How Instagram effectively can promote the brand to millennial customers

Running head: DISSERTATION
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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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.

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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

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customers that are used as a significant weapon by the brands in attracting the millennial
customers significantly.

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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

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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

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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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Appendix 1.....................................................................................................................................57
Survey questions........................................................................................................................57