions and 30% of the users have purchased something or the other they have discovered and
followed and Instagram. As a result, it is used as an effective platform creating customer base.
Instagram has an estimated 500 million active millennial customers that use the platform for
various reasons out of which following and shopping brands is one of them.
2.7 Research gap
While reviewing the past literatures, the potential gap identified is less or no research has
been conducted in the past where the effectiveness of Instagram has not been determined in
promoting brands to millennial customers. The role of Instagram has been determined in
communication and marketing but research in the current topic is extremely less. As a result, the
current research has been conducted after identifying the gap so that t can be fulfilled and serve
as an authentic source of data for the future researchers.
2.8 Summary
Thus, in this chapter, it can be summarized that Instagram is one of the leading online
platforms that is used by business organizations and brands for attracting customers. It is
necessary for the brands to reach more customers, attract new ones and retain the existing ones
for surviving the competitive market and Instagram is an effective platform that allows brands to
create desires among the millennial customers by offering various features. Instagram is accessed
by the millennial customers largely that is an advantage for the brands and can be used
effectively for attracting them successfully by creating desires and awareness.
actions and 30% of the users have purchased something or the other they have discovered and
followed and Instagram. As a result, it is used as an effective platform creating customer base.
Instagram has an estimated 500 million active millennial customers that use the platform for
various reasons out of which following and shopping brands is one of them.
2.7 Research gap
While reviewing the past literatures, the potential gap identified is less or no research has
been conducted in the past where the effectiveness of Instagram has not been determined in
promoting brands to millennial customers. The role of Instagram has been determined in
communication and marketing but research in the current topic is extremely less. As a result, the
current research has been conducted after identifying the gap so that t can be fulfilled and serve
as an authentic source of data for the future researchers.
2.8 Summary
Thus, in this chapter, it can be summarized that Instagram is one of the leading online
platforms that is used by business organizations and brands for attracting customers. It is
necessary for the brands to reach more customers, attract new ones and retain the existing ones
for surviving the competitive market and Instagram is an effective platform that allows brands to
create desires among the millennial customers by offering various features. Instagram is accessed
by the millennial customers largely that is an advantage for the brands and can be used
effectively for attracting them successfully by creating desires and awareness.
20DISSERTATION
Chapter 3: Research methodology
3.0 Overview
This research methodology chapter is developed where the existing types of
methodological tools are mentioned, defined and described by highlighting the characteristics of
each of the tools. Based on the definition and information, the specific methodologies are
selected are justified is respect to the topic of the research. Additionally, the significant research
ethics along with the accessibility issues are also mentioned in this chapter that was encounetered
by the researcher while undertaking the research. Therefore, suitable methodologies for the
effectiveness of Instagram in promoting brands to millennia customers are discussed in this
chapter suitably.
3.1 Research outline
For this research, positivism philosophy, deductive approach, descriptive design and
survey research strategy has been used. In accordance with the aforementioned methodologies,
simple random probability sampling technique has been used for selecting the sample size of 50
millennial customers. As a result, primary data collection process and quantitative data analysis
technique has also been used because information about the effective use of Instagram in
attracting millennial customers towards brands is collected for the first time. Additionally, the
researcher faced both budget and time issues while developing the dissertation that compromised
with the quality of the work to a certain extent.
Chapter 3: Research methodology
3.0 Overview
This research methodology chapter is developed where the existing types of
methodological tools are mentioned, defined and described by highlighting the characteristics of
each of the tools. Based on the definition and information, the specific methodologies are
selected are justified is respect to the topic of the research. Additionally, the significant research
ethics along with the accessibility issues are also mentioned in this chapter that was encounetered
by the researcher while undertaking the research. Therefore, suitable methodologies for the
effectiveness of Instagram in promoting brands to millennia customers are discussed in this
chapter suitably.
3.1 Research outline
For this research, positivism philosophy, deductive approach, descriptive design and
survey research strategy has been used. In accordance with the aforementioned methodologies,
simple random probability sampling technique has been used for selecting the sample size of 50
millennial customers. As a result, primary data collection process and quantitative data analysis
technique has also been used because information about the effective use of Instagram in
attracting millennial customers towards brands is collected for the first time. Additionally, the
researcher faced both budget and time issues while developing the dissertation that compromised
with the quality of the work to a certain extent.
21DISSERTATION
3.2 Research Onion
Figure 2: Research onion
(Source: Saunders et al. 2009)
Research onion was invested by Saunders that is considered as a tool that provides an
opportunity to proceed in the right direction in the research and achieve the desired outcomes by
achieving the research aim and objectives. The research onion is comprised of six layers that
include philosophical stances, approaches, strategies, designs, sampling techniques, collection
and analysis techniques along with the time horizons. These layers allow the researcher to
identify the appropriate approaches thereby, developing and designing a perfect and successful
research by addressing the topic (Saunders et al. 2009).
3.3 Research philosophy
Selecting suitable research philosophy is necessary because this influences the
appropriate selection and gathering of knowledge related to the research topic. Three existing
research philosophies are positivism, interpretivism and pragmatism. Interpretivism, as the name
3.2 Research Onion
Figure 2: Research onion
(Source: Saunders et al. 2009)
Research onion was invested by Saunders that is considered as a tool that provides an
opportunity to proceed in the right direction in the research and achieve the desired outcomes by
achieving the research aim and objectives. The research onion is comprised of six layers that
include philosophical stances, approaches, strategies, designs, sampling techniques, collection
and analysis techniques along with the time horizons. These layers allow the researcher to
identify the appropriate approaches thereby, developing and designing a perfect and successful
research by addressing the topic (Saunders et al. 2009).
3.3 Research philosophy
Selecting suitable research philosophy is necessary because this influences the
appropriate selection and gathering of knowledge related to the research topic. Three existing
research philosophies are positivism, interpretivism and pragmatism. Interpretivism, as the name
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22DISSERTATION
suggests, indicates taking into account the interpretations of different individuals about a
particular topic and agenda. The opinions and views of different individuals are then interpreted
thereby, enriching the quality of the work (Kumar 2019). On the other hand, positivism
philosophy, as the name indicates relies on facts and logical knowledge that leads to the
development suitable and quantifiable observations. Using positivism philosophy allows
justifying the findings by referring to numerical data. However, pragmatism philosophy is based
on both positivism and interpretivism philosophy that makes the application limited and complex
(Mackey and Gass 2015).
3.3.1 Positivism philosophy justification
For investigating how Instagram effectively can promote the brand to millennial
customers, positivism philosophy. Positivism philosophy is most suited because this allowed
using logic and factual knowledge about Instagram and its role in attracting millennial customers
for the brands. The different numerical observations and data about Instagram are considered
successfully as positivism philosophy has been used. This allowed using scientific and statistical
data that validates the effectiveness of Instagram in attracting millennial customers towards
different brands (Silverman 2016).
3.4 Research approach
Selection of appropriate research approaches are necessary for completing a research
successfully because this facilitates reviewing of previously existing information. The two
existing types of research approaches are inductive and deductive approaches. As the term
suggests, inductive approach suggests developing or inducing new theories and ideas based on
the observations made. However, inductive approach is time consuming and prone to error
because incorrect observation leads to the development of incorrect theories. On the other hand,
suggests, indicates taking into account the interpretations of different individuals about a
particular topic and agenda. The opinions and views of different individuals are then interpreted
thereby, enriching the quality of the work (Kumar 2019). On the other hand, positivism
philosophy, as the name indicates relies on facts and logical knowledge that leads to the
development suitable and quantifiable observations. Using positivism philosophy allows
justifying the findings by referring to numerical data. However, pragmatism philosophy is based
on both positivism and interpretivism philosophy that makes the application limited and complex
(Mackey and Gass 2015).
3.3.1 Positivism philosophy justification
For investigating how Instagram effectively can promote the brand to millennial
customers, positivism philosophy. Positivism philosophy is most suited because this allowed
using logic and factual knowledge about Instagram and its role in attracting millennial customers
for the brands. The different numerical observations and data about Instagram are considered
successfully as positivism philosophy has been used. This allowed using scientific and statistical
data that validates the effectiveness of Instagram in attracting millennial customers towards
different brands (Silverman 2016).
3.4 Research approach
Selection of appropriate research approaches are necessary for completing a research
successfully because this facilitates reviewing of previously existing information. The two
existing types of research approaches are inductive and deductive approaches. As the term
suggests, inductive approach suggests developing or inducing new theories and ideas based on
the observations made. However, inductive approach is time consuming and prone to error
because incorrect observation leads to the development of incorrect theories. On the other hand,
23DISSERTATION
deductive approach, as the term suggests, signifies deducing suitable observation based on the
existing theories and ideas thereby, transforming general information into specific information
(Taylor, Bogdan and DeVault 2015).
3.4.1 Deductive approach justification
For investigating how Instagram effectively can promote the brand to millennial
customers, deductive approach has been used. Using deductive approach is the best suited
because this helps in considering previously existing data and information about Instagram and
different statistics related to it. As a result, it is easy to determine whether Instagram is
effectively used by millennial customers or not. Therefore, it is easy to analyze whether
Instagram is effective enough among the millennial customers for attracting them to the brands
successfully. Additionally, deductive approach is also suitable because this helps in determining
the use of Instagram for creating customer desire that influences brand reputation by referring to
the benefits of social media use successfully (Flick 2015).
3.5 Research design
Appropriate research design selection is necessary because this helps in identifying and
addressing issues pertinent within a research. Three types of research designs are explanatory,
exploratory and descriptive design. As the name indicates, exploratory research design signifies
identifying and exploring the issues within the research that needs to be investigated. On the
other hand, explanatory research design is defined as the design that finds or explains the
potential reasons that gave rise to the issues within the selected research topic. Descriptive
design, on the other hand, highlights the combined characteristics of both explanatory and
exploratory research designs (Neuman and Robson 2014).
deductive approach, as the term suggests, signifies deducing suitable observation based on the
existing theories and ideas thereby, transforming general information into specific information
(Taylor, Bogdan and DeVault 2015).
3.4.1 Deductive approach justification
For investigating how Instagram effectively can promote the brand to millennial
customers, deductive approach has been used. Using deductive approach is the best suited
because this helps in considering previously existing data and information about Instagram and
different statistics related to it. As a result, it is easy to determine whether Instagram is
effectively used by millennial customers or not. Therefore, it is easy to analyze whether
Instagram is effective enough among the millennial customers for attracting them to the brands
successfully. Additionally, deductive approach is also suitable because this helps in determining
the use of Instagram for creating customer desire that influences brand reputation by referring to
the benefits of social media use successfully (Flick 2015).
3.5 Research design
Appropriate research design selection is necessary because this helps in identifying and
addressing issues pertinent within a research. Three types of research designs are explanatory,
exploratory and descriptive design. As the name indicates, exploratory research design signifies
identifying and exploring the issues within the research that needs to be investigated. On the
other hand, explanatory research design is defined as the design that finds or explains the
potential reasons that gave rise to the issues within the selected research topic. Descriptive
design, on the other hand, highlights the combined characteristics of both explanatory and
exploratory research designs (Neuman and Robson 2014).
24DISSERTATION
3.5.1 Descriptive design justification
For investigating how Instagram effectively can promote the brand to millennial
customers, descriptive research design has been used. Descriptive design is the most suited
because using it allows researcher to conduct the research using both exploratory and
explanatory research designs. As a result, descriptive design has helped in investigating the
effectiveness of Instagram storytelling that is essential in attracting millennial customers towards
specific brands suitably. Additionally, descriptive research design is also suitable because this
helps in determining the use of Instagram for creating customer desire that result in brand
reputation along with the influence of Instagram in instant gratification (Alvesson and Skoldberg
2017).
3.6 Research strategy
Different research strategies those can be used while conducting a research are case
study, interview and survey and action research. The type of research strategy is selected based
on the research topic. As the term indicates, case study research strategy refers to conducting
research by using information from similar research topics in the past. As a result, the researcher
is able to use already ready information and undertake the research. On the other hand, both
interview and survey allow collecting data from specific population for the first time in respect to
the research topic. The only difference is that in survey large population is selected whereas in
interview small population is selected. Action research strategy predicts the future occurrences of
the phenomenon within the research (Bresler and Stake 2017).
3.6.1 Survey strategy justification
For investigating how Instagram effectively can promote the brand to millennial
customers, survey research strategy has been used. Survey research strategy allowed selecting
3.5.1 Descriptive design justification
For investigating how Instagram effectively can promote the brand to millennial
customers, descriptive research design has been used. Descriptive design is the most suited
because using it allows researcher to conduct the research using both exploratory and
explanatory research designs. As a result, descriptive design has helped in investigating the
effectiveness of Instagram storytelling that is essential in attracting millennial customers towards
specific brands suitably. Additionally, descriptive research design is also suitable because this
helps in determining the use of Instagram for creating customer desire that result in brand
reputation along with the influence of Instagram in instant gratification (Alvesson and Skoldberg
2017).
3.6 Research strategy
Different research strategies those can be used while conducting a research are case
study, interview and survey and action research. The type of research strategy is selected based
on the research topic. As the term indicates, case study research strategy refers to conducting
research by using information from similar research topics in the past. As a result, the researcher
is able to use already ready information and undertake the research. On the other hand, both
interview and survey allow collecting data from specific population for the first time in respect to
the research topic. The only difference is that in survey large population is selected whereas in
interview small population is selected. Action research strategy predicts the future occurrences of
the phenomenon within the research (Bresler and Stake 2017).
3.6.1 Survey strategy justification
For investigating how Instagram effectively can promote the brand to millennial
customers, survey research strategy has been used. Survey research strategy allowed selecting
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25DISSERTATION
the large population of the millennial customers and determines the effectiveness of Instagram in
attracting them towards brands suitably. Additionally, survey research strategy is also justified
because this research strategy allowed collecting data from a large population in short span of
time. The survey questionnaire was developed by considering the research objectives. Under
each objective, three survey questions were formed that helped in understanding the
effectiveness of Instagram in promoting brands to the millennial customers. Moreover, survey
research strategy is also selected by researcher for this research because this is easily
administered, cost effective and time efficient and requires less effort for collecting large data.
The survey conducted was administered using the online platform so that individuals can
participate irrespective of any geographical and time barriers (Ledford and Gast 2018).
3.7 Sampling technique and sample size
Selecting sampling technique suitably is significant because the research is completed
successfully by data shared by the selected samples. The two existing types of sampling
techniques are probability and non-probability sampling technique. As the term indicates,
probability sampling technique indicates equal chances of being selected in the data collection
process. As a result, the selected samples have random chances of being selected in the data
collection process. On the other hand, as the term suggests, in non-probability sampling
technique, the selected samples do not have equal chances to take part in the data collection
process. In this case, the researcher selects the samples for the research personally by judging
their suitability (Bauer 2014).
3.7.1 Simple random probability sampling technique justification
For investigating how Instagram effectively can promote the brand to millennial
customers, simple random probability sampling technique has been used. In this case, simple
the large population of the millennial customers and determines the effectiveness of Instagram in
attracting them towards brands suitably. Additionally, survey research strategy is also justified
because this research strategy allowed collecting data from a large population in short span of
time. The survey questionnaire was developed by considering the research objectives. Under
each objective, three survey questions were formed that helped in understanding the
effectiveness of Instagram in promoting brands to the millennial customers. Moreover, survey
research strategy is also selected by researcher for this research because this is easily
administered, cost effective and time efficient and requires less effort for collecting large data.
The survey conducted was administered using the online platform so that individuals can
participate irrespective of any geographical and time barriers (Ledford and Gast 2018).
3.7 Sampling technique and sample size
Selecting sampling technique suitably is significant because the research is completed
successfully by data shared by the selected samples. The two existing types of sampling
techniques are probability and non-probability sampling technique. As the term indicates,
probability sampling technique indicates equal chances of being selected in the data collection
process. As a result, the selected samples have random chances of being selected in the data
collection process. On the other hand, as the term suggests, in non-probability sampling
technique, the selected samples do not have equal chances to take part in the data collection
process. In this case, the researcher selects the samples for the research personally by judging
their suitability (Bauer 2014).
3.7.1 Simple random probability sampling technique justification
For investigating how Instagram effectively can promote the brand to millennial
customers, simple random probability sampling technique has been used. In this case, simple
26DISSERTATION
random probability sampling technique is justified because this provide equal chances for the
selected population of the millennial customers to be a part of the data collection process and
share their views regarding the effectiveness of Instagram in ensuring brand attraction.
Therefore, the researcher selected 50 millennial customers randomly and considers the data
shared by them for undertaking the research (Quinlan et al. 2019).
3.8 Data collection process
Appropriate selection of data collection process is necessary because this helps in
developing the research using valid and relevant data. The tow existing types of data collection
process are primary and secondary data collection process. As the term suggests, secondary data
collection process highlights collecting data from sources those have already existing data and
information relevant to the topic. As a result, the data does not need to be collected and can be
worked with existing information. The different secondary sources are books, journals, articles,
online newspapers and various internet facilities. On the other hand, primary data collection
technique highlights collecting data for the first time for selected population. Primary data are
more recent and updated and provides recent overview about the research topic (Choy 2014).
3.8.1 Primary data collection justification
For investigating how Instagram effectively can promote the brand to millennial
customers, primary data collection process has been used. This data collection process is most
suited because this helped the researcher to collect data from the millennial customers about the
effectiveness of Instagram in creating customer desire for the first time. As both Instagram and
millennial customers are both features that have gained recognition recently thereby, primary
data collection is the best suited because this helped in collecting recent and updated data
regarding the research topic (Jamshed 2014).
random probability sampling technique is justified because this provide equal chances for the
selected population of the millennial customers to be a part of the data collection process and
share their views regarding the effectiveness of Instagram in ensuring brand attraction.
Therefore, the researcher selected 50 millennial customers randomly and considers the data
shared by them for undertaking the research (Quinlan et al. 2019).
3.8 Data collection process
Appropriate selection of data collection process is necessary because this helps in
developing the research using valid and relevant data. The tow existing types of data collection
process are primary and secondary data collection process. As the term suggests, secondary data
collection process highlights collecting data from sources those have already existing data and
information relevant to the topic. As a result, the data does not need to be collected and can be
worked with existing information. The different secondary sources are books, journals, articles,
online newspapers and various internet facilities. On the other hand, primary data collection
technique highlights collecting data for the first time for selected population. Primary data are
more recent and updated and provides recent overview about the research topic (Choy 2014).
3.8.1 Primary data collection justification
For investigating how Instagram effectively can promote the brand to millennial
customers, primary data collection process has been used. This data collection process is most
suited because this helped the researcher to collect data from the millennial customers about the
effectiveness of Instagram in creating customer desire for the first time. As both Instagram and
millennial customers are both features that have gained recognition recently thereby, primary
data collection is the best suited because this helped in collecting recent and updated data
regarding the research topic (Jamshed 2014).
27DISSERTATION
3.9 Data analysis technique
Apart of collecting data by most relevant data collection process, analyzing the data using
suitable analysis technique is also essential. The two existing types of data collection techniques
are qualitative and quantitative analysis techniques. As the term indicates, quantitative data
analysis technique highlights analyzing the collected data using numbers and quantities thereby,
presenting the results using bars and charts. On the other hand, qualitative data analysis
technique indicates interpreting the views and opinions of the selected samples and explaining
the verbatim accordingly (Smith 2015).
3.9.1 Quantitative data analysis technique justification
For investigating how Instagram effectively can promote the brand to millennial
customers, quantitative data analysis technique has been used. This analysis technique is the
right choice because this allowed analyzing the opinion of the millennial customers about the
effectiveness of Instagram in attracting them towards brands and creating desires suitably by
considering the number of responses positively and negatively. The responses of the millennial
customers are analyzed by transforming it in numbers and presenting the data in appropriate
graphs and charts (McCusker and Gunaydin 2015).
3.10 Accessibility issues
The two major accessibility issues that were encountered while developing the
dissertation are time and budget. The researcher had limited time for working on the research and
completing it. As a result, the researcher had limited scope and opportunities of conducting
extensive research that compromised with the quality of the work to a certain extent. On the
other hand, another accessibility issue faced by the researcher was limited budget. Budget
3.9 Data analysis technique
Apart of collecting data by most relevant data collection process, analyzing the data using
suitable analysis technique is also essential. The two existing types of data collection techniques
are qualitative and quantitative analysis techniques. As the term indicates, quantitative data
analysis technique highlights analyzing the collected data using numbers and quantities thereby,
presenting the results using bars and charts. On the other hand, qualitative data analysis
technique indicates interpreting the views and opinions of the selected samples and explaining
the verbatim accordingly (Smith 2015).
3.9.1 Quantitative data analysis technique justification
For investigating how Instagram effectively can promote the brand to millennial
customers, quantitative data analysis technique has been used. This analysis technique is the
right choice because this allowed analyzing the opinion of the millennial customers about the
effectiveness of Instagram in attracting them towards brands and creating desires suitably by
considering the number of responses positively and negatively. The responses of the millennial
customers are analyzed by transforming it in numbers and presenting the data in appropriate
graphs and charts (McCusker and Gunaydin 2015).
3.10 Accessibility issues
The two major accessibility issues that were encountered while developing the
dissertation are time and budget. The researcher had limited time for working on the research and
completing it. As a result, the researcher had limited scope and opportunities of conducting
extensive research that compromised with the quality of the work to a certain extent. On the
other hand, another accessibility issue faced by the researcher was limited budget. Budget
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28DISSERTATION
constraint restricted the researcher to access some of the highly relevant literatures and
information that could have provided more depth to the research developed suitably.
3.11 Ethical considerations
Compliance with the ethics of the research is of utmost significance while ensuring
successful completion of research. One of the significant ethics in research is data
confidentiality. According to this ethics, the identity and the data shared by the participants needs
to be kept confidential and cannot be disclosed without their individual consent. Ensuring data
confidentiality is necessary for mitigating the scope of conflicts and biasness while collecting
data. Apart from data confidentiality, another significant research ethics is willing participation
from the respondents. Forcing the participants to take part in the data collection process is
against the ethics of the research. The researcher needs to communicate and convince the
research topic and significance so that the respondents participate willingly (Vamsi Krishna Jasti
and Kodali 2014).
Another research ethics that has to be abided by is data manipulation. According to this
ethics, the data collected cannot be changed and has to be presented in its original form. This
helps in ensuring data validity and reliability for the future researchers. Moreover, data needs to
be collected from original sources so that it can validate the information incorporated while
developing the research. Harming the surrounding environment for the sake of completing the
research is also the ethics of the research (Isaacs 2014).
3.12 Summary
Thus, in this chapter, it can be summarized that the researcher have selected appropriate
research methodological tools and has been justified for the selection with appropriate reasoning.
constraint restricted the researcher to access some of the highly relevant literatures and
information that could have provided more depth to the research developed suitably.
3.11 Ethical considerations
Compliance with the ethics of the research is of utmost significance while ensuring
successful completion of research. One of the significant ethics in research is data
confidentiality. According to this ethics, the identity and the data shared by the participants needs
to be kept confidential and cannot be disclosed without their individual consent. Ensuring data
confidentiality is necessary for mitigating the scope of conflicts and biasness while collecting
data. Apart from data confidentiality, another significant research ethics is willing participation
from the respondents. Forcing the participants to take part in the data collection process is
against the ethics of the research. The researcher needs to communicate and convince the
research topic and significance so that the respondents participate willingly (Vamsi Krishna Jasti
and Kodali 2014).
Another research ethics that has to be abided by is data manipulation. According to this
ethics, the data collected cannot be changed and has to be presented in its original form. This
helps in ensuring data validity and reliability for the future researchers. Moreover, data needs to
be collected from original sources so that it can validate the information incorporated while
developing the research. Harming the surrounding environment for the sake of completing the
research is also the ethics of the research (Isaacs 2014).
3.12 Summary
Thus, in this chapter, it can be summarized that the researcher have selected appropriate
research methodological tools and has been justified for the selection with appropriate reasoning.
29DISSERTATION
The use of suitable methodological tools ensures investigating how Instagram effectively
promote brand to the millennial customers suitably.
The use of suitable methodological tools ensures investigating how Instagram effectively
promote brand to the millennial customers suitably.
30DISSERTATION
Chapter 4: Data analysis
4.0 Overview
In this chapter, the responses collected from 50 millennial customers using the online
platform are analyzed with the aim of achieving the research aim and objectives successfully.
Analyzing the collected data intends to help in determining and studying the effectiveness of
Instagram in promoting brands to millennial customers when the competition among the brands
and the online platforms are both high considerably. The results of the responses have been
presented using graphs, charts and bars thereby, achieving the research aim and objectives
successfully.
4.1 Analysis
4.1.1 Demographic questions
Figure 3: Gender
From the above pie chart, it can be implied that out of the 50 respondents, equal number
of male and female customers have taken part in the survey. Therefore, it can be inferred that
Instagram have both male and female millennial customers those use the social media platform
Chapter 4: Data analysis
4.0 Overview
In this chapter, the responses collected from 50 millennial customers using the online
platform are analyzed with the aim of achieving the research aim and objectives successfully.
Analyzing the collected data intends to help in determining and studying the effectiveness of
Instagram in promoting brands to millennial customers when the competition among the brands
and the online platforms are both high considerably. The results of the responses have been
presented using graphs, charts and bars thereby, achieving the research aim and objectives
successfully.
4.1 Analysis
4.1.1 Demographic questions
Figure 3: Gender
From the above pie chart, it can be implied that out of the 50 respondents, equal number
of male and female customers have taken part in the survey. Therefore, it can be inferred that
Instagram have both male and female millennial customers those use the social media platform
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31DISSERTATION
for actively. As a result, it can be said that using Instagram for promoting brands is not restricted
to any specific gender.
Figure 4: Age
From this above pie chart, it can be inferred that out of the 50 respondents, majority of
the millennial customers belong to age group 24-26 years. However, respondents who took part
in the survey also range from 20-23 years and 27 years and above thereby, signifying the craze
and demand of Instagram among millennial customers of all age groups. It can be said hat
individuals aged from 20 years to above 27 years are more active on Instagram and more brand
conscious.
for actively. As a result, it can be said that using Instagram for promoting brands is not restricted
to any specific gender.
Figure 4: Age
From this above pie chart, it can be inferred that out of the 50 respondents, majority of
the millennial customers belong to age group 24-26 years. However, respondents who took part
in the survey also range from 20-23 years and 27 years and above thereby, signifying the craze
and demand of Instagram among millennial customers of all age groups. It can be said hat
individuals aged from 20 years to above 27 years are more active on Instagram and more brand
conscious.
32DISSERTATION
Figure 5: Occupation
From the above pie chart, it can be inferred that out of 50 respondents, majority of the
participants were students. Approximately 46% of the respondents who took part in this survey
are students those are brand frenzy and use the online photo and video sharing platform
Instagram actively. However, some of the respondents who took part in the survey are fully-
employed; approximately 40% and only 14% were part-time respondents.
Figure 6: Monthly income
From the above pie chart, it can be inferred that out of 50 respondents, around 58% of the
participants have a monthly average income of 0-1000 GBP. This is followed by group of
respondents earning 10,000 GBP-20,000 GBP followed by respondents earning 20,000 GBP -
25,000 GBP and 25,000 – 28,000 GBP. From this result, it can be said that millennial customers
are using Instagram for following different brands regardless of the monthly salary.
Figure 5: Occupation
From the above pie chart, it can be inferred that out of 50 respondents, majority of the
participants were students. Approximately 46% of the respondents who took part in this survey
are students those are brand frenzy and use the online photo and video sharing platform
Instagram actively. However, some of the respondents who took part in the survey are fully-
employed; approximately 40% and only 14% were part-time respondents.
Figure 6: Monthly income
From the above pie chart, it can be inferred that out of 50 respondents, around 58% of the
participants have a monthly average income of 0-1000 GBP. This is followed by group of
respondents earning 10,000 GBP-20,000 GBP followed by respondents earning 20,000 GBP -
25,000 GBP and 25,000 – 28,000 GBP. From this result, it can be said that millennial customers
are using Instagram for following different brands regardless of the monthly salary.
33DISSERTATION
Figure 7: Ardent user of Instagram
From the above pie chart, it can be inferred that out of 50 respondents, approximately
74% of the respondents says that they are an ardent user of Instagram. On the other hand, 26% of
the respondents have said that they are not an ardent user of Instagram but uses it for fun, sharing
photos and images and following different brands.
Figure 8: Purpose of using Instagram
From the above pie chart, it can be inferred that out of 50 respondents, 52% of the
respondents have said that they use Instagram for posting photos and videos whereas 30% of the
respondents said that they use Instagram for following public figures. On other hand, rest 18% of
the millennial customers use Instagram for following different brands.
Figure 7: Ardent user of Instagram
From the above pie chart, it can be inferred that out of 50 respondents, approximately
74% of the respondents says that they are an ardent user of Instagram. On the other hand, 26% of
the respondents have said that they are not an ardent user of Instagram but uses it for fun, sharing
photos and images and following different brands.
Figure 8: Purpose of using Instagram
From the above pie chart, it can be inferred that out of 50 respondents, 52% of the
respondents have said that they use Instagram for posting photos and videos whereas 30% of the
respondents said that they use Instagram for following public figures. On other hand, rest 18% of
the millennial customers use Instagram for following different brands.
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34DISSERTATION
4.2 Objective questions
4.2.1 Objective 1
Figure 9: Storytelling feature of Instagram
From the above bar chart, it can be inferred that 26% of the respondents believe that the
story telling feature of Instagram is effective for attracting millennial customers. However 4% of
the respondents begs to differ and finds that Instagram story telling feature is not effective in
attracting millennial customers appropriately. The story telling feature allows the users to tell or
share their story with their followers across the globe. Though this idea of Instagram is borrowed
from Snapchat, this feature is highly popular among the users. The Instagram story telling feature
has more than 400 million daily users and it is inferred that marketers and brands have identified
this as a strong advertising platform and is estimated to generate $10.8 billion in ad revenue by
the end of 2019. On the other hand, 18% believe that the effectiveness of Instagram storytelling
feature has both positive as well as negative impact. Approximately 30% and 22% of the
4.2 Objective questions
4.2.1 Objective 1
Figure 9: Storytelling feature of Instagram
From the above bar chart, it can be inferred that 26% of the respondents believe that the
story telling feature of Instagram is effective for attracting millennial customers. However 4% of
the respondents begs to differ and finds that Instagram story telling feature is not effective in
attracting millennial customers appropriately. The story telling feature allows the users to tell or
share their story with their followers across the globe. Though this idea of Instagram is borrowed
from Snapchat, this feature is highly popular among the users. The Instagram story telling feature
has more than 400 million daily users and it is inferred that marketers and brands have identified
this as a strong advertising platform and is estimated to generate $10.8 billion in ad revenue by
the end of 2019. On the other hand, 18% believe that the effectiveness of Instagram storytelling
feature has both positive as well as negative impact. Approximately 30% and 22% of the
35DISSERTATION
respondents strongly disagrees and agrees respectively in terms of Instagram story telling
feature.
Figure 10: Good storytelling feature makes brand attractive
From the above bar chart, it can be inferred that out of the total number of respondents
22% and 18% of the respondents agrees and strongly agrees respectively that good story telling
feature of Instagram makes the brands more attractive for the millennial customers. The
Instagram story telling feature has more than 400 million daily users and it is inferred that
marketers and brands have identified this as a strong advertising platform.
respondents strongly disagrees and agrees respectively in terms of Instagram story telling
feature.
Figure 10: Good storytelling feature makes brand attractive
From the above bar chart, it can be inferred that out of the total number of respondents
22% and 18% of the respondents agrees and strongly agrees respectively that good story telling
feature of Instagram makes the brands more attractive for the millennial customers. The
Instagram story telling feature has more than 400 million daily users and it is inferred that
marketers and brands have identified this as a strong advertising platform.
36DISSERTATION
Figure 11: Storytelling feature and generating leads
From the above bar chart, it can be inferred that out of the total number of respondents
20% and 24% agrees and strongly agrees respectively that effective and appropriate story telling
feature in Instagram allows brands to generate leads and gain traffic significantly. Instagram has
more than 8 million business accounts those post relevant information and advertises on a regular
basis. 82% of the fashion brands use call-to-actions and 30% of the users.
Figure 11: Storytelling feature and generating leads
From the above bar chart, it can be inferred that out of the total number of respondents
20% and 24% agrees and strongly agrees respectively that effective and appropriate story telling
feature in Instagram allows brands to generate leads and gain traffic significantly. Instagram has
more than 8 million business accounts those post relevant information and advertises on a regular
basis. 82% of the fashion brands use call-to-actions and 30% of the users.
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37DISSERTATION
4.2.2 Objective 2
Figure 12: Instagram and greater engagement
From the above bar chart, it can be inferred that out of the total number of respondents
30% and 40% agrees and strongly agrees respectively that Instagram ensures greater engagement
towards the brands among the millennial customers significantly. This is because the various
features offered by Instagram are engaging and attractive at the same time. Brands can use
features of question stickers for promoting themselves on Instagram and engage the millennial
customers. Brands can ask questions on their business account to the millennial customers or
start contest that ensures active engagement from the customers. In this way, the brands on
Instagram can generate huge followers that help in successful promotion.
4.2.2 Objective 2
Figure 12: Instagram and greater engagement
From the above bar chart, it can be inferred that out of the total number of respondents
30% and 40% agrees and strongly agrees respectively that Instagram ensures greater engagement
towards the brands among the millennial customers significantly. This is because the various
features offered by Instagram are engaging and attractive at the same time. Brands can use
features of question stickers for promoting themselves on Instagram and engage the millennial
customers. Brands can ask questions on their business account to the millennial customers or
start contest that ensures active engagement from the customers. In this way, the brands on
Instagram can generate huge followers that help in successful promotion.
38DISSERTATION
Figure 13: Instagram and creating customer desire
From the above bar chart, it can be inferred that out of the total number of respondents
22% and 32% agrees and strongly agrees respectively that the features offered by Instagram have
the ability to create sufficient desire about a brand among the millennial customers appropriately.
Instagram can promote brands to millennial customers, as they have high inclination towards
music and are earnest followers of music. In this way, brands present on Instagram can use the
recent and trending music and reach out the millennial customers successfully.
Figure 13: Instagram and creating customer desire
From the above bar chart, it can be inferred that out of the total number of respondents
22% and 32% agrees and strongly agrees respectively that the features offered by Instagram have
the ability to create sufficient desire about a brand among the millennial customers appropriately.
Instagram can promote brands to millennial customers, as they have high inclination towards
music and are earnest followers of music. In this way, brands present on Instagram can use the
recent and trending music and reach out the millennial customers successfully.
39DISSERTATION
Figure 14: Instagram and building user-generated content
From the above bar chart, it can be inferred that out of the total number of respondents
32% and 32% agrees and strongly agrees respectively that Instagram have the ability in building
and helping user-generated content for brands. This is because the features offered by Instagram
are highly attractive and engaging. Instagram also offers the provision of shoppable tags added to
the story telling features. However, the option of shoppable tags has been available to selected
brands since 2016; it is first time recently that brands have the facility of adding shoppable tags
to their stories.
Figure 14: Instagram and building user-generated content
From the above bar chart, it can be inferred that out of the total number of respondents
32% and 32% agrees and strongly agrees respectively that Instagram have the ability in building
and helping user-generated content for brands. This is because the features offered by Instagram
are highly attractive and engaging. Instagram also offers the provision of shoppable tags added to
the story telling features. However, the option of shoppable tags has been available to selected
brands since 2016; it is first time recently that brands have the facility of adding shoppable tags
to their stories.
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40DISSERTATION
4.2.3 Objective 3
Figure 15: Instagram and instant satisfaction
From the above bar chart, it can be inferred that out of the total number of respondents 22% and
26% agrees and strongly agrees respectively that Instagram have the ability to provide instant
satisfaction to the millennial customers. This is because the new and advanced features that
Instagram is bringing for the users are highly engaging and participating. Instagram has an
estimated 500 million active millennial customers; brands are able to reach more customers by
using Instagram platform. Using Instagram is an effective way for the brands to gather and keep
the millennial customer base engaged towards them.
4.2.3 Objective 3
Figure 15: Instagram and instant satisfaction
From the above bar chart, it can be inferred that out of the total number of respondents 22% and
26% agrees and strongly agrees respectively that Instagram have the ability to provide instant
satisfaction to the millennial customers. This is because the new and advanced features that
Instagram is bringing for the users are highly engaging and participating. Instagram has an
estimated 500 million active millennial customers; brands are able to reach more customers by
using Instagram platform. Using Instagram is an effective way for the brands to gather and keep
the millennial customer base engaged towards them.
41DISSERTATION
Figure 16: Instagram and instant reply to millennial customers
From the above bar chart, it can be inferred that out of the total number of respondents
24% and 16% agrees and strongly agrees respectively that the brands using Instagram as the
medium of communicating with the millennial customers gives reply to the responses instantly
and immediately. Over the years Instagram have developed their features and now they focus on
making money directly from product placement. This greater emphasis provides a simple
opportunity for the brands to attract sales directly from the sites and the results are hard to
ignore.
Figure 16: Instagram and instant reply to millennial customers
From the above bar chart, it can be inferred that out of the total number of respondents
24% and 16% agrees and strongly agrees respectively that the brands using Instagram as the
medium of communicating with the millennial customers gives reply to the responses instantly
and immediately. Over the years Instagram have developed their features and now they focus on
making money directly from product placement. This greater emphasis provides a simple
opportunity for the brands to attract sales directly from the sites and the results are hard to
ignore.
42DISSERTATION
Figure 17: Instagram and its role in promoting brand
From the above bar chart, it can be inferred that out of the total number of respondents
24% and 34% agrees and strongly agrees respectively that Instagram have the ability to promote
brands to millennial customers effectively by ensuring instant satisfaction. Instagram is also
effective in promoting brands to millennial customers because of the mobility it has to offer for
the millennial customers. Millennial customers have access to smart phones and majority of the
time spent on mobile phones is spent on accessing several mobile applications.
4.3 Summary
From this chapter, it can be summarized that Instagram is one of the most widely used
social media platform among the millennial customers. Since the launch,
Instagram has been successful in gaining attention due to the various features it has to offer to
the customers without any significant hindrances. For instance, the story telling feature of
Figure 17: Instagram and its role in promoting brand
From the above bar chart, it can be inferred that out of the total number of respondents
24% and 34% agrees and strongly agrees respectively that Instagram have the ability to promote
brands to millennial customers effectively by ensuring instant satisfaction. Instagram is also
effective in promoting brands to millennial customers because of the mobility it has to offer for
the millennial customers. Millennial customers have access to smart phones and majority of the
time spent on mobile phones is spent on accessing several mobile applications.
4.3 Summary
From this chapter, it can be summarized that Instagram is one of the most widely used
social media platform among the millennial customers. Since the launch,
Instagram has been successful in gaining attention due to the various features it has to offer to
the customers without any significant hindrances. For instance, the story telling feature of
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43DISSERTATION
Instagram provides an opportunity to the users to connect and communicate with the brands
thereby, ensuring instant gratification.
Instagram provides an opportunity to the users to connect and communicate with the brands
thereby, ensuring instant gratification.
44DISSERTATION
Chapter 5: Findings and interpretations
5.0 Overview
This chapter is developed with the aim of discussing the analysis conducted in the
previous chapter. The analyzed data in the previous chapter is interpreted and justified with the
information presented in the literature review by different authors. In this section, the findings of
the survey is supported as well as counter argued by stating the views and opinions of different
authors in the past researches.
5.1 Discussion
The literature review developed in this chapter critically analyzes the views and opinions
of different authors in respect to Instagram and its effectiveness in attracting millennial
customers towards specific brands. Lee et al. (2015) in the literature review describes and
mentions valuable aspects and features about Instagram that has helped the social media platform
gain such huge popularity over the years. In October 2010 Mike Krieger and Kevin Systrom
launched Instagram exclusively for iOS. Later considering the market competition, a version for
Android devices was launched in Aril 2012 and for Windows 10 in April 2016 thereby, making
it accessible the entire population. Instagram is used for uploading videos and photos along with
different filtering options and tagging options. Instagram have enabled high privacy setting for
the users, as users can restrict their followers.
Bakhshi, Shamma and Gilbert (2014) in the literature review also mentions that the
majority of the Instagram users is aged 18-34 years and spend more than half an hour on a daily
basis and actively follows several well-known and recognized brands. It has been seen that the
brand follower growth of Instagram increases from 6% to 8% each month. This is supported by
Chapter 5: Findings and interpretations
5.0 Overview
This chapter is developed with the aim of discussing the analysis conducted in the
previous chapter. The analyzed data in the previous chapter is interpreted and justified with the
information presented in the literature review by different authors. In this section, the findings of
the survey is supported as well as counter argued by stating the views and opinions of different
authors in the past researches.
5.1 Discussion
The literature review developed in this chapter critically analyzes the views and opinions
of different authors in respect to Instagram and its effectiveness in attracting millennial
customers towards specific brands. Lee et al. (2015) in the literature review describes and
mentions valuable aspects and features about Instagram that has helped the social media platform
gain such huge popularity over the years. In October 2010 Mike Krieger and Kevin Systrom
launched Instagram exclusively for iOS. Later considering the market competition, a version for
Android devices was launched in Aril 2012 and for Windows 10 in April 2016 thereby, making
it accessible the entire population. Instagram is used for uploading videos and photos along with
different filtering options and tagging options. Instagram have enabled high privacy setting for
the users, as users can restrict their followers.
Bakhshi, Shamma and Gilbert (2014) in the literature review also mentions that the
majority of the Instagram users is aged 18-34 years and spend more than half an hour on a daily
basis and actively follows several well-known and recognized brands. It has been seen that the
brand follower growth of Instagram increases from 6% to 8% each month. This is supported by
45DISSERTATION
the results obtained in the survey where it can be seen that the majority of the millennial
customers belong to age group 24-26 years. However, respondents who took part in the survey
also range from 20-23 years and 27 years and above thereby, signifying the craze and demand of
Instagram among millennial customers of all age groups.
Yi-Frazier et al. (2015) in the literature review section states that Instagram has to offer
several features for the active users as well as the brands that have made the social media highly
popular among the millennial customers. One of the most preferred features that Instagram has to
offer is their story telling feature. Floch and Jiang (2015) also support the aforementioned
statement that says that the story telling feature allows the users to tell or share their story with
their followers across the globe. The Instagram story telling feature has more than 400 million
daily users and it is inferred that marketers and brands have identified this as a strong advertising
platform and is estimated to generate $10.8 billion in ad revenue by the end of 2019. However,
Liebhart and Bernhardt (2017) and Roccanti and Garland (2015) begs to differ and says that
other than story telling feature, Instagram offers photo and video sharing features as well as hash
tagging posts provide an opportunity for the users to gather greater eyes and followers on the
content posted.
The results obtained from the data analysis indicate the significance and demand of the
story telling feature of Instagram in attracting millennial customers towards brands.
Approximately 26% of the respondents believe that the story telling feature of Instagram is
effective for attracting millennial customers. Approximately 22% of the respondents agree that
the story telling feature of Instagram is highly effective. Additionally, 22% and 18% of the
respondents agrees and strongly agrees respectively that good story telling feature of Instagram
makes the brands more attractive for the millennial customers. Moreover, 20% and 24% agrees
the results obtained in the survey where it can be seen that the majority of the millennial
customers belong to age group 24-26 years. However, respondents who took part in the survey
also range from 20-23 years and 27 years and above thereby, signifying the craze and demand of
Instagram among millennial customers of all age groups.
Yi-Frazier et al. (2015) in the literature review section states that Instagram has to offer
several features for the active users as well as the brands that have made the social media highly
popular among the millennial customers. One of the most preferred features that Instagram has to
offer is their story telling feature. Floch and Jiang (2015) also support the aforementioned
statement that says that the story telling feature allows the users to tell or share their story with
their followers across the globe. The Instagram story telling feature has more than 400 million
daily users and it is inferred that marketers and brands have identified this as a strong advertising
platform and is estimated to generate $10.8 billion in ad revenue by the end of 2019. However,
Liebhart and Bernhardt (2017) and Roccanti and Garland (2015) begs to differ and says that
other than story telling feature, Instagram offers photo and video sharing features as well as hash
tagging posts provide an opportunity for the users to gather greater eyes and followers on the
content posted.
The results obtained from the data analysis indicate the significance and demand of the
story telling feature of Instagram in attracting millennial customers towards brands.
Approximately 26% of the respondents believe that the story telling feature of Instagram is
effective for attracting millennial customers. Approximately 22% of the respondents agree that
the story telling feature of Instagram is highly effective. Additionally, 22% and 18% of the
respondents agrees and strongly agrees respectively that good story telling feature of Instagram
makes the brands more attractive for the millennial customers. Moreover, 20% and 24% agrees
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46DISSERTATION
and strongly agrees respectively that effective and appropriate story telling feature in Instagram
allows brands to generate leads and gain traffic significantly. Therefore, it can be implied that
results obtained in the data analysis section supports the views and opinions of different authors
mentioned in the literature review section. However, this is argued by Klassen et al. (2018) in the
literature review section that various features for promoting brands by creating customer desires
and awareness with storytelling and gratification features. Brands can use features of question
stickers for promoting themselves on Instagram and engage the millennial customers.
Kim, Seely and Jung (2017) in the literature review mentions that Instagram plays a
significant role in promoting brands for the millennial customers. Using Instagram provides an
opportunity to connect with the millennial customers, as it has the most active and engaged user
base. This is counter argued by Greer and Ferguson (2017) that states brands are able to engage
millennial customers 120 times more compared to other social media platforms. Instagram has
more than 8 million business accounts those post relevant information and advertises on a regular
basis. 82% of the fashion brands use call-to-actions and 30% of the users have purchased
something or the other they have discovered and followed and Instagram.
This is supported by the results obtained in the data analysis section that highlights that
30% and 40% agrees and strongly agrees respectively that Instagram ensures greater engagement
towards the brands among the millennial customers significantly. Additionally, 22% and 32%
agrees and strongly agrees respectively that the features offered by Instagram have the ability to
create sufficient desire about a brand among the millennial customers appropriately. Moreover,
32% and 32% agrees and strongly agrees respectively that Instagram have the ability in building
and helping user-generated content for brands. This is because the features offered by Instagram
are highly attractive and engaging. Therefore, it can be implied that results obtained in the data
and strongly agrees respectively that effective and appropriate story telling feature in Instagram
allows brands to generate leads and gain traffic significantly. Therefore, it can be implied that
results obtained in the data analysis section supports the views and opinions of different authors
mentioned in the literature review section. However, this is argued by Klassen et al. (2018) in the
literature review section that various features for promoting brands by creating customer desires
and awareness with storytelling and gratification features. Brands can use features of question
stickers for promoting themselves on Instagram and engage the millennial customers.
Kim, Seely and Jung (2017) in the literature review mentions that Instagram plays a
significant role in promoting brands for the millennial customers. Using Instagram provides an
opportunity to connect with the millennial customers, as it has the most active and engaged user
base. This is counter argued by Greer and Ferguson (2017) that states brands are able to engage
millennial customers 120 times more compared to other social media platforms. Instagram has
more than 8 million business accounts those post relevant information and advertises on a regular
basis. 82% of the fashion brands use call-to-actions and 30% of the users have purchased
something or the other they have discovered and followed and Instagram.
This is supported by the results obtained in the data analysis section that highlights that
30% and 40% agrees and strongly agrees respectively that Instagram ensures greater engagement
towards the brands among the millennial customers significantly. Additionally, 22% and 32%
agrees and strongly agrees respectively that the features offered by Instagram have the ability to
create sufficient desire about a brand among the millennial customers appropriately. Moreover,
32% and 32% agrees and strongly agrees respectively that Instagram have the ability in building
and helping user-generated content for brands. This is because the features offered by Instagram
are highly attractive and engaging. Therefore, it can be implied that results obtained in the data
47DISSERTATION
analysis section supports the views and opinions of different authors mentioned in the literature
review section.
Erkan (2015), Weber and Henderson (2014), Fitri (2018), Araujo, Neijens and
Vliegenthart (2017) in the literature review section mentions that Instagram has an estimated 500
million active millennial customers; brands are able to reach more customers by using Instagram
platform. Rise of similar kind of business organizations and brands have given rise to tough
competition that has made it significant for the brands to have a consistent customer base. Using
Instagram is an effective way for the brands to gather and keep the millennial customer base
engaged towards them. Instagram is also effective in promoting brands to millennial customers
because of the mobility it has to offer for the millennial customers millennial customers have
access to smart phones and majority of the time spent on mobile phones is spent on accessing
several mobile applications. Instagram was created to be a mobile phone application that is a
major advantage offered to the brands, as they can post stories and information on regular basis
and keep the millennial customers highly engaged thereby, increasing sales and business
successfully.
This is supported by the results obtained in the data analysis section that highlights that
22% and 26% agrees and strongly agrees respectively that Instagram have the ability to provide
instant satisfaction to the millennial customers. Additionally, 24% and 16% agrees and strongly
agrees respectively that the brands using Instagram as the medium of communicating with the
millennial customers gives reply to the responses instantly and immediately. Moreover, 24% and
34% agrees and strongly agrees respectively that Instagram have the ability to promote brands to
millennial customers effectively by ensuring instant satisfaction. Therefore, it can be implied that
results obtained in the data analysis section supports the views and opinions of different authors
analysis section supports the views and opinions of different authors mentioned in the literature
review section.
Erkan (2015), Weber and Henderson (2014), Fitri (2018), Araujo, Neijens and
Vliegenthart (2017) in the literature review section mentions that Instagram has an estimated 500
million active millennial customers; brands are able to reach more customers by using Instagram
platform. Rise of similar kind of business organizations and brands have given rise to tough
competition that has made it significant for the brands to have a consistent customer base. Using
Instagram is an effective way for the brands to gather and keep the millennial customer base
engaged towards them. Instagram is also effective in promoting brands to millennial customers
because of the mobility it has to offer for the millennial customers millennial customers have
access to smart phones and majority of the time spent on mobile phones is spent on accessing
several mobile applications. Instagram was created to be a mobile phone application that is a
major advantage offered to the brands, as they can post stories and information on regular basis
and keep the millennial customers highly engaged thereby, increasing sales and business
successfully.
This is supported by the results obtained in the data analysis section that highlights that
22% and 26% agrees and strongly agrees respectively that Instagram have the ability to provide
instant satisfaction to the millennial customers. Additionally, 24% and 16% agrees and strongly
agrees respectively that the brands using Instagram as the medium of communicating with the
millennial customers gives reply to the responses instantly and immediately. Moreover, 24% and
34% agrees and strongly agrees respectively that Instagram have the ability to promote brands to
millennial customers effectively by ensuring instant satisfaction. Therefore, it can be implied that
results obtained in the data analysis section supports the views and opinions of different authors
48DISSERTATION
mentioned in the literature review section. However, Colliander and Marder (2018), Loureiro
and Sarmento (2018) in the literature review argues saying that Instagram provides various
features for promoting brands by creating customer desires and awareness with storytelling and
gratification features. Brands can use features of question stickers for promoting themselves on
Instagram and engage the millennial customers.
5.2 Summary
Therefore, in this section, it can be summarized from the data analysis and the
interpretations that Instagram has taken the social media platform by storm and has gained huge
popularity recently. It can be said that Instagram even have the potential to surpass other social
media platforms such as Facebook, Snapchat and Twitter when it comes to attracting the
millennial customers towards any brand. Various features offered by Instagram is highly
appreciated and favored by the millennial customers that are used as a significant weapon by the
brands in attracting the millennial customers significantly.
mentioned in the literature review section. However, Colliander and Marder (2018), Loureiro
and Sarmento (2018) in the literature review argues saying that Instagram provides various
features for promoting brands by creating customer desires and awareness with storytelling and
gratification features. Brands can use features of question stickers for promoting themselves on
Instagram and engage the millennial customers.
5.2 Summary
Therefore, in this section, it can be summarized from the data analysis and the
interpretations that Instagram has taken the social media platform by storm and has gained huge
popularity recently. It can be said that Instagram even have the potential to surpass other social
media platforms such as Facebook, Snapchat and Twitter when it comes to attracting the
millennial customers towards any brand. Various features offered by Instagram is highly
appreciated and favored by the millennial customers that are used as a significant weapon by the
brands in attracting the millennial customers significantly.
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49DISSERTATION
Chapter 6: Conclusion and recommendations
6.0 Conclusion
From the above information and the findings, it can be concluded that since Instagram
have been launched, the online platform have become everyone’s favorite. Instagram is one of
the most preferred online platforms and is highly used by brands for generating and attracting
customers. The millennial customers are active and ardent users of Instagram and enjoy the
different features such as storytelling feature and uploading photos and videos offered by the
platform. Recently, Instagram have become favorable for the brands because of the added
features offered by them such as introducing business profiles, making money directly from the
business account, hash tagging feature that increases the visibility of the brands and offering
mobility successfully. From the results obtained in the data analysis, it can be said that Instagram
is effective in attracting millennial customers for the brands.
6.1 Linking with objectives
Objective 1: To investigate the effectiveness of Instagram storytelling feature for attracting
millennial
Objective 1 is linked with literature review sections 2.1 and 2.2. These two sections
provide relevant background information about Instagram and the various features including the
storytelling feature that it offers for the users. From the information provided, it can be said that
Instagram is highly preferred and used by millennial customers for following brands. On the
other hand, the three survey questions under objective 1 have been developed with the aim of
understanding the effectiveness of Instagram storytelling feature for attracting the millennial
customers.
Chapter 6: Conclusion and recommendations
6.0 Conclusion
From the above information and the findings, it can be concluded that since Instagram
have been launched, the online platform have become everyone’s favorite. Instagram is one of
the most preferred online platforms and is highly used by brands for generating and attracting
customers. The millennial customers are active and ardent users of Instagram and enjoy the
different features such as storytelling feature and uploading photos and videos offered by the
platform. Recently, Instagram have become favorable for the brands because of the added
features offered by them such as introducing business profiles, making money directly from the
business account, hash tagging feature that increases the visibility of the brands and offering
mobility successfully. From the results obtained in the data analysis, it can be said that Instagram
is effective in attracting millennial customers for the brands.
6.1 Linking with objectives
Objective 1: To investigate the effectiveness of Instagram storytelling feature for attracting
millennial
Objective 1 is linked with literature review sections 2.1 and 2.2. These two sections
provide relevant background information about Instagram and the various features including the
storytelling feature that it offers for the users. From the information provided, it can be said that
Instagram is highly preferred and used by millennial customers for following brands. On the
other hand, the three survey questions under objective 1 have been developed with the aim of
understanding the effectiveness of Instagram storytelling feature for attracting the millennial
customers.
50DISSERTATION
Objective 2: To determine the use of Instagram for creating customer desire that result in
brand reputation
Objective 2 is linked with literature review section 2.6. In this section information have
been provided in terms of Instagram and millennial customers that help in understanding the role
and effectiveness of Instagram for creating customer desire thereby, resulting in brand reputation
successfully. On the other hand, the three questions developed under objective 2 in the survey
questionnaire helps in understanding the use of Instagram in generating desire among the
millennial customers thereby, resulting in reputation of the brand appropriately. As a result, the
effectiveness of Instagram in attracting millennial customers towards brands can be understood
successfully.
Objective 3: To understand how Instagram influence in instant gratification
Objective 3 is linked with literature review sections 2.3 and 2.4. Both these sections
provide opinions and views of different authors that provide deeper understanding and in-sight
about the role of Instagram in influencing instant gratification. As a result, it is easy to
understand the progress that Instagram have made over the years and become the most preferred
online platform among the brands and the customers for generating followers and business. On
the other hand, the three questions developed under objective 3 in the survey questionnaire also
aim towards understanding the influence of Instagram in instant gratification thereby, promoting
brands to millennial customers effectively.
6.2 Recommendations
Some issues have been identified that affected the effectiveness of Instagram that needs
to be mitigated. The suitable recommendations for overcoming the issues are:
Objective 2: To determine the use of Instagram for creating customer desire that result in
brand reputation
Objective 2 is linked with literature review section 2.6. In this section information have
been provided in terms of Instagram and millennial customers that help in understanding the role
and effectiveness of Instagram for creating customer desire thereby, resulting in brand reputation
successfully. On the other hand, the three questions developed under objective 2 in the survey
questionnaire helps in understanding the use of Instagram in generating desire among the
millennial customers thereby, resulting in reputation of the brand appropriately. As a result, the
effectiveness of Instagram in attracting millennial customers towards brands can be understood
successfully.
Objective 3: To understand how Instagram influence in instant gratification
Objective 3 is linked with literature review sections 2.3 and 2.4. Both these sections
provide opinions and views of different authors that provide deeper understanding and in-sight
about the role of Instagram in influencing instant gratification. As a result, it is easy to
understand the progress that Instagram have made over the years and become the most preferred
online platform among the brands and the customers for generating followers and business. On
the other hand, the three questions developed under objective 3 in the survey questionnaire also
aim towards understanding the influence of Instagram in instant gratification thereby, promoting
brands to millennial customers effectively.
6.2 Recommendations
Some issues have been identified that affected the effectiveness of Instagram that needs
to be mitigated. The suitable recommendations for overcoming the issues are:
51DISSERTATION
Delivering what is being promised
The brands using Instagram as the platform for attracting millennial customers needs to
emphasize on the quality of the product. The brands need to make sure that they are delivering
the best to the millennial customers in terms of quality and not compromising with it under any
circumstances.
Posting updates at regular interval
Considering the tough competition among brands, it is advisable that the brands need to
post something or the other regularly so that the millennial customers are always engaged. This
will help in ensuring that the target customers are not looking for alternatives thereby, making
sure effective role of Instagram in attracting millennial customers.
Being spontaneous and prompt in responding to the customers
Being on Instagram provides a new level of competition for the brands and in order to
sustain the competition it is necessary for the brands to be spontaneous and prompt in relying and
responding to the customers. This will make the customers feel valued and significant and
attracting the millennial customers effectively.
6.3 Future scope of the study
This research has been conducted on both male and the female millennial customers of
age group varied aged groups from 24 years to 27 years and above with the majority of them
being students with a monthly income of 0-1000 GBP mainly. Additionally, the study has been
conducted on respondents who have been ardent user of Instagram. Therefore, in the future
research can be conducted by focusing on customers of all age groups who use Instagram for
Delivering what is being promised
The brands using Instagram as the platform for attracting millennial customers needs to
emphasize on the quality of the product. The brands need to make sure that they are delivering
the best to the millennial customers in terms of quality and not compromising with it under any
circumstances.
Posting updates at regular interval
Considering the tough competition among brands, it is advisable that the brands need to
post something or the other regularly so that the millennial customers are always engaged. This
will help in ensuring that the target customers are not looking for alternatives thereby, making
sure effective role of Instagram in attracting millennial customers.
Being spontaneous and prompt in responding to the customers
Being on Instagram provides a new level of competition for the brands and in order to
sustain the competition it is necessary for the brands to be spontaneous and prompt in relying and
responding to the customers. This will make the customers feel valued and significant and
attracting the millennial customers effectively.
6.3 Future scope of the study
This research has been conducted on both male and the female millennial customers of
age group varied aged groups from 24 years to 27 years and above with the majority of them
being students with a monthly income of 0-1000 GBP mainly. Additionally, the study has been
conducted on respondents who have been ardent user of Instagram. Therefore, in the future
research can be conducted by focusing on customers of all age groups who use Instagram for
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52DISSERTATION
following different brands. In this way, it will be easy to know the effectiveness of Instagram in
promoting brands to customers of all age groups and not only to the millennial customers.
following different brands. In this way, it will be easy to know the effectiveness of Instagram in
promoting brands to customers of all age groups and not only to the millennial customers.
53DISSERTATION
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influentials, information brokers and strong ties in building word-of-mouth for
brands. International Journal of Advertising, 36(3), pp.496-513.
Bakhshi, S., Shamma, D.A. and Gilbert, E., 2014, April. Faces engage us: Photos with faces
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Human Factors in Computing Systems (pp. 965-974). ACM.
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54DISSERTATION
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Behavior, 78, pp.34-43.
De Veirman, M. and Hudders, L., 2019. Disclosing sponsored Instagram posts: the role of
material connection with the brand and message-sidedness when disclosing covert
advertising. International Journal of Advertising, pp.1-37.
Erkan, I., 2015. Electronic word of mouth on Instagram: customers’ engagements with brands in
different sectors. International Journal of Management, Accounting and Economics, 2(12),
pp.1435-1444.
Fitri, F.R., 2018. The influence of celebrity endorsement in social media instagram on attitude
towards brand and brand image to customer purchase intention. Jurnal Akuntansi Manajemen
dan Ekonomi, 20(2), pp.7-17.
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project. Sage.
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death, social media, and platform vernacular. Information, Communication & Society, 18(3),
pp.255-268.
Greer, C.F. and Ferguson, D.A., 2017. The local TV station as an organizational self: Promoting
corporate image via Instagram. International Journal on Media Management, 19(4), pp.282-297.
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55DISSERTATION
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pp.552-556.
Hu, Y., Manikonda, L. and Kambhampati, S., 2014, May. What we instagram: A first analysis of
instagram photo content and user types. In Eighth International AAAI conference on weblogs and
social media.
Isaacs, A.N., 2014. An overview of qualitative research methodology for public health
researchers. International Journal of Medicine and Public Health, 4(4).
Jamshed, S., 2014. Qualitative research method-interviewing and observation. Journal of basic
and clinical pharmacy, 5(4), p.87.
Kim, D.H., Seely, N.K. and Jung, J.H., 2017. Do you prefer, Pinterest or Instagram? The role of
image-sharing SNSs and self-monitoring in enhancing ad effectiveness. Computers in Human
Behavior, 70, pp.535-543.
Klassen, K.M., Borleis, E.S., Brennan, L., Reid, M., McCaffrey, T.A. and Lim, M.S., 2018.
What people “like”: analysis of social media strategies used by food industry brands, lifestyle
brands, and health promotion organizations on Facebook and Instagram. Journal of medical
Internet research, 20(6), p.e10227.
Kumar, R., 2019. Research methodology: A step-by-step guide for beginners. Sage Publications
Limited.
Ledford, J.R. and Gast, D.L., 2018. Single case research methodology: Applications in special
education and behavioral sciences. Routledge.
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Motivations for using Instagram. Cyberpsychology, Behavior, and Social Networking, 18(9),
pp.552-556.
56DISSERTATION
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endorsement in online consumer-brand relationship: the context of Instagram. The role of word-
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Instagram, pp.1119-1129.
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Routledge.
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methods and choice based on the research. Perfusion, 30(7), pp.537-542.
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O’Donnell, N.H. and Willoughby, J.F., 2017. Photo-sharing social media for eHealth: analysing
perceived message effectiveness of sexual health information on Instagram. Journal of visual
communication in medicine, 40(4), pp.149-159.
Quinlan, C., Babin, B., Carr, J. and Griffin, M., 2019. Business research methods. South Western
Cengage.
Roccanti, R. and Garland, K., 2015. 21st century narratives: Using transmedia storytelling in the
language arts classroom. SIGNAL, 37(1), pp.16-20.
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Malaysian restaurant brands. E-Review of Tourism Research, 6, pp.1-5.
57DISSERTATION
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and contextual age. Computers in human Behavior, 58, pp.89-97.
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guidebook and resource. John Wiley & Sons.
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methodology in lean manufacturing. International Journal of Operations & Production
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pp.1372-1382.
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58DISSERTATION
Appendix 1
Survey questions
Demographic questions
What is your gender specification?
Male
Female
What is your age group?
18-20 years
21-23 years
24-26 years
27 years and above
What do you do?
Student
Fully employed
Part-time employed
What is your monthly income?
1000-2000 GBP
Appendix 1
Survey questions
Demographic questions
What is your gender specification?
Male
Female
What is your age group?
18-20 years
21-23 years
24-26 years
27 years and above
What do you do?
Student
Fully employed
Part-time employed
What is your monthly income?
1000-2000 GBP
59DISSERTATION
22,000-24,000 GBP
25,000-27,000 GBP
28,000 GBP and above
Are you an ardent user of Instagram?
Yes
No
Maybe
For what purpose do you use Instagram the most?
Posting photos and videos
Following public figures
Following brands
Objective 1: To investigate the effectiveness of Instagram storytelling feature for attracting
Millennial
Instagram story telling feature is effective to attract Millennial
a) Agree b) Disagree c) Neither agree/Neither disagree d) Strongly disagree e)
Strongly agree
Good storytelling feature makes the brand more attractive
22,000-24,000 GBP
25,000-27,000 GBP
28,000 GBP and above
Are you an ardent user of Instagram?
Yes
No
Maybe
For what purpose do you use Instagram the most?
Posting photos and videos
Following public figures
Following brands
Objective 1: To investigate the effectiveness of Instagram storytelling feature for attracting
Millennial
Instagram story telling feature is effective to attract Millennial
a) Agree b) Disagree c) Neither agree/Neither disagree d) Strongly disagree e)
Strongly agree
Good storytelling feature makes the brand more attractive
60DISSERTATION
a) Agree b) Disagree c) Neither agree/Neither disagree d) Strongly disagree e)
Strongly agree
Storytelling features allows brands to generate leads and gain traffic
a) Agree b) Disagree c) Neither agree/Neither disagree d) Strongly disagree e)
Strongly agree
Objective 2: To determine the use of Instagram for creating customer desire that result in
brand reputation
Instagram ensures greater engagement towards brands among Millennial
a) Agree b) Disagree c) Neither agree/Neither disagree d) Strongly disagree e)
Strongly agree
Instagram create sufficient desire about a brand among the Millennial
a) Agree b) Disagree c) Neither agree/Neither disagree d) Strongly disagree e)
Strongly agree
Instagram helps in building up user-generated content for brands
a) Agree b) Disagree c) Neither agree/Neither disagree d) Strongly disagree e)
Strongly agree
Objective 3: To understand how Instagram influence in instant gratification
Instagram provides instant satisfaction
a) Agree b) Disagree c) Neither agree/Neither disagree d) Strongly disagree e)
Strongly agree
Storytelling features allows brands to generate leads and gain traffic
a) Agree b) Disagree c) Neither agree/Neither disagree d) Strongly disagree e)
Strongly agree
Objective 2: To determine the use of Instagram for creating customer desire that result in
brand reputation
Instagram ensures greater engagement towards brands among Millennial
a) Agree b) Disagree c) Neither agree/Neither disagree d) Strongly disagree e)
Strongly agree
Instagram create sufficient desire about a brand among the Millennial
a) Agree b) Disagree c) Neither agree/Neither disagree d) Strongly disagree e)
Strongly agree
Instagram helps in building up user-generated content for brands
a) Agree b) Disagree c) Neither agree/Neither disagree d) Strongly disagree e)
Strongly agree
Objective 3: To understand how Instagram influence in instant gratification
Instagram provides instant satisfaction
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61DISSERTATION
a) Agree b) Disagree c) Neither agree/Neither disagree d) Strongly disagree e)
Strongly agree
The brands in Instagram provides instant reply to the Millennial
a) Agree b) Disagree c) Neither agree/Neither disagree d) Strongly disagree e)
Strongly agree
Instagram can promote brand to Millennial customers effectively by ensuring instant
satisfaction
a) Agree b) Disagree c) Neither agree/Neither disagree d) Strongly disagree e)
Strongly agree
a) Agree b) Disagree c) Neither agree/Neither disagree d) Strongly disagree e)
Strongly agree
The brands in Instagram provides instant reply to the Millennial
a) Agree b) Disagree c) Neither agree/Neither disagree d) Strongly disagree e)
Strongly agree
Instagram can promote brand to Millennial customers effectively by ensuring instant
satisfaction
a) Agree b) Disagree c) Neither agree/Neither disagree d) Strongly disagree e)
Strongly agree
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