Proposal: Instagram as a Brand Promotion Tool for Millennials

This report is a proposal investigating how Instagram can effectively promote brands to millennial customers. It addresses the problem of increased competition and the need for brands to attract this highly active demographic. The research aims to understand Instagram's effectiveness as a brand promotion tool, analyze key factors influencing its success, determine the role of storytelling in creating customer desire, and compare its effectiveness to other online platforms. The research includes specific objectives, questions, and hypotheses. The proposed methodology involves a deductive approach, survey research strategy, descriptive design, and positivism philosophy, with a sample of 100 millennial Instagram users. Data analysis will utilize descriptive and inferential analysis techniques, including correlation and regression analysis, to assess the relationship between Instagram use and brand attraction, ultimately accepting or rejecting the null hypothesis.

Running head: PROPOSAL
How Instagram Effectively can Promote the Brand to Millennia’s customers
Name of the Student:
Name of the University:
Author’s Note

1PROPOSAL
Table of Contents
Topic................................................................................................................................................2
Problem statement...........................................................................................................................2
Research aim....................................................................................................................................2
Research objectives.........................................................................................................................2
Research questions...........................................................................................................................3
Research hypotheses........................................................................................................................3
Research rationale............................................................................................................................4
Proposed research methodology......................................................................................................4
References........................................................................................................................................5

2PROPOSAL
Topic
To investigate how Instagram effectively can promote the brand to millennia’s customers
Problem statement
Increased number of similar brands offering more or less similar types of products and
services has given rise to tough competition. As the customers have increased number of options
for them, it is difficult for the brands to attract the millennial customers. As the term indicates,
the customers are highly active and present over various social media platforms that give them
access to wide range of brand options for selecting and purchasing (Naumovska 2017).
Therefore, it is a problem for Instagram for keeping them more effective than other social media
platforms in attracting the millennial customers towards the brands (Bowen and Chen McCain
2015).
Research aim
This research is conducted with the aim of investigating how Instagram effectively can
promote the brand to millennia’s customers
Research objectives
The research objectives are:
 To understand the use of Instagram as an effective tool for promoting brand to millennial
customers
 To critically analyze the factors that indicates that Instagram is an effective platform for
attracting millennia’s

3PROPOSAL
 To determine the role of Instagram’s story telling facility for creating customer desire and
attracting millennia’s and building reputation
 To ensure that Instagram is better than other online platforms for attracting millennia’s
towards brands
Research questions
The research questions are:
 What is the use of Instagram as an effective tool for promoting brand to millennial
customers?
 What are the factors that indicate that Instagram is an effective platform for attracting
millennia’s?
 What is the role of Instagram’s story telling facility for creating customer desire and
attracting millennia’s and building reputation?
 How can it be said that Instagram is better than other online platforms for attracting
millennia’s towards brands?
Research hypotheses
The hypotheses of the research are:
H0: Instagram cannot promote brand to millennial customers effectively
H1: Instagram can promote brand to millennial customers effectively

4PROPOSAL
Research rationale
Undertaking this research is significant because this will help in determining the
effectiveness of Instagram in promoting brands to millennial customers. As a result, it will be
easy to identify the main factors that make Instagram more effective compared to other social
media platforms when it comes to attracting brands (Higgins, Wolf and Wolf 2016). In addition
to, undertaking the research will help in reviewing the effectiveness of different facilities offered
by Instagram such as story telling for influencing the millennial customers and creating their
desire about the brands. The research will also help in determining how Instagram is better than
other online platforms in attracting millennial customers for brands (Astuti and Putri 2018).
Proposed research methodology
For investigating how Instagram can promote the brand to the millennial customers
effectively, deductive approach, survey research strategy, descriptive design and positivism
philosophy will be used. In accordance with these methodologies, 100 millennial users using
Instagram will be selected as the size of the sample using simple random probability sampling
technique in order to investigate how Instagram can promote the brand to the millennial
customers effectively. The survey responses collected from the millennial customers will be
analyzed using both descriptive analysis and inferential analysis, that is, co-relation and
regression analysis that will help in assessing the relationship between use of online applications
such as Instagram and brand attraction and accepting or rejecting the null hypothesis based on p-
value obtained.

5PROPOSAL
References
Astuti, B. and Putri, A.P., 2018. Analysis on the Effect of Instagram Use on Consumer Purchase
Intensity. Review of Integrative Business and Economics Research, 7, pp.24-38.
Bowen, J.T. and Chen McCain, S.L., 2015. Transitioning loyalty programs: A commentary on
“the relationship between customer loyalty and customer satisfaction”. International Journal of
Contemporary Hospitality Management, 27(3), pp.415-430.
Higgins, L.M., Wolf, M.M. and Wolf, M.J., 2016. Wine on facebook: A look at millennials’
wine information search. In Successful social media and ecommerce strategies in the wine
industry (pp. 13-29). Palgrave Macmillan, New York.
Naumovska, L., 2017. Marketing communication strategies for generation Y–
millennials. Business Management and Strategy, 8(1), pp.123-133.