A MINI PROJECT REPORT ON

To study the Effectiveness of marketing on Instagram

from a management perspective
Submitted by :
Kandula Vaishali (21mg101a04)
Under the Guidance of:
Mrs. sivapriya (……………………………..)

In partial fulfilment of the requirements for Mini

project
Bachelor of Business Administration(BBA)

SCHOOL OF MANAGEMENT
ANURAG UNIVERSITY
Venkatapur(V), Ghatkesar(M), Medchal(D), Hyderabad-TS-
500088
2021 – 2024
CHAPTER 1
ABSTRACT
With the introduction of the Internet, consumers have been
relying heavily on the media for content. The popularity of
consumer-generated content (CGC) has captured the
consumer (i.e., user) as the producer, which has caused a
power shift in the market from companies to consumers.
When technology is paired with culture, it is inevitable that
consumers constantly change their attitudes toward
consumption to adapt to current trends. Thus, marketers are
meticulously looking for information to stay current with the
consumer market in order to maintain their market share.
CGC is closely related to electronic word-of-mouth (eWOM)
and is found on various online review sites, forums, blogs,
company websites, and social media platforms. Consumers’
INTRODUCTION
Instagram is a free social media smartphone for sharing
photos and videos with your customers and fans. It’s a simple
way to record visual moments, whether they are everyday
events, or travel, sport, family and social experiences. It’s
easy to use and its built-in editing tools encourage creativity
and expression. Instagram is a perfect way for you to expose
the color and movement of your business to your customers
and grow sales, which is, of course, the endgame to all social
media activity for business.
Instagram has over 800 million users, and with Facebook as
its parent company, that makes it a powerful social channel
that now also has the business function and usability of
Facebook powering it. Because of the visual nature of
Instagram, it’s important to work on building an engaged
following by posting photos that are interesting, touching,
humorous, beautiful or striking. The best part is that as a
social channel people can engage with you and your
community directly, and build their own narratives and
evangelism around your product. Instagram has evolved
since its creation from a utility visual platform to now being a
business powerhouse, with direct sales from shopfronts and
advertising being a major feature of the platform. So now you
can be a creator/influencer, and a retailer.
SIGNIFICANCE OF THE STUDY
This study aims to identify and understand to understand the
changing marketing strategies to suit the preferences of
changing trends of the world and it’s advantages. It is
necessary to understand Social media marketing as Social
media allows marketers to connect and engage potential
customers where they are at: LinkedIn, Twitter, Youtube,
Facebook, Instagram, and even some of the younger
platforms like TikTok.One such social media platform that has
been on the raise is Instagram, therefore by assessing the
affect of Instagram on the growth of a company we can
determine the need for change.
SCOPE OF THE STUDY
This study is limited only to marketing on social media with
help of Instagram.

OBJECTIVES
To understand the response of marketing on Instagram from
the users and the growth in businesses.
To understand how companies are incorporating marketing
on Instagram into their marketing strategy
To examine the impact of “Instagram marketing” on the
society.
To understand the sector of society that indulges in content
on Instagram.
RESEARCH METHODOLOGY
For this study is used secondary data and data is collected
from different sources like internet, websites and other
articles.
LIMITATIONS
THIS STUDY IS LIMITED ONLY TO INSTAGRAM
 CHAPTER - 2

LITERATURE REVIEW
Kaplan and Heinlein (2010) define social media as “a group of
Internet based applications that build on the ideological and
technological foundations of Web 2.0, and allow the creation
and exchange of user generated content.” According to
Kaplan and Heinlein (2010) web 2.0 is a platform where
content is continuously altered by all operators in a sharing
and collaborative way. Web 2.0 is a web based technology
which helps to create highly interactive platforms through
which individuals and communities share, co-create, discuss
and modify user –generated content. Social media are the
websites which are build upon the technological foundations
of web 2.0 that help a user to create user generated contents
that can be shared. This technology allows a user to create
and publish the content on the social media networks. This
information can be shared with other members of the social
media website, who are connected with the user.

Mangold and Faulds (2009) describe ―social media as the set

of online word of mouth forums which includes blogs,
discussion boards, forums or social networks to name a few.
Using all mobile and web-based technologies, social media
creates highly interactive platforms by bringing together
individuals and creating communities. Internet has a lot of
websites; each of them has different functional attributes
and caters to different sections of society. Websites like
Facebook are for general masses but LinkedIn is focused on
professional networking. Media sharing sites (i.e. YouTube,
Picassa and Flickr) or blogging platforms (i.e. blogspot,
wordpress) are also members of this ecosystem called social
media.

Kietzmann (2011).Social media has equipped the

organization to establish an direct relationship with the
consumers. Both of the organizations and consumers are free
to generate content on the web pages, which further leads to
conversations and discussion. Organization on one end are
provided with an opportunity to share their information with
a large base of customers and on the other end consumers
are also free to publish any content whether positive or
negative regarding the information. Social media marketing is
a new marketing strategy which almost every business is
adopting to reach their consumers on the virtual networks. If
you have an idea and you want it to reach millions, at a very
little cost, then social media is the only way-out.
Entertainment companies were the first to adopt the social
media as a promotional tool.

Weinberg (2009) has defined social media marketing as the

process that empowers individuals to promote their
websites,
products, or services through online social channels and tap
into a much larger community that may not have been
available via traditional channels. So if we keep it simple,
social media marketing is the process where organizations
use social media websites to build rush on their company
official websites.