Instagram Adoption Among WhatsApp Customers – Case of Glo Mart Rauma : (Operated by Lumoora Holdings Oy Ltd)
Wimali Lasika De Silva, Jayakodi Kurudu Patabadige (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025121837920
https://urn.fi/URN:NBN:fi:amk-2025121837920
Tiivistelmä
Through this thesis, I am attempting to determine whether Instagram can serve as a viable marketing platform of Glo Mart Rauma, a small Asian-oriented retail store located in Finland. In essence, the idea is to discover how WhatsApp clients currently satisfied with the company feel about taking a follow on Instagram, what type of posts they would want to consume, and how frequently they would like to see posts.
I distributed a formal web-based questionnaire among 300 members of WhatsApp-based groups and received 94 valid responses. The questionnaire was used to evaluate the willingness to follow the new account, attitudes regarding six types of content in Instagram: Reels, Stories, Carousels, Recipes, Product Features, and Customer Testimonials, and expectations related to the frequency of posting, the day of the week, and the time of the day.
The descriptive analysis reveals that customers are highly enthusiastic to follow Glo Mart on Instagram and already do a lot of shopping, which provides us with a good foundation of social media marketing. The positive rating was incredibly high in all six content formats, and Product Features, Car-ousels, Stories, and Reels were slightly higher, which shows that customers prefer to receive a combination of information and entertainment. The majority of respondents would prefer more than once every week in the posts and with daily content; a considerable number of them are quite comfortable with evening and weekend content.
In general, the research indicates that the expansion into Instagram is a strategically good continuation of the existing online communication of Glo Mart and offers clear principles of planning and a post schedule of the Instagram-based content.
I distributed a formal web-based questionnaire among 300 members of WhatsApp-based groups and received 94 valid responses. The questionnaire was used to evaluate the willingness to follow the new account, attitudes regarding six types of content in Instagram: Reels, Stories, Carousels, Recipes, Product Features, and Customer Testimonials, and expectations related to the frequency of posting, the day of the week, and the time of the day.
The descriptive analysis reveals that customers are highly enthusiastic to follow Glo Mart on Instagram and already do a lot of shopping, which provides us with a good foundation of social media marketing. The positive rating was incredibly high in all six content formats, and Product Features, Car-ousels, Stories, and Reels were slightly higher, which shows that customers prefer to receive a combination of information and entertainment. The majority of respondents would prefer more than once every week in the posts and with daily content; a considerable number of them are quite comfortable with evening and weekend content.
In general, the research indicates that the expansion into Instagram is a strategically good continuation of the existing online communication of Glo Mart and offers clear principles of planning and a post schedule of the Instagram-based content.