Instagram as a marketing tool : Kahvila Ravintola Nuppu
Pakhrin, Sajina (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025121135193
https://urn.fi/URN:NBN:fi:amk-2025121135193
Tiivistelmä
This research assesses the use of Instagram as a marketing tool by small businesses in the hospitality industry, while using Kahvila Ravintola Nuppu as a case study. The purpose of this study was to understand how Instagram affected customer behaviour, how we could better understand Instagram activity, discover what content performed best, and finally, how the local café could improve its online presence to have more interaction and sales.
This case study utilized mixed methods, combining a customer survey (n=54), a semi-structured interview conducted through Google Forms with the café owner, and a content analysis of the café's existing Instagram usage. The customers' data provided quantitative data about their habits of Instagram usage and the content they preferred, while the café owner's responses provided qualitative data about the operational limitations of the hospitality business and their intended strategic plan for the café.
In summary, customers are using Instagram to find restaurants, and they are most engaged with visual content types, such as Reels. However, Nuppu's use of Instagram is inconsistent and does not have an obvious planned strategy. The café owner recognizes the potential of Instagram as a marketing tool, but is constrained by limited time, staff, and resources.
The overall conclusion drawn from the findings was that consistent posting on Instagram and using audience-targeted collaging strategies in conjunction with low-cost, low-intent engagement tools, such as Instagram Stories, could significantly improve Nuppu's online visibility and customer interaction. The main recommendations made for Nuppu were implementing a simple content calendar, using audience-targeted content to improve visual branding, and exploring working with influencers.
This case study utilized mixed methods, combining a customer survey (n=54), a semi-structured interview conducted through Google Forms with the café owner, and a content analysis of the café's existing Instagram usage. The customers' data provided quantitative data about their habits of Instagram usage and the content they preferred, while the café owner's responses provided qualitative data about the operational limitations of the hospitality business and their intended strategic plan for the café.
In summary, customers are using Instagram to find restaurants, and they are most engaged with visual content types, such as Reels. However, Nuppu's use of Instagram is inconsistent and does not have an obvious planned strategy. The café owner recognizes the potential of Instagram as a marketing tool, but is constrained by limited time, staff, and resources.
The overall conclusion drawn from the findings was that consistent posting on Instagram and using audience-targeted collaging strategies in conjunction with low-cost, low-intent engagement tools, such as Instagram Stories, could significantly improve Nuppu's online visibility and customer interaction. The main recommendations made for Nuppu were implementing a simple content calendar, using audience-targeted content to improve visual branding, and exploring working with influencers.