Instagram as a Social Media Marketing Communication Tool among Selected Local Entrepreneurs

Abstract

This research was conducted to evaluate the perceived effectiveness of Instagram as a marketing communication medium. It sought to answer the questions about the efficiency of Instagram in communicating about a product, services or a business, as a whole. Precisely, it sought to gain insight about the demographic and business profile of Insta-Marketers, the effectiveness of Instagram as marketing communication tool in terms of reaching a large audience, promotional codes and audience feedback, and lastly, the pros and cons of using Instagram Marketing. A structured online survey form hosted by adobeformscentral.com was utilized to reach the 50 Instagram Marketer respondents. Descriptive research was used to describe and interpret the entire study. Statistical methods such as Percentage Distribution and Simple Weighted Mean were used to analyze and quantify the responses in the survey. Secondary data were lifted from studies and the Internet. After the thorough information gathering and analyzing, findings were presented and it showed that most Instagram Marketer-respondents were female, single and young adults. Most of the respondents are active users of Instagram to promote and market their respective business and products. The responses gathered to test the effectiveness of Instagram as a marketing communication tool showed that it is indeed highly effective as it scored in Reaching a Large Audience, Promotional Codes and Customers Feedback an Average Weighted Mean of 4.29, 4.31 and 4.46, respectively which according to Likert Scale were equivalent to highly effective. Most of the respondents believe that the convenience, accessibility and less promotion cost were Instagram’s valuable advantages. On the other side, Insta-Marketers’ frequently transpiring problems were the presence of Bogus Buyers and Joy Reservers.