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Twisha Patel

Professor Charles Klenk

ENC1102

17 October 2021

Annotated Bibliography- Which is the most effective marketing technique on Instagram?

Literature Review
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Ha, Ashley, et al. An Experiment: Instagram Marketing Techniques and Their

Effectiveness a Senior Project Presented To. 2015.

The author of this scientific paper attempts to determine which of three Instagram

marketing methods is the most effective. She begins her piece with a brief description of

Instagram. She states that Instagram is a picture and video-sharing social media software that

allows us to share our daily lives with friends and family. She conducted an online questionnaire

study for the same at California Polytechnic State University. With exclusively female

participants ranging in age from 18 to 22. The author also notes that Instagram usage is quickly

increasing. She also adds that some businesses feel it is the newest marketing opportunity. She

concentrates on three primary marketing tactics. The strategies she focuses on are: the first is to

hire well-known people to promote their goods, the second is introducing consumers (users) to

the Instagram feed and third, Instagram contests have shown to be advantageous to both the

brand and the participants, which is why the approach has been successful. As mentioned above

that, the writer uses survey in form of questionnaire, she discusses few drawbacks related to it.

The writer believes that the survey's limitation on age range and use of only female participants

was a flaw. Another restriction she emphasizes is the participants' indifferent responses, which

posed a challenge and prevented her from concluding her results. She also adds that some of the

participants simply responded to the demographic questions and left the remainder of the

questionnaire blank. At the end of the essay, the author offers some advice by pointing out her

faults in order to assist others who may be conducting a similar sort of marketing study.

I had to add this scholarly piece of work because it tends to answer all of my

questions. That was the reason I had to include this article. The author has conducted the survey

very well. I really got many ideas from this article.

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Chen, Huan. “College-Aged Young Consumers’ Perceptions of Social Media

Marketing: The Story of Instagram.” Journal of Current Issues & Research in
Advertising, vol. 39, no. 1, 2 Oct. 2017, pp. 22–36,
10.1080/10641734.2017.1372321.

In this piece of work, initially the author explains what Instagram is. He says that

Instagram allows users to take and edit photographs while also connecting with friends, family,

or complete stranger. In today's advertising and marketing landscape, social media marketing has

become an essential component. The author mentions that only a few studies have been

performed to look at Instagram usage and marketing particularly. The author particularly

identifies two key study gaps in the present literature. He also brings into a notice of users about

the previous study on Instagram marketing centered on businesses' strategic usage of the

platform in a particular sector or social group. He also mentions other peoples finding regarding

the flaw of Instagram marketing about how some specific difficulties of using Instagram as a

marketing tool for the companies is such as following all the consumers and giving them quick

feedback, the inability to choose followers and regulate the target users, and the existence of

cyber-bullying. The author took his audience as young consumers who are now active Instagram

users. He found out that, Instagram's primary users are 18-to 29 years old who use a cell phone,

and women use Instagram more than males. To gather information, in-depth interviews were

performed by the writer. Then he talked specifically about the marketing techniques and its

effectiveness. He found out that participant’s willingness to use Instagram now or in the future

was unaffected by the presence of ads on the platform. Participants were used to living in a

highly marketed culture and so happily accepted the prevalence of promotional communications.

Surprisingly he also had to conclude according to the responses that young consumers were more
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likely to consider marketing information their friends posted. Generally, the participants

indicated they were likely to pay more attention to the products recommended by friends as well.

He also concluded that celebrity endorsement on Instagram is more suited for attracting attention

and boosting brand recognition than for making any attitudinal or conative changes, according to

young consumers.

This article had literally many things which helped me know more about Instagram its

and its marketing techniques along with their effectiveness. The study conducted had more

precise conclusions as well.

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Suciati, P. “Instagram Marketing Techniques for Online Store: A Descriptive

Study.” KnE Social Sciences, vol. 3, no. 11, 8 Aug. 2018, p. 811,
10.18502/kss.v3i11.2808.

This article talks about the small and medium enterprises on social media of Indonesia

and their marketing strategies. The author says that, because of its vast user base, social media is

utilized to expand SMEs' marketing efforts. In addition, social media creates a clear market for

selling and boosts confidence in a new type of word-of-mouth marketing. Instagram is a popular

social media platform for shopping. The author also believes that Instagram was created as a

photo and video sharing software, but it has evolved into a marketplace. He also feels that, the

usage of Instagram for marketing and promotion by SMEs online shops is a fantastic potential.

When it comes to advertising companies, it also has a lot of competition. To produce effective

Instagram promotions, the author suggests us to put in a lot of time and work into photographing

and creating smart material. The author also suggests us to pay special attention to Instagram's

features, such as likes, hashtags, and a variety of other strategies for managing our account,

photos, and followers, as well as how to operate a company by sharing images on this platform.

Many books have been published with strategies, ideas, and tricks for selling and promoting

online businesses using Instagram. Instagram marketing techniques include celebrity

endorsements, people wearing a company's product, and organizing Instagram competitions

where a consumable item is given away. But the author says that Indonesian online businesses

have their own distinct marketing and follower-acquisition strategies on Instagram. The goal of

this research was to learn about and collect as many marketing strategies as possible from

Indonesian SMEs who run online stores in order to promote their businesses, gain more
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followers, and generate more sales. The aim was to discover more about which technique is more

widely used than others.

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