The impact of Instagram on brand awareness and purchase intent : a case study for Forever Lappeenranta
Rantala, Noora (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202503023543
https://urn.fi/URN:NBN:fi:amk-202503023543
Tiivistelmä
The research investigated Instagram’s impact on brand awareness and purchase intent for Forever Lappeenranta. The objective was to understand how Instagram influences brand visibility and customer behaviour through different content strategies.
The theoretical framework covered key concepts related to social media marketing, branding and wellness marketing. It explored the role of Instagram as a platform to increase brand visibility and drive consumer engagement and highlighted the importance of content strategies designed around consumer behaviour.
The study focused on marketing activities during October and November 2024 using a mixed method approach, combining the company’s internal membership data, platform analytics (Instagram Insights), and qualitative interviews. It assessed content performance, follower engagement, and membership sales data.
The results indicated that Instagram significantly increases brand awareness and likely impacts purchase intentions when creating visually appealing, interactive and value-driven content, such as Stories with timely updates, Reels and promotional campaigns. These formats successfully capture the audience's attention and encourage impactful interactions.
Further research was suggested to expand the scope by including other social media platforms, extending the research timeframe, and analysing more diverse customer groups.
The theoretical framework covered key concepts related to social media marketing, branding and wellness marketing. It explored the role of Instagram as a platform to increase brand visibility and drive consumer engagement and highlighted the importance of content strategies designed around consumer behaviour.
The study focused on marketing activities during October and November 2024 using a mixed method approach, combining the company’s internal membership data, platform analytics (Instagram Insights), and qualitative interviews. It assessed content performance, follower engagement, and membership sales data.
The results indicated that Instagram significantly increases brand awareness and likely impacts purchase intentions when creating visually appealing, interactive and value-driven content, such as Stories with timely updates, Reels and promotional campaigns. These formats successfully capture the audience's attention and encourage impactful interactions.
Further research was suggested to expand the scope by including other social media platforms, extending the research timeframe, and analysing more diverse customer groups.