Report on the Impact of Instagram on Zara and Nike Brand Awareness

This report analyzes the brand awareness strategies of Zara and Nike, focusing on their use of Instagram. It begins with a reflection on the interview process, discussing challenges faced and transferable skills gained by the interviewer. The report then delves into three articles exploring the impact of Instagram on brand image and marketing, providing summaries and reasons for trusting the sources. Task 6 outlines the aim, objectives, and research questions, followed by a review of scholarly literature. The aim is to assess the importance of brand awareness for Zara and Nike through Instagram. The report highlights the role of Instagram in building customer relationships, its impact on marketing, and its ability to enhance brand image, especially in the fashion industry. The research questions focus on the impact of Instagram on Zara and Nike's brand image. The report concludes by emphasizing the importance of Instagram in marketing, enabling organizations to understand customer perceptions and effectively promote their products through visual content and engagement.

Reflective report: Zara
and Nike

Table of Contents
TASK 4............................................................................................................................................1
As an interviewer........................................................................................................................1
Problems faced by me.................................................................................................................1
Transferable skills which has been gained..................................................................................2
Good and bad that I faced during interview................................................................................2
TASK 5............................................................................................................................................2
Article 1.......................................................................................................................................2
Article 2.......................................................................................................................................3
Article 3.......................................................................................................................................3
Reasons to consider article as authoritative................................................................................3
Summary of the article................................................................................................................4
Reasons for trusting articles........................................................................................................4
Brief summary.............................................................................................................................4
TASK 6............................................................................................................................................5
Aim..............................................................................................................................................5
Objective.....................................................................................................................................5
Research questions......................................................................................................................5
Scholarly literature......................................................................................................................5
Research approach and research strategy........................................................................................6
Sources which has been used, how you intend to investigate and analyses this data
how you intend to present your findings.....................................................................................8
Ethical issues face by researcher.................................................................................................8
REFERENCES..............................................................................................................................10

TASK 4
As an interviewer
As an interviewer, my main role is to hire candidates who will be effective enough to
support the organization in achieving the goals and objectives. In this context, many candidates
take part in the job interview and in order to fill up the vacant position it is my responsibility to
find the most suitable candidate.
So as to find candidates the interview has to be planned for different rounds. With this
respect, the interview has been scheduled with three rounds. The first round is online test in
which the mental capability will be know of the candidate. This will be helpful in eliminating the
candidates who are not mentally strong. Scheduling a proper time span in which they will be able
to make all the candidate appear for the exam. In case the organization needs only two can
candidates, then there are situations in which more than 100 candidates may appear. I have to
schedule online test and after the test candidates who have reached the minimum expected marks
will be taken to next round which is group interview. Candidates who have communication
skills, who have knowledge and who possess leadership skills will be selected. After group
discussion, selected candidates will be called up for personal interview and I have to make sure
that I selected candidates who possess skills like communication, confidence, knowledge, and
knowledge regarding post. This is one of the most difficult task, if the candidate selected is not
effective enough, then it would affect the firm negatively.
Problems faced by me
There are many issues faced during the interview process. Following are few of them:
Interviews are too short or too long: I was facing difficulty in managing time for taking
interview for all the candidates. As the there were candidates who were taking more time and
some were finishing up very quickly. In such cases, I was finding difficulty in managing time
equally with all the candidates as I had stimulated time in which I had to interview lot of people.
And in the given time I was finding difficulty in selecting the most suitable employee for the
organization.
No scoring sheet: When interviews were conducted, among the problems, one of the problems
which I faced was not having proper record of performance sheet in which they could be ranked
so that they will be able make a proper decision in selecting the right candidate. In had the
scoring sheet but there were cases in which I failed to make it.
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No argument on good answer: There were candidates who were giving remarkable answers for
my questions but I was facing difficulty in appreciating for the answers which they gave me.
Transferable skills which has been gained
Transferable skills can be defined as the skills which can be taken or gained for a
situation. According to the skills following are the skills which I possessed through the situation:
Creativity: When I ask questions, the candidates try to provide me with unique answers
and this has helped by to get to know regrading the type of answers which can be given of a
single question.
Analysing: It is very important to analyse the candidates and to find suitable candidate
and through this situation I am now able to analyse people and am able to understand the skills
which the candidate possess.
Interpret: I am now able to interpret the candidates who will be able to present good in
the interview. This skill is very helpful in selecting candidates effectively.
Good and bad that I faced during interview
Good things which I experience b y taking interview is that I got to interact young people
and the way they think and their expectation for life, etc. In addition to this I got to learn new
things like analysing people, understanding their capabilities, etc.
On the other hand, the bad thing happened was, I was not able to manage time because of
which I was not able to give proper time to candidates. Further, there capable candidates but just
because I did not use the score paper, I was not able to select few of the capable candidates. In
order to improve it, I will make sure that I will use the score paper and will make a proper
schedule so that time may be utilized effectively and efficiently.
TASK 5
Article 1
The present article has been done on How the utilization of Instagram builds and
maintains customer relationships. It can be reviewed from the article that with the increase in
social media and smart phones, it has opened up a new opportunity for the business
organizations. Companies are new able to make their promotions and are able to make aware
customers regarding their product and services with the help of internet. Further, it also provides
the organization with wide range of opportunity and among the opportunity one the best source
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is through Instagram (Thamwika and Lisa, 2016). Moreover, Instagram develops platform where
firm can share the image of the product which they want to deliver to customers. The result has
shown that when image is been posted, then it is very helpful to evoke different levels of user
interactions and it is very helpful in developing brand image among customers mind towards the
organization and product.
Article 2
The present article has been done on Marketing through Instagram. Through this article it
can be stated that social media is a wave for the future and organizations should make use of
social websites so as to increase their brand image (Kalsson, 2015). In this context, companies
with the help of Instagram are able to capture attention of the viewers by posting images if the
products. Further, it allows people to people marketing as well as companies to consumer
marketing with the help of social media and it can completely eliminated middleman in
advertisement. Lastly, it can be stated that sources like instragram has boosted up the marketing
and has enabled the firm to make their products repositioning and in developing brand image.
Article 3
The present article has been done on Business Set Up for Branding Strategies on Social
Media – Instagram. For the study made, it can be stated that with the advancement of
smartphones, it has enabled the organizations to gain publicity and popularity through Instagram
as a social networking site (Zulkifli and Safiee, 2015). Through Instagram companies get the
opportunity to post up the image of product and they get to know the response of customers
towards the product. For the article it has been concluded that brand image of organization gets
positively improved by the use of instragram as it enable to know the customer's perception
towards the brand and companies can make changes accordingly.
Reasons to consider article as authoritative
First article, provides deep insight and it helpful to gain understanding and it helpful in
developing knowledge regarding the topic. Further, the information provided in the article was
easy to understand. Moreover, it enables to provide vast information regarding Instagram and its
importance in developing brand image.
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Second article, is very helpful in clearly defining the improvement and the increase in use
of smartphones and internet. The in depth study has helped the reader to understand the complex
topic easily and effectively. The reference done in the article shows that the data can relied on.
Third article, through the article reader is able to identify the problem and understand the
solution given by the researcher. Further, this article is helpful enough to increase the knowledge
and understand towards the topic. The depth study helps the research to get data related to
increase of business through Instagram
Summary of the article
The first article is very helpful determining the different ways through which
organization can make use of Instagram so as to increase their sales. Second article benefits
which organization gets with the help of Instagram and in developing brand image of the
companies. Last article is helpful in making marketing with the help of Instagram and using it
effectively in improving the brand image of the firm.
Reasons for trusting articles
In order to conduct an article, the researcher has to go through different analysis and
collect with the help of which research objectives can be found out. By analysing different data
reader is able to understand the impact of the research done and is also able to get proper
outcome through analysing different articles.
Brief summary
For the three articles, it can be summarized that the increase in use of smartphones and
internet has boost up a new way for marketing. Organization get to know the customer's
perception towards the product and firm. The main advantage which organization get the
opportunity to post their image of the product and helps in getting the customer's perception
towards the product and firm. This is one of the most effective source which enable to know the
customers expectations towards the product. Further, it provides opportunity from people to
people marketing and company to consumer marketing. There is no word of mouth involved as
Instagram allows only posting of images. The number of followers will help in knowing the
likeliness for the image of product which has been posted on Instagram. Lastly, it can be stated
that brand image is highly influenced by the use of Instagram as social networking site.
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TASK 6
Aim
“To assess the importance of brand awareness for Zara and Nike through Instagram”
Objective
 To understand the concept of brand image
 To determine the impact for Zara and Nike by developing brand image through Instagram
Research questions
 What is the impact for Zara and Nike by developing brand image through Instagram?
Scholarly literature
Nummila, M., 2015. Successful social media marketing on Instagram. [Online]. Available
through:< https://www.theseus.fi/bitstream/handle/10024/98853/THESIS_MIA
%20NUMMILA_FINAL.pdf?sequence=1 > [Accessed on 21st April 2016].
This aims at understanding the successful social media marketing on Instagram
Jonatan, S. and Oskar, O., 2015. Open-source Branding: How consumers develop a
Corporate Brand Image through Instagram. [Online]. Available through:<
https://lup.lub.lu.se/student-papers/search/publication/7862109> [Accessed on 21st April
2016].
this study focus on How consumers develop a Corporate Brand Image through Instagram
Sheldon, P. and Bryant, K., 2016. Instagram: Motives for its use and relationship to
narcissism and contextual age. Computers in Human Behavior. 58. pp.89-97. focuses on
Instagram: Motives for its use and relationship to narcissism and contextual age
Siiri, M. and Thuy, V., 2016. Storytelling marketing and its impact on developing company
brand identity, case company Zara. [Online]. Available through:<
https://publications.theseus.fi/bitstream/handle/10024/82883/Thuy_Vu_and_Siiri_Medina.p
df?sequence=1> [Accessed on 21st April 2016].
aims at Storytelling marketing and its impact on developing company brand identity, case
company Zara
Geurin-Eagleman, A. N. and Burch, L. M., 2016. Communicating via photographs: A
gendered analysis of Olympic athletes’ visual self-presentation on Instagram. Sport
management review. 19. pp.133-145.
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this article studies regarding Communicating via photographs: A gendered analysis of Olympic
athletes’ visual self-presentation on Instagram
Manikondad, L., Venkatesan, R. and Kambhampati, S., 2016. Trending Chic: Analyzing the
Influence of Social Media on Fashion Brands. [Online]. Available through:<
http://arxiv.org/pdf/1512.01174.pdf> [Accessed on 21st April 2016].
Social and Information Networks. focuses on Analysing the Influence of Social Media on
Fashion Brands
Carah, N., 2014. Brands and Instagram: Point, tap, swipe, glance. [Online]. Available
through:<http://mmc.sagepub.com/content/early/2015/08/12/2050157915598180> [Accessed
on 21st April 2016].
conducts detailed study on Brands and Instagram: Point, tap, swipe, glance
Thamwika, B. and Lisa, B., 2016. Marketing and PR in Social Media: How the utilization of
Instagram builds and maintains customer relationships. [Online]. Available
through:<http://www.diva-portal.org/smash/get/diva2:625012/FULLTEXT01.pdf-
date=2013-publisher=Stockholm> [Accessed on 21st April 2016].
conducts detailed study on How the utilization of Instagram builds and maintains customer
relationships
Kalsson, M. K., 2015. Marketing through Instagram. Domainican University of California.
aims at Marketing through Instagram. [Online]. Available
through:<http://scholar.dominican.edu/scw/scw2016/AllConference/104/> [Accessed on
21st April 2016].
Zulkifli, A. L. and Safiee. A. S., 2015. New Business Set Up for Branding Strategies on
Social Media – Instagram. The Third Information Systems International Conference 2015.
72. pp.13-23.
focuses on Business Set Up for Branding Strategies on Social Media – Instagram.
Research approach and research strategy
Following are the different types of data which will be followed in order to make the
research effective:
Data collection: There are mainly two type of sources with the help of which data can be
collected which are secondary and primary data (Riedl, Davis and Hevner, 2014). In accordance
with the research, secondary data will be collected. Secondary data can be defined as a tool
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which enable the researcher to gather information for the research done by others. In simple
words it is the data which has been already collected by someone else. In addition to this, data
will be collected regarding the brand image with the help of various websites, books, journals,
articles, blogs, etc. (Clarke and Fujimura, 2014). Further, it will also help in determining the
areas through which organization will be able to develop brand image among the mind of
customers towards the product.
Thus, it can be stated that with the help of secondary data, researcher will be able to make
their achieve their research objectives effectively and efficiently.
Research approach: This can be defined as a process through which researcher will be able to
define new specific subjects or existing topic into more relevant tool (Green, Camilli and
Elmore, 2012). Further, it helps the researcher to in completing the whole investigation has to be
done either specific to general. In accordance with the given research questions, the topic will be
covered by specific to general. This can be determined into two types which are inductive and
deductive. There are many researches done of brand image but on instagram it is very less.
Inductive theory will be adopted for the given topic. The main reason for selecting inductive
theory is that the investigation will go from specific to general. Research done on Instagram is
new and so the with the help of inductive, research will be able to make achieve the research
objectives.
Research type: There two types through which in research type, which are qualitative and
quantitative. Among the two, qualitative research will be conducted (Beurze, Donders and
Verbeek, 2013). In order to understand the topic in an effective manner qualitative research will
enable to know about brand image. Further, in order to know the impact of brand image, this
research will be helpful as different organization have different types of strategies. This topic,
Instagram which is the latest technique in which organization can only post the image of their
product and can easily know their customers perception. In this context, qualitative research will
be helpful in making this types of research in an appropriate manner.
Research design: This enable to make the whole research on an systematic manner. It is based
on the subjective and numerical investigation. According to the given case, the researcher will
make use of exploratory analysis (Gale, Heath and Redwood, 2013). As the topic is new and
with the help of this analysis researcher will be able to make their finding in an appropriate
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manner. Through this the basic concept of brand image, use of strategies by different
organizations in order to develop brand image. Further, it also helps the organization to achieve
their goals and objectives.
Data analysis: As per the analysis done it can be stated that researcher will make use of
qualitative research. This enable to make collection of numeric and theoretical data. In order to
make the data analysis effective, thematic which be helpful in analysing the collected data in an
efficient manner (Walter and Andersen, 2013). In addition to this, thematics is also helpful in
examining the subjective information. With this respect, this will help in covering different types
of graphs, diagram and chats which will enable the researcher to understand the collected data
effectively and in coming up with a conclusion for the research. This can also be stated as one of
the best tool in analysing primary information but in this case there is no primary been collected.
When questionnaires are developed and distributed and in order to understand the information
directly is very difficult, but through the help of thematic, it becomes very easy. There are cases
in which data has to be collected for about 100 or more than that. In such cases, thematic enable
to make the research easy and more effective. Thus, it can be stated that researcher will be able
provide proper justification for the research which has been conducted.
Sources which has been used, how you intend to investigate and analyses this data
how you intend to present your findings
In order to collect the data books, journals, articles, etc. will be considered and it will be
helpful enough to provide appropriate justification for the findings. Data for these sources has
already been collected by various researchers and stating these data will be effective enough to
get most appropriate data. In addition to this, themes has been developed and it is very helpful in
analysing the collected and in coming up with suitable solution for the given research objectives.
Ethical issues face by researcher
There are many issues which are faced by researcher while conducting the research.
Following are few of the issues:
Plagiarism: All the data collected for secondary research and it becomes very difficult to
make the analysis of understanding the topic and to write it in their own language (Harriss and
Atkinson, 2013). There are many cases in which plagiarism issues are been found in many of the
researchers conducted. This types of issues arises when researcher makes the data similar to the
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data collected by someone else. Researchers copy the examples given by other researchers and
this increases the causes of plagiarism issues.
Authentic: In secondary data, it is important for the researcher to collect data which is
authentic. In order to be authentic there are five types of element which should be there. These
elements are Insight, the data should be clear and the reader should be able to understand it
(Ritchie, Lewis and Ormston, 2013). Simplicity, the research should be complex but the research
should get benefited through it. Depth, it should have an depth analysis done. Relevance, in order
to be relevant the researcher should provide proper sourcing so that it look relevant.
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REFERENCES
Books and Journals
Beurze, S. M., Donders, A. R. T. and Verbeek, A. L., 2013. Statistics anxiety: a barrier for
education in research methodology for medical students?. Medical Science Educator.
23(3). pp.377-384.
Carah, N., 2014. Brands and Instagram: Point, tap, swipe, glance. [Online]. Available
through:<http://mmc.sagepub.com/content/early/2015/08/12/2050157915598180>
[Accessed on 21st April 2016].
Clarke, A. E. and Fujimura, J. H. eds., 2014. The right tools for the job: At work in twentieth-
century life sciences. Princeton University Press.
Gale, N. K., Heath, G. and Redwood, S., 2013. Using the framework method for the analysis of
qualitative data in multi-disciplinary health research. BMC medical research methodology.
13(1). pp.117.
Geurin-Eagleman, A. N. and Burch, L. M., 2016. Communicating via photographs: A gendered
analysis of Olympic athletes’ visual self-presentation on Instagram. Sport management
review. 19. pp.133-145.
Green, J. L., Camilli, G. and Elmore, P. B., 2012. Handbook of complementary methods in
education research. Routledge.
Harriss, D. J. and Atkinson, G., 2013. Ethical standards in sport and exercise science research:
2014 update. Int J Sports Med. 34(12). pp.1025-1028.
Jonatan, S. and Oskar, O., 2015. Open-source Branding: How consumers develop a Corporate
Brand Image through Instagram. [Online]. Available through:<
https://lup.lub.lu.se/student-papers/search/publication/7862109> [Accessed on 21st April
2016].
Kalsson, M. K., 2015. Marketing through Instagram. Domainican University of California. aims
at Marketing through Instagram. [Online]. Available
through:<http://scholar.dominican.edu/scw/scw2016/AllConference/104/> [Accessed on
21st April 2016].
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