How businesses use Instagram as a marketing platform : with a focus on how brands use Instagram to promote their brand and products.
Putz Garcia, Andrea (2023)
Putz Garcia, Andrea
2023
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023112331256
https://urn.fi/URN:NBN:fi:amk-2023112331256
Tiivistelmä
The thesis will aim to demonstrate how Instagram is used as a marketing platform, with a focus on how brands use Instagram to promote their brand and products. It will outline, throughout the content of this thesis, what is a marketing tool, or in this case platform, and highlight how Instagram fits into its definition. It will provide background information on the application Instagram, but also on how marketing strategies deviated and reached the internet and Instagram. The reach of the application Instagram will be presented and the reason why marketers use it will be explained.
Examples of different brands will support in answering the thesis questions that would ultimately answer the objective of this thesis. The brands used as an example are Nike, Cristiano Ronaldo, Arvind, Artell, Fundacion DECO SA., as these brands have been using this social media application as a marketing tool. The brand selection has been explained in the methodology chapter of this thesis.
The thesis will try and answer three research questions that would eventually respond to the thesis question. It will encapsule the effectiveness of businesses advertising though Instagram their products though stories and posts, and observe the relationship between engagement rates and the visisbility of the posts ans stories, and finally, how positive posting is used as a marketing strategy by companies.
Examples of different brands will support in answering the thesis questions that would ultimately answer the objective of this thesis. The brands used as an example are Nike, Cristiano Ronaldo, Arvind, Artell, Fundacion DECO SA., as these brands have been using this social media application as a marketing tool. The brand selection has been explained in the methodology chapter of this thesis.
The thesis will try and answer three research questions that would eventually respond to the thesis question. It will encapsule the effectiveness of businesses advertising though Instagram their products though stories and posts, and observe the relationship between engagement rates and the visisbility of the posts ans stories, and finally, how positive posting is used as a marketing strategy by companies.