A RESEARCH PAPER ON STRATEGIES THAT BUSINESSES USE TO SURVIVE THROUGH SOCIAL MEDIA MARKETING WITH REFERENCE TO INSTAGRAM

Abstract

Companies are turning to social media marketing as the newest means of promoting their products and services. Instagram, a photo-sharing app for mobile devices, has emerged as a critical marketing tool. This research aims to determine which of the three Instagram marketing strategies is the most effective in terms of growing a following, increasing brand recognition, and boosting sales. Many secondary sources were also used to support the primary research. Instagram users in the city of Ahmedabad were surveyed to gather information. T-tests, Chi-Square, and descriptive statistics were used to examine the data further. A recent study found that Instagram users take a variety of things into account when deciding whether or not to follow a brand or post about a product or service. According to our survey, the vast majority of those who responded were utilizing Instagram to promote their brands and increase sales on their e-commerce sites. Generally, Instagram users create traffic by arranging their grids attractively, publishing consistently, following Instagram trends, and offering discounts and coupons. Marketers may use Instagram to their advantage by creating unique and engaging content. Because of Instagram's emphasis on visual features such as photographs and videos, marketers now have a new channel through which to reach customers. Customers and businesses may converse more easily and casually on Instagram because of the platform's more relaxed atmosphere.