Research Project: Impact of Instagram in Fashion Media (John Lewis)

This report investigates the impact of Instagram on fashion media, with a specific focus on the department store John Lewis. The research begins with an introduction outlining the research aim, rationale, research questions, and objectives, followed by a literature review that explores the concept of Instagram, its impact on fashion media, and its importance for John Lewis. The methodology section details the research philosophy, approach, strategy, and ethical considerations. The report then presents the findings and a discussion of the results. The study employs a qualitative research approach, using an inductive approach to develop a new theory from collected information. The data analysis utilizes a thematic approach to interpret and present the findings, ensuring ethical considerations are maintained throughout the research process. The conclusion summarizes the key findings, offers recommendations, and suggests areas for further research, highlighting Instagram's role in brand awareness and customer engagement within the fashion industry.

Research Project (B)

Table of Contents
TITLE .............................................................................................................................................1
CHAPTER 1: INTRODUCTION ...................................................................................................1
1.1 Research Aim and Rationale.................................................................................................1
1.2 Research Questions...............................................................................................................2
1.3 Research Objectives..............................................................................................................2
1.4 Significance of the research .................................................................................................2
CHAPTER 2: LITERATURE REVIEW ........................................................................................3
2.1 Introduction of Literature Review.........................................................................................3
2.2 Main Body ............................................................................................................................3
2.3 Conclusion of Literature Review..........................................................................................4
CHAPTER 3: RESEARCH METHODOLOGY ............................................................................5
3.1 Research Philosophy.............................................................................................................5
3.2 Research Approach...............................................................................................................5
3.3 Research Strategy/Methods...................................................................................................5
3.4 Research Methodology .........................................................................................................5
3.5 Research Instrument/Tools....................................................................................................6
3.6 Sampling...............................................................................................................................6
3.6.1 Identifying Population and research sites......................................................................6
3.6.2 Sampling Strategy.........................................................................................................7
3.7 Ethical Implications..............................................................................................................7
CHAPTER 4: FINDINGS...............................................................................................................7
CHAPTER 5: DISCUSSION ........................................................................................................18
CHAPTER 6: CONCLUSION, RECOMMENDATIONS AND IMPLICATIONS FOR
FURTHER RESEARCH...............................................................................................................20
REFERENCES................................................................................................................................1
.........................................................................................................................................................2

TITLE
“To investigate the Impact of Instagram in Fashion Media”. A study on John lewis.
CHAPTER 1: INTRODUCTION
Instagram introduces as a free, online photo-sharing application and also social network
platform acquired by Facebook in 2012. It allows somebody to edit and upload short videos and
photos via a mobile application. Instagram is not only a platform for an individual, but also for
an organisation. Along with this, photo-sharing app provides an opportunities for companies tp
start a free business account with purpose to promote their products and brand (Bartlett, Cole and
Rocamora, 2013). For this report, given organisation is John lewis which is a chain of high-end
department stores, supermarkets, convenience stores and home stores operating throughout the
UK. It was founded in 1864 by John Lewis in London, United Kingdom. Company mainly
specialise in selling of shoes, clothing, and accessories for women and men. Instagram has
impacted various prospect of the fashion industry from the means people purchase, to how
unique designers are discovered and how brands related to the fashion industry are market
themselves. Instagram is a best marketing tool used by almost every organisation to promote
their product. This tool will also help a John Lewis to promote their all products and encourage
customer's attraction towards brand.
1.1 Research Aim and Rationale
Research Aim:
Main aim of this research is “To investigate the Impact of Instagram in Fashion Media”.
A study on John Lewis.
Rationale of the research
Main reason behind selecting this topic or research is to investigate impact of Instagram
on Fashion media. It is a biggest topic that help in academic as well as practical way. In
academic, with the help of this topic, company can easily advertise their products among
customers (Cao, Meister and Klante, 2014). Thus, it will be more essential for John Lewis to
increase customer base and market share also. In practical way, this study will support an
investigator by increasing its data collection skills, data analysis skill, data interpretation skill
and literature review skill. All these type of skills will assist a researcher to carry out each
activities of study in systematic and proper manner.
1

1.2 Research Questions
 What are the concept of Instagram?
 What are impact of Instagram in Fashion Media?
 What are the importance of Instagram for John Lewis as fashion media or marketing
tool?
1.3 Research Objectives
 To study about the concept of Instagram.
 To Identify impact of Instagram in Fashion Media.
 To identify the importance of Instagram for John Lewis as fashion media tool.
1.4 Significance of the research
This research is based on the Impact of Instagram in fashion media within an
organisation. It is a biggest topic which will help an organisation to advertise their brand and
products in marketplace and among customers (Casaló, Flavián and Ibáñez-Sánchez, 2017). This
study will help an organisation by increasing awareness among customers towards their brand or
products. It will also assist potential and regular customer of John Lewis by increasing its
understanding about the feature and quality of products.
2

CHAPTER 2: LITERATURE REVIEW
2.1 Introduction of Literature Review
Literature review is a comprehensive or extensive summary of past study on a specific
research topic. It is a systematic, explicit, reproducible and useful method for evaluating existing
body of finished and recorded task produced by researcher. In addition, literature review
introduces as a in-depth and critical evaluation of past study. It is a detail summary and synopsis
of a specific field of research (Çelik, 2016). Main purpose of literature review is determine
inconstancies which is mainly related with conflict and gaps in previous studies. This section of
research project is more essential and useful for researcher because with the assist of these, they
can easily identify in-depth and accurate information about the impact of Instagram in fashion
media within an organisation. Along with, each objectives of research paper must be addressed
in this section in systematic and accurate manner.
2.2 Main Body
The concept of Instagram
According to the Vangie Beal, 2019, Instagram introduces as an application used by
somebody sharing online video, photos, content etc. In addition, it is a social network platform
followed by many organisation to promote their products and services. Instagram was started in
San Francisco by Mike Krieger and Kevin Systrom, who initially proved developing a platform
akin 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 create
somebody spend as long as possible on the application.
Thus, Instagram is considered to be the essential platform of social media for engagement
of customers towards specific brand of an organisation. An Instagram business visibility is a free
feature that Instagram provides to companies that need their accounts to be acknowledged as
businesses. It is useful tool for every organisation because with the use of this, company can
easily promote their brand and products, and also increase customer based.
The impact of Instagram in Fashion Media
According to the Sitanshi Talati Parikh, 2018, Instagram has become favourite digital
playground of fashion media. It help in transforming how consumer and brands interact with
each other. Along with this, media includes every narrowcasting and broadcasting medium such
3

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 products
or services. There are different features of Instagram used by fashion industry to advertise their
products such as video feature, photo feature etc. All theses features will assist an organisation to
attract large number of customers within given time duration. Instagram as a social media tool
will help John Lewis company to show case their products to their customers and persuades them
to buy it. As with its new feature of Instagram stories it can add videos of their fashion events
and largely attracts the customer on a a larger scale and thereby enhances the brand image of the
company. Hence there is a positive impact of Instar gram on John Lewis as a fashion media tool.
The importance of Instagram for John Lewis as fashion media tool
According 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 towards
it product. Branding can be done easily by the respective company by uploading videos and
images that would be more appealing to the customers. This will persuade and attract the
customers towards the product. Therefore fashion labels have been on various social media
platforms as with its core strength of visual story telling it has greatly enhanced the fashion
market. Moreover lot of fashion events and fashion weeks will consist of new collection of
fashionable outfits, with these Instagram stories John Lewis can make customers a part of it and
connect the potential clients with the potential brand. Apart from this greatest feature on
Instagram is about choosing the right hashtags which will allow the respective company to
expand their reach on social media and build a loyal follow-on base. These hashtags that the
Instagram users associate with their brand will allow to them to target new audiences. These
features of the Instagram stories will help John Lewis to use Instagram as a fashion media tool
and enhance the brand image of the company.
2.3 Conclusion of Literature Review
From the above mentioned information, it has been concluded, literature review is most
useful 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 with
this, Instagram has been used by an organisation to advertise their products and services among
customers. It is essential tool for a fashion industry because with the use of this, they can easily
increase their brand image and market share also within a specific time duration.
4

CHAPTER 3: RESEARCH METHODOLOGY
3.1 Research Philosophy
It introduces to an effective concept that give accurate understanding about the sources
via which data will be accumulated and manage systematically. There are mainly three kind of
research philosophy such as pragmatist, interpretivism and positivism. According to the topic,
interpretivism philosophy will be applied which support in improving subjective understanding
regarding specific field of study (Wilcox and Moore, 2016).
3.2 Research Approach
Research approaches can be stated as assumptions which are used to allocate and
examine or analyse data which in near future support or guide in formulating hypothesis to
address problems (De Veirman, Cauberghe and Hudders, 2017). This are basically of two types
which are named as deductive and inductive research approaches. In Inductive approach more
focus is done on creating new theory that gets emerged by accumulating information. On the
other hand deductive approach is used by the researcher in this hypothesis are framed or created
as per existing theory over that research strategy is designed or formulated. In this investigation
inductive approach will be used as it relay over qualitative data in the market.
3.3 Research Strategy/Methods
There are mainly two kind of research method which are used to conduct a study i.e.
quantitative and qualitative. For this project, qualitative method is applied to gather data in
theoretical manner which assist in getting information in detailed and more understandable way
(Hermanaviciute and Marques, 2016). On the other hand, there is quantitative method which is
applied to accumulate statical data to represent the actual figure or facts about specific reason
behind on presence of event. Both type of research methods are essential but according to the
topic, qualitative research is more suitable because it provide quality data and information.
3.4 Research Methodology
Data analysis: When researcher conduct research in the market, there is requirement of
some information or knowledge that makes research more authentic, accurate and reliable for the
readers. Data analysis is the method or process of investigation collecting and allocating of data
in systematic manner or order. Here, data analysis is essential because interpretation of data is
possible on this basis only. In this particular research, thematic approach is widely used for data
5

analysis by the researcher in the market. Thematic approach refers to the process or way by
which brief or complete information is given about questions. This directly or indirectly helps
the reader to understand what is actually asked and what they are able to understand about the
concepts of the whole question.
Ethical consideration: When researcher conduct investigation, ethical consideration is
very necessary while personal and confidential information or data should not be shared with
other in the market (Huang and et. al., 2015). In this case, researcher must try to formulate
information which is accurate and authentic in nature and should not manipulate the information
in order to make researcher or reader more attractive. It should be cost saving as well as time
saving for the readers.
Time horizon: It is essential part of research methodology used by researcher to identify
starting and ending time period for completion of each activities of research (Lind, 2016)
(Manneh, 2017). For this, Gantt chart is consider best graphical presentation used by an
investigator to analyse accurate time for completion of research in more effective and systematic
manner.
3.5 Research Instrument/Tools
There are different instruments such as questionnaire, survey, interview, case study,
observation etc. Al these are consider best instrument for collecting appropriate information
about the study. In order to analyse information about the impact of Instagram in fashion media,
questionnaire will be used, because it help them in providing valid and reliable data about the
study (Jin, Muqaddam and Ryu, 2019).
3.6 Sampling
Sampling can be explained as selecting or choosing a sample size from the population.
Basically there are two types of methods for selecting sample which are, Probabilistic and non-
probabilistic. To conduct investigation in current scenario, random sampling method from non-
probabilistic method is used. The sample size taken for sampling is 60 employees (Latiff and
Safiee,2015).
3.6.1 Identifying Population and research sites
For this project, 60 respondents will be taken into consideration with the help of random
sampling method. This research will be carry out in UK .
6

3.6.2 Sampling Strategy
There are mainly two types of sampling such as probability and non-probability. Both are
essential sampling strategy but according to topic, random sampling method will be used because
in provide equal chances to respondents (Kontu, 2015).
3.7 Ethical Implications
CHAPTER 4: FINDINGS
Questionnaire
Q1) Are you have knowledge about the Instagram as a platform of social media.
a) Yes
b) No
Q2) What are the main features of Instagram?
a) Video feature
b) Stories feature
c) Photo feature
Q3) What are the purpose of John Lewis for using Instagram as a marketing tool?
a) Connect with customers
b) learn what people like
c) Reach new audience
d) Generate sales
Q4) What are impact of Instagram in Fashion Media?
a) Positive
b) Negative
Q5) Is Instagram help an organisation as a tool of marketing?
a) Yes
b) No
Q6) What are the importance of Instagram for John Lewis?
a) Increasing customer base
b) Increasing Brand awareness
c) Increasing sales ad profitability
7

Q7) What are the disadvantage of Instagram for John Lewis?
a) Sending people to a specific website can be difficult.
b) Advertising may be out of reach
c) There Isn’t Much Space For More Content
d) Other
Q8) Is Instagram better for growth and success of John Lewis?
a) Yes
b) No
Q9) Is Instagram good for promoting products and Brand?
a) Yes
b) No
Q10) Do you have any suggestion regarding impact of Instagram on Fashion Media.
Q1) Are you have knowledge about the Instagram as a platform of social
media.
Frequency
a) Yes 50
b) No 10
Q2) What are the main features of Instagram? Frequency
a) Video feature 20
b) Stories feature 20
c) Photo feature 20
Q3) What are the purpose of John Lewis for using Instagram as a marketing
tool?
Frequency
a) Connect with customers 25
b) learn what people like 15
c) Reach new audience 20
d) Generate sales
8

Q4) What are impact of Instagram in Fashion Media? Frequency
a) Positive 40
b) Negative 20
Q5) Is Instagram help an organisation as a marketing tool? Frequency
a) Yes 45
b) No 15
Q6) What are the importance of Instagram for John Lewis? Frequency
a) Increasing customer base 25
b) Increasing Brand awareness 20
c) Increasing sales ad profitability 15
Q7) What are the disadvantage of Instagram for John Lewis? Frequency
a) Sending people to a specific website can be difficult. 20
b) Advertising may be out of reach 25
c) There Isn’t Much Space For More Content 13
d) Other 2
Q8) Is Instagram better for growth and success of John Lewis? Frequency
a) Yes 46
b) No 14
Q9) Is Instagram good for promoting products and Brand? Frequency
a) Yes 50
b) No 10
9

Q1) Are you have knowledge about the Instagram as a platform of social
media.
Frequency
a) Yes 50
b) No 10
Q2) What are the main features of Instagram? Frequency
a) Video feature 20
b) Stories feature 20
c) Photo feature 20
Q3) What are the purpose of John Lewis for using Instagram as a marketing
tool?
Frequency
a) Connect with customers 20
b) learn what people like 14
c) Reach new audience 20
d) Generate sales 16
Q4) What are impact of Instagram in Fashion Media? Frequency
a) Positive 40
b) Negative 20
Q5) Is Instagram help an organisation as a marketing tool? Frequency
a) Yes 45
b) No 15
Q6) What are the importance of Instagram for John Lewis? Frequency
a) Increasing customer base 25
b) Increasing Brand awareness 20
c) Increasing sales ad profitability 15
Q7) What are the disadvantage of Instagram for John Lewis? Frequency
10