Impact of Instagram in Fashion Media

Added on - Dec 2020

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Research Project (B)
Table of ContentsTITLE.............................................................................................................................................1CHAPTER 1: INTRODUCTION...................................................................................................11.1 Research Aim and Rationale.................................................................................................11.2 Research Questions...............................................................................................................21.3 Research Objectives..............................................................................................................21.4 Significance of the research.................................................................................................2CHAPTER 2: LITERATURE REVIEW........................................................................................32.1 Introduction of Literature Review.........................................................................................32.2 Main Body............................................................................................................................32.3 Conclusion of Literature Review..........................................................................................4CHAPTER 3: RESEARCH METHODOLOGY............................................................................53.1 Research Philosophy.............................................................................................................53.2 Research Approach...............................................................................................................53.3 Research Strategy/Methods...................................................................................................53.4 Research Methodology.........................................................................................................53.5 Research Instrument/Tools....................................................................................................63.6 Sampling...............................................................................................................................63.6.1 Identifying Population and research sites......................................................................63.6.2 Sampling Strategy.........................................................................................................73.7 Ethical Implications..............................................................................................................7CHAPTER 4: FINDINGS...............................................................................................................7CHAPTER 5: DISCUSSION........................................................................................................18CHAPTER 6: CONCLUSION, RECOMMENDATIONS AND IMPLICATIONS FORFURTHER RESEARCH...............................................................................................................20REFERENCES................................................................................................................................1.........................................................................................................................................................2
TITLE“To investigate the Impact of Instagram in Fashion Media”. A study onJohnlewis.CHAPTER 1: INTRODUCTIONInstagram introduces as a free, online photo-sharing application and also social networkplatform acquired by Facebook in 2012. It allows somebody to edit and upload short videos andphotos via a mobile application. Instagram is not only a platform for an individual, but also foran organisation. Along with this, photo-sharing app provides an opportunities for companies tpstart a free business account with purpose to promote their products and brand(Bartlett, Cole andRocamora, 2013). For this report, given organisation is John lewis which is a chain of high-enddepartment stores, supermarkets, convenience stores and home stores operating throughout theUK. It was founded in 1864 by John Lewis in London, United Kingdom. Company mainlyspecialise in selling of shoes, clothing, and accessories for women and men.Instagram hasimpacted various prospect of the fashion industry from the means people purchase, to howunique designers are discovered and how brands related to the fashion industry are marketthemselves. Instagram is a best marketing tool used by almost every organisation to promotetheir product. This tool will also help aJohn Lewis to promote their all products and encouragecustomer's attraction towards brand.1.1 Research Aim and RationaleResearch Aim:Main aim of this research is“To investigate the Impact of Instagram in Fashion Media”.A study onJohn Lewis.Rationale of the researchMain reason behind selecting this topic or research is to investigate impact of Instagramon Fashion media. It is a biggest topic that help in academic as well as practical way. Inacademic, with the help of this topic, company can easily advertise their products amongcustomers(Cao, Meister and Klante, 2014). Thus, it will be more essential for John Lewis toincrease customer base and market share also. In practical way, this study will support aninvestigator by increasing its data collection skills, data analysis skill, data interpretation skilland literature review skill. All these type of skills will assist a researcher to carry out eachactivities of study in systematic and proper manner.1
1.2 Research QuestionsWhat arethe concept of Instagram?What are impact ofInstagram in Fashion Media?What are the importance of Instagram forJohn Lewis as fashion media or marketingtool?1.3 Research ObjectivesTo study about the concept of Instagram.To Identify impact ofInstagram in Fashion Media.To identify the importance of Instagram forJohn Lewis as fashion media tool.1.4 Significance of the researchThis research is based on the Impact of Instagram in fashion media within anorganisation. It is a biggest topic which will help an organisation to advertise their brand andproducts in marketplace and among customers(Casaló, Flavián and Ibáñez-Sánchez, 2017). Thisstudy will help an organisation by increasing awareness among customers towards their brand orproducts. It will also assist potential and regular customer ofJohn Lewis by increasing itsunderstanding about the feature and quality of products.2
CHAPTER 2: LITERATURE REVIEW2.1 Introduction of Literature ReviewLiterature review is a comprehensive or extensive summary of past study on a specificresearch topic. It is a systematic, explicit, reproducible and useful method for evaluating existingbody of finished and recorded task produced by researcher. In addition, literature reviewintroduces as a in-depth and critical evaluation of past study. It is a detail summary and synopsisof a specific field of research(Çelik, 2016). Main purpose of literature review is determineinconstancies which is mainly related with conflict and gaps in previous studies. This section ofresearch project is more essential and useful for researcher because with the assist of these, theycan easily identify in-depth and accurate information about the impact of Instagram in fashionmedia within an organisation. Along with, each objectives of research paper must be addressedin this section in systematic and accurate manner.2.2 Main BodyThe concept of InstagramAccording to the Vangie Beal, 2019, Instagram introduces as an application used bysomebody sharing online video, photos, content etc. In addition, it is a social network platformfollowed by many organisation to promote their products and services. Instagram was started inSan Francisco by Mike Krieger and Kevin Systrom, who initially proved developing a platformakin to foursquare but them moved their attention or tending exclusively to sharing of photo.Main purpose or motive of Instagram from the point of view of an organisation is to createsomebody spend as long as possible on the application.Thus, Instagram is considered to be the essential platform of social media for engagementof customers towards specific brand of an organisation. An Instagram business visibility is a freefeature that Instagram provides to companies that need their accounts to be acknowledged asbusinesses. It is useful tool for every organisation because with the use of this, company caneasily promote their brand and products, and also increase customer based.The impact ofInstagram in Fashion MediaAccording tothe Sitanshi Talati Parikh, 2018, Instagram has become favourite digitalplayground of fashion media. It help in transforming how consumer and brands interact witheach other. Along with this, media includes every narrowcasting and broadcasting medium such3
as TV, magazines, direct mail, billboards, fax, internet, telephone, newspapers etc. For this,Instagram introduces as a best medium which will help an organisation to promote their productsor services. There are different features of Instagram used by fashion industry to advertise theirproducts such as video feature, photo feature etc. All theses features will assist an organisation toattract large number of customers within given time duration.Instagram as a social media toolwill help John Lewis company to show case their products to their customers and persuades themto buy it. As with its new feature of Instagram stories it can add videos of their fashion eventsand largely attracts the customer on a a larger scale and thereby enhances the brand image of thecompany. Hence there is a positive impact of Instar gram on John Lewis as a fashion media tool.The importance of Instagram forJohn Lewis as fashion media toolAccording to Brandi, 2018. With the increasing trend of social media platforms,Instagram is a vital tool for John Lewis to create brand awareness and attracts customers towardsit product. Branding can be done easily by the respective company by uploading videos andimages that would be more appealing to the customers. This will persuade and attract thecustomers towards the product. Therefore fashion labels have been on various social mediaplatforms as with its core strength of visual story telling it has greatly enhanced the fashionmarket. Moreover lot of fashion events and fashion weeks will consist of new collection offashionable outfits, with these Instagram stories John Lewis can make customers a part of it andconnect the potential clients with the potential brand. Apart from this greatest feature onInstagram is about choosing the right hashtags which will allow the respective company toexpand their reach on social media and build a loyal follow-on base. These hashtags that theInstagram users associate with their brand will allow to them to target new audiences. Thesefeatures of the Instagram stories will help John Lewis to use Instagram as a fashion media tooland enhance the brand image of the company.2.3 Conclusion of Literature ReviewFrom the above mentioned information, it has been concluded, literature review is mostuseful section of research project(Cooley and Parks-Yancy, 2019). With the help of this section,a researcher were easily addressed each objectives of research in accurate manner. Along withthis, Instagram has been used by an organisation to advertise their products and services amongcustomers. It is essential tool for a fashion industry because with the use of this, they can easilyincrease their brand image and market share also within a specific time duration.4
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