Analyzing Instagram's Impact on Small Business: Paul Lamond Games

This business report investigates the impact of Instagram on small business enterprises, specifically using Paul Lamond Games Ltd. as a case study. The report begins with an introduction outlining the research background, rationale, aims, objectives, and research questions. It explores the evolution of Instagram as a social media tool, the issues faced by small businesses using the platform, and its impact on customer acquisition. The literature review delves into the growth of Instagram, its application by businesses, and the challenges such as time management, cybersecurity, and lack of emotional connection. The research methodology chapter details the framework used for the study, including the research onion. The data analysis chapter presents and interprets findings to address the research questions. The report concludes with a summary of the impact of Instagram on sales and brand image. The report emphasizes the importance of addressing challenges and leveraging Instagram for effective marketing strategies, including consumer feedback, hashtag use, and influencer marketing to enhance brand image and customer engagement.

BUSINESS REPORT

Table of Contents
TITLE:.............................................................................................................................................1
CHAPTER 1: INTRODUCTION....................................................................................................1
Research background..................................................................................................................1
Overview of topic........................................................................................................................1
Rationale of research...................................................................................................................2
Research aim...............................................................................................................................2
Research objectives.....................................................................................................................2
Research questions......................................................................................................................2
Conceptual Framework...............................................................................................................2
CHAPTER 2: LITERATURE REVIEW.........................................................................................4
The evolvement of Instagram as a social media tool..................................................................4
The issues which occurs by using Instagram in the small business organization.......................5
The impact of Instagram on Small Business Enterprise in getting customers............................6
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................8
CHAPTER 4: DATA ANALYSIS AND PRESENTATION........................................................11
Data analysis.............................................................................................................................11
Data interpretation.....................................................................................................................12
CHAPTER 5: CONCLUSION......................................................................................................22
REFERENCES..............................................................................................................................23

TITLE:
"Investigating the effect of Instagram on Small business Enterprise”. A study on Paul
Lamond Games Ltd.”
CHAPTER 1: INTRODUCTION
Research background
Small business refers to enterprise which are privately owned in the form of sole
proprietor, partnership, etc. with less income and employees. In small sale organisation, there are
less than 50 workers. In current market, there is boom period for small scale organisations, so
there is competition in this sector. These days, there is use of more digital technologies in order
to coop up with external market (Al-Bahrani and Patel, 2015). Digital marketing tools such as
social media sites, intranet, artificial intelligence, etc. are part of digital technology. Instagram is
part of social media sites owned by Facebook Inc. which is used to keep in touch with people.
This site was launched by Kevin Systrom and Mike Krieger in October 2010. In this research,
there is discussion about impact of Instagram on small business enterprise for providing
satisfaction to consumers. Instagram page helps to provide knowledge to consumers with new
products and services launched. This report is based on Paul Lamond Games Ltd. which is Toy
and Game manufacturing company in London UK.
Overview of topic
In current market, games are in trends in UK because there is more requirement of
entertainment for kids. In order to expand in international market, Paul Lamond Games Ltd has
to work according to external market. For small scale company, there are some changes such as
use of social media to attract consumers. With use of social media tools, it is easy to contact with
consumers by providing latest information about product and services.
Paul Lamond Games Ltd has competition with AMA Studio, Antimatter games, Atomic
Planet advertisement, etc. So in order to compete with them and maintain same brand image, use
of Instagram is cheap and fast. Targeted consumers are games are children and they gets
attracted with attractive advertisements (Alshawaf and Wen, 2015). So with plan advertisement
campaign on Instagram it is easy to achieve competitive advantage.
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Rationale of research
Reason behind conducting this research is to understand role of Instagram for attracting
consumers. In current market, social media sites are used by children as well so it is easy to
understand changes which can happen with use of social media platform. With conducting this
research, knowledge about impact of change in social media tools on sales of organisation.
Researcher has personal interest with social media sites and its impact on business, so this topic
is interesting for researcher's personal point of view as well. As there is rapid changes and up-
gradations in social media sites, so this research is more innovative and interesting for reader's as
well (McCann and Barlow, 2015).
Research aim
“To identify the impact of Instagram on Small Business Enterprise for getting attention of
customers. A study on Paul Lamond Games Ltd.”
Research objectives
 To discuss the evolvement of Instagram as a social media tool.
 To analyse the issues which occurs by using Instagram in the small business organization.
 To identify the impact of Instagram on Small Business Enterprise in getting customers.
Research questions
 How does Instagram evolved as a social media tool?
 What are the issues which occurs by using Instagram in the small business organization?
 What is the impact of Instagram on Small Business Enterprise in getting customers?
Conceptual Framework
Research is long time process because it provides complete and in- depth information
about research topic. This helps to investigate and enhance knowledge about it. Hence research is
divided into different chapters which helps to conduct research in appropriate manner with
achieving aims and objectives. This research is done for analysing impact of Instagram as social
media tools for getting consumer's attention. There are different chapters which helps to conduct
research in better and appropriate manner (Bal and et. al., 2015).
Chapter 1: Introduction- AS per this chapter, there is discussion about basic knowledge
of research topic. Under this chapter there is discussion through background of research,
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rationale, overview of research, etc. This helps to understand about reason for which reason is
conducted with clear aims and objectives.
Chapter 2: Literature review- This is the framework with provides complete information
objectives which are farmed in introduction section. In literature review, author's point is
considered which makes information more authentic and reliable.
Chapter 3: Research methodology: This is chapter in which research onion is discussed
as framework which provides complete information about tools and techniques which are used
enhance knowledge about research tools and techniques. This helps to understand which
technique is used and for what purpose.
Chapter 4: Data analysis: Data analysis refers to the method through which information
is collected from respondents in order to collect data from respondents. Chapter of data analysis
is important because conclusions, recommendations under research are based on it.
chapter 5: Conclusion- Conclusion is last chapter which talks about finding on the basis
of secondary and primary data. This is the last but important chapter because whole research is
conducted to give recommendations and conclusions on topic. If research is conducted on right
track, then conclusion and recommendations will also be correct (Brookbank, 2015).
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CHAPTER 2: LITERATURE REVIEW
The evolvement of Instagram as a social media tool
In current market trend, there is more and more use of social media tools in working
environment. It is important to analyse changes which are important to keep business operations
up to date. There are many changes which are taking place in external market. It is important to
analyse external market which is specific and relevant to get positive outcome. In current market,
there are many organisations which are using social media sites for their growth prospective.
When in 2010, Instagram is launched as social media sites, then it is used at domestic purpose.
But when there is trend to use social sites for official purpose, then managers of Paul Lamond
Games Ltd created official page at Instagram. Instagram is famous social media application
which helps to get in touch with consumers (Chen, 2018).
Small scale organisation Paul Lamond Games Ltd can not use expensive measures for
promoting good and services, then in this case they use Instagram to share products and services.
There is option of sharing videos, pictures and share feedbacks, revert from consumers. This
helps to attract more and more consumers. According to Seershika Shinde, there is requirement
of some new and innovative approaches through which promotion of Instagram is easy. There is
option of tagging. It helps to create awareness among people about brand. Managers can provide
discounts offers to consumers by tagging Paul Lamond Games Ltd in their post.
As Instagram page of Paul Lamond Games Ltd remains public, so comments are visible
to other people also who check post and video, pictures of toys and games. When managers of
Paul Lamond Games Ltd are thinking to launch new game, then they can market in innovative
manner to create excitement among children. Number of likes on Instagram's post shows brand
image of Paul Lamond Games Ltd. This also helps to understand new changes which are taking
place in external environment. According to Jessica Wade, there are around 800 million users
who have stories, shopable photos, explore information. This makes Instagram a famous social
media sites for commercial purpose as well. It is easy for managers of Paul Lamond Games Ltd
to understand them and then plan business activities.
With evolvement of Instagram in current market, it is easy to understand changes which
is specific and relevant to the market (Coelho, Oliveira and Almeida, 2016). Social media sites
are important in current market because it provides complete information about products and
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services to consumers. With having Instagram page, for Paul Lamond Games Ltd, it is easy to
cataract consumers.
The issues which occurs by using Instagram in the small business organization
There are some challenges which is faced by small scale company while they are using
social media sites. It is important for managers of Paul Lamond Games Ltd to understand them
and take corrective measures. According to Donne Torr, some challenges are discussed as under
which may arise while using social media sites by Paul Lamond Games Ltd-
Lack of time to manage social media- There is problem to plan work on social media
platform. In order to analyse return on investment, use of Instagram is not so important. There
are many different marketing activities on which managers of Paul Lamond Games Ltd has to
focus. So there is issue to update posts, share video, revert of consumers feedback, etc. on time.
If regular updations are not there within specified time, then this creates issue while using
Instagram for marketing purpose.
Cybersecurity issue- Security while using social sites is one of the major drawback of
performing business operations. Paul Lamond Games Ltd has page on Instagram which public
with no security. So everyone can visit their page, like pages, analyse comments, etc. There are
possibilities that Instagram account may get hacked. There is personal information of consumers
this might cause issue to consumers because they does not get correct and authentic information.
They might gets wrong or misbehaved messages.
Lots of media platform- Basically, Instagram is used to market product and services
among consumers. There are many ways through which marketing of products and services is
possible such as Facebook, hoarding, television advertisement, etc. which has to planned by
managers of Paul Lamond Games Ltd. Hence there are possibilities that due to use of many
social media sites, there is mis-balance between various social media tools and it creates
confusion which has to used (Fatanti and Suyadnya, 2015).
Lacking emotion and enthusiasm- While using social media platform, there is lack of
emotions and enthusiasm. There is only advertisement through social media platform which aims
at providing information to consumers. This is the issue barbecue there is impersonal relations
with consumers of Paul Lamond Games Ltd and they do not feel familiar with advertisement on
Instagram.
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From the above discussion, it is clear it is important to consider these issues which affects
brand image of Paul Lamond Games Ltd in negative manner. There is requirement of proper
distribution of work to expertise personnel who have knowledge about social media sites and
ability to deal with issues.
The impact of Instagram on Small Business Enterprise in getting customers
With Instagram account, there is positive impact on sales of company. Instagram is social
media platform which is specific and relevant to be considered in order to deal with changes in
better and relevant manner. For instance: managers of Paul Lamond Games Ltd are using
Instagram page, then this is important to consider consumer's feedback, comments on post.
According to Dominique Jackson managers of organisation use stores for promoting their
products and services. It is important to analyse changes which are specific and relevant in
current market. When managers of Paul Lamond Games Ltd using hashtags to market their toys,
then this helps to enhance consumer base. While using hashtags, it is important that authentic
and related is used. This helps to increase following because people frequently analyse it. As
there are some comments from consumers so it is responsibility of managers to address and
resolve them.
While using Instagram page with official site of Paul Lamond Games Ltd, then there
must be use of influencer marketing which helps to build great following of the page. Brand
image of Paul Lamond Games Ltd can valued through number of followers. There is an option of
video posting on official page of Instagram (Geurin-Eagleman and Burch, 2016). As compared
to photos, video are more effective to communicate information about toys. Hence in order to
attract more and more consumers, managers of Paul Lamond Games Ltd use video related to
children. There must be highlights at official Instagram page of Paul Lamond Games Ltd so
visitors can view stories afterwards as well.
In order to expand in industry and promote brand, there must be hosting of events which
helps to communicate with consumers. This has direct relations with sales and make familiar
relations with workers. This also helps to increase fan followings on Instagram page. Hence from
the above discussion, it is clear that with using some strategies, it is easy to have positive impact
on sales with using promotional techniques. Sales, discount offers, etc. can be advertised through
Instagram which helps to increase sales. There is more installation of application, so online sales
for toys increases. While using Instagram, it is important that mangers has to keep privacy factor
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in mind while advertising products and services. With Instagram plage, it is easy for Paul
Lamond Games Ltd to understand likes and dislikes of audiences. This helps to advertise what is
in demand. According to Brandi at festive season, Instagram provides fuel to marketing
campaign because these days around 70% are using Instagram for shopping purpose and then
visit official website to shop.
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CHAPTER 3: RESEARCH METHODOLOGY
Research is creative and systematic collection of data in order to increase knowledge
about research topic. This investigation is time and cost consuming because in- depth knowledge
about topic in order to develop new understanding about research topic. There are different
techniques which are used to conduct research in best and relevant manner.
In order to conduct research in academic and authentic manner, research methodology is
used. Research methodology can be understood clearly with research onion framework (Glover
and et. al., 2015). This provides knowledge about different research tools an techniques which
assist in achieving aims and objectives within specified time. These techniques are discussed as
under-
Research philosophy- Research philosophy is the technique which provides knowledge
about way in which data is collected and analysed. This is important because with proper data
collection and analysis research conclusion is analysed. There are three types of research
philosophy i.e. pragmatist, positivist, interpretivist. In this research, pragmatist philosophy is
used. This is relevant because it covers all the aspects which affects conclusion of research.
Research approach- Research approach is the way which helps to conduct research in
synchronise manner. It is important to conduct research in synchronise way to get positive
results. There are two types of research approaches: deductive and inductive. In this research,
deductive approach is used. This approach is relevant because this covers information which is
relevant for research topic.
Time Horizon- Research is time consuming process because there are different aspects
which has to b cover in order to make research more authentic and reliable. In order to determine
and fix time for each activity, Gantt Chart is used. This is the research technique through which
research time is allotted to different activities. This is the way through which research can be
completed in time. Gantt Chart is pictorial representation of research activity with their
respective tie. This helps team mates to conduct research within specified time in synchronise
manner. Time scale is part of Gantt Chart which provides complete information about
completion of specific activity (Highfield and Leaver, 2015).
Research method- Research is conducted with some specified method because this helps
to conduct research in appropriate and academic form. There are two methods of conducting
research i.e. qualitative and quantitative method. In this research qualitative method is used.
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Under this method information is collected under scientific method in non numerical form.
Under this method, focus of researcher is to identify reason behind some specific view of
respondents. Qualitative results are more descriptive which helps to understand changes which
are required to be measured. This method helps to reveal the behaviour of respondents and
perception of respondents. So this method is more reliable to create awareness about impact of
Instagram on consumer's demand.
Data sources- Data is required to conduct research. There is requirement of some
information which is important to understand reason behind specific reason. There are two
methods of collecting information i.e. primary and secondary source. Primary sources refers to
the method which is used to collect information by researcher from respondents. Hence there is
one of one interaction among overreacher and respondents. With using this method, correct and
reliable information is gathered because there is opportunity to know reason behind specific
view. Questionnaire, personal interview, focus group, etc. are the methods through which
information is collected as primary source. In this research, questionnaire is used to collect data
from primary source. Questionnaire is set of questions related to research topic which is asked
from individuals to know their view over it (Highfield and Leaver, 2016).
Secondary method is another source to collect information. As per this method, there is
use of online sources, books, journals, magazines, etc. which helps to understand trends related
to research topic. In this research both sources for collecting data is used. So in- depth about
research topic is enhanced.
Research design- Research design is important because it provides complete information
about flow of research activities. There are three ways of research design i.e. descriptive,
exploratory, experimental. In this research, descriptive design is used. In this method each and
every prospective which is covered in research is analysed. This method is beneficial because it
covers complete information so it is easy for reader to understand justification of specific
approach.
Research sampling- Sampling is the method which is used to select some respondents for
gathering their opinion. It is not possible to collect information from whole population, so in this
case sampling is used. There are two types of sampling: random and non random.. random
sampling is used in this research. It refers to the method in which there is equal and probable
chances of getting selected by researcher. With using this method, there is equal possibility of
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