Influences of advertising on Instagram on consumers' decision in the travel industry
Lambert, Megane (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024110527363
https://urn.fi/URN:NBN:fi:amk-2024110527363
Tiivistelmä
The objective of the thesis was to analyse Instagram users’ perception of the advertisement in the travel industry and to analyse what travel companies are making as advertisement campaign on Instagram. The objective was formed based on the purpose of the thesis to create an overview of Instagram ads as a part of online marketing mechanism.
The research is narrowed down to online advertisement done by travel industries. Therefore, the social media platform Instagram has been chosen due to its current popularity and usefulness in the world of marketing. Different types of ads are described in this thesis. The thesis disclosed such topics as social media marketing, Instagram as a marketing platform, trends, the characteristics of an ad, brand image or even tourism marketing.
In order to achieve the objectives of the thesis quantitative research as a format of an online questionnaire was applied for primary information and data collection. The secondary research was conducted by using the latest published literature, articles and websites.
The theoretical background collected as a part of the secondary research creates a full overview of the research topic. The results of the research provide information about Instagram as a marketing platform and how to advertise on Instagram has a travel industry. It underlines also the most important aspects affecting the consumer’s behaviour, what are their usual consumption habits, their reactions to advertisements on Instagram, their frequency of use of the platform, etc. Therefore, the results of the thesis research provide companies with information that can be utilized in order to include Instagram ads in their marketing planning.
The research is narrowed down to online advertisement done by travel industries. Therefore, the social media platform Instagram has been chosen due to its current popularity and usefulness in the world of marketing. Different types of ads are described in this thesis. The thesis disclosed such topics as social media marketing, Instagram as a marketing platform, trends, the characteristics of an ad, brand image or even tourism marketing.
In order to achieve the objectives of the thesis quantitative research as a format of an online questionnaire was applied for primary information and data collection. The secondary research was conducted by using the latest published literature, articles and websites.
The theoretical background collected as a part of the secondary research creates a full overview of the research topic. The results of the research provide information about Instagram as a marketing platform and how to advertise on Instagram has a travel industry. It underlines also the most important aspects affecting the consumer’s behaviour, what are their usual consumption habits, their reactions to advertisements on Instagram, their frequency of use of the platform, etc. Therefore, the results of the thesis research provide companies with information that can be utilized in order to include Instagram ads in their marketing planning.