Investigating Instagram's Brand Promotion Strategies for Millennials

This report investigates the effectiveness of Instagram as a brand promotion tool, specifically targeting millennial customers. It explores Instagram's features, such as storytelling, and how they influence customer desire and brand reputation. The research methodology employs a positivist phi...Read More

HOW INSTAGRAM
EFFECTIVELY CAN PROMOTE
THE BRAND TO MILLENNIAL
CUSTOMERS

INTRODUCTION
 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 (Hu,
Manikonda and Kambhampati 2014).

 Aim: The aim of the research is to investigate how Instagram
effectively can promote the brand to millennial customers.
 Objectives:
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

LITERATURE REVIEW
 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 (Bakhshi,
Shamma and Gilbert 2014).

 Role of Instagram in promoting brands (Kim, Seely
and Jung 2017)
 Effectiveness of Instagram in promoting brands
(Weber and Henderson 2014)
 Issues affecting the effectiveness of Instagram
(O’Donnell and Willoughby 2017)
 Instagram and millennial customers
 Research gap

RESEARCH METHODOLOGY
 Research philosophy: Positivism Silverman 2016)
 Research approach: Deductive
 Research design: Descriptive (Alvesson and
Skoldberg 2017)
 Research strategy: Survey (Ledford and Gast 2018)

 Sampling technique and sample size: Simple random
probability sampling technique, 50 millennial customers
are the samples taken (Quinlan et al. 2019).
 Data collection process: Primary data collection process
(Jamshed 2014)
 Data analysis technique: Quantitative analysis technique

 Accessibility issues: Time and budget constraints
 Ethical considerations:
Data confidentiality
Willing participation
Colleting data from original sources
Saying no to data manipulation
Causing no harm to the surrounding environment
Using the collected information only for academic purposes.

DATA ANALYSIS

CONCLUSION
 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.

 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.
 Data analysis and the interpretations that Instagram has
taken the social media platform by storm and has gained
huge popularity recently.

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