The Role of Instagram in Brand Awareness of Small Business : Case Study: Affordable Decoration in New Zealand
Kaur, Harpreet (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025121838388
https://urn.fi/URN:NBN:fi:amk-2025121838388
Tiivistelmä
The main goal of this research-based thesis was to analyze the importance of Instagram in raising brand awareness of small businesses such as, case company, Affordable Decoration. The study was conducted to understand the content type of Affordable Decoration, used to attract new audiences. Moreover, this thesis also aimed to cover the challenges faced by case company to build its brand visibility via Instagram and at last, the recommendations were provided for small businesses to improve brand recognition and online presence.
The study was based on a qualitative method of research. As the data had been collected from semi-structured interview with the owners of the case company, and its official Instagram account. In addition, the secondary method of collecting data was studying literature related to the topic, which included concepts such as brand awareness, social media platforms and Instagram as a visual platform. These had been sourced from books, articles, journals and websites. Six themes were analyzed from the sourced data, which were visual content, content strategy, local customers, brand awareness, customer engagement and challenges faced.
The results of this study ensured that Instagram is not just an effective marketing platform, but it also helps to gain customer engagement in business. The business customers' scope was limited to a specific area, which helped the company to make content targeted according to the latest trends in the area. Therefore, the company focused on creating clear and consistent content strategies to attract more local customers by using similar themed content and specific hashtags. Although the company had achieved a strong online presence via Instagram, it is facing challenges in managing time and increased competition in Auckland.
The findings depict that Instagram plays a vital role as a cost-friendly marketing tool for small businesses. However, businesses should remain focused on their content strategy and posting schedule to avail these benefits of Instagram. The recommendations in the thesis drawn for case company are to have a proper timetable to post the content, reviewing the content strategy from time to time and making required changes according to customer preferences and keeping up-to-date information about changing digital tools to gain benefit from them.
The study was based on a qualitative method of research. As the data had been collected from semi-structured interview with the owners of the case company, and its official Instagram account. In addition, the secondary method of collecting data was studying literature related to the topic, which included concepts such as brand awareness, social media platforms and Instagram as a visual platform. These had been sourced from books, articles, journals and websites. Six themes were analyzed from the sourced data, which were visual content, content strategy, local customers, brand awareness, customer engagement and challenges faced.
The results of this study ensured that Instagram is not just an effective marketing platform, but it also helps to gain customer engagement in business. The business customers' scope was limited to a specific area, which helped the company to make content targeted according to the latest trends in the area. Therefore, the company focused on creating clear and consistent content strategies to attract more local customers by using similar themed content and specific hashtags. Although the company had achieved a strong online presence via Instagram, it is facing challenges in managing time and increased competition in Auckland.
The findings depict that Instagram plays a vital role as a cost-friendly marketing tool for small businesses. However, businesses should remain focused on their content strategy and posting schedule to avail these benefits of Instagram. The recommendations in the thesis drawn for case company are to have a proper timetable to post the content, reviewing the content strategy from time to time and making required changes according to customer preferences and keeping up-to-date information about changing digital tools to gain benefit from them.