Instagram Marketing for Business Promotion by SMEs : Evidence from the Republic of Karelia
The key topic of the present paper was Instagram marketing for business promotion. Nowadays, Instagram sets new trends in the world of marketing and proclaims new values. The platform has become not only a popular social network, but also a power-ful tool for business promotion. It provides great op...
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fttheseus:oai:www.theseus.fi:10024/159342 2024-01-07T09:46:14+01:00 Instagram Marketing for Business Promotion by SMEs : Evidence from the Republic of Karelia Pavlova, Anna Jyväskylän ammattikorkeakoulu 2018 http://www.theseus.fi/handle/10024/159342 eng eng Jyväskylän ammattikorkeakoulu URN:NBN:fi:amk-2018123122958 http://www.theseus.fi/handle/10024/159342 10024/367 All rights reserved Social media marketing Instagram marketing business promotion micro small and medium-sized enterprises fi=Liiketalous hallinto ja markkinointi|sv=Företagsekonomi förvaltning och marknadsföring|en=Business Management Administration and Marketing| Degree Programme in International Business fi=AMK-opinnäytetyö|sv=YH-examensarbete|en=Bachelor's thesis| 2018 fttheseus 2023-12-14T00:26:16Z The key topic of the present paper was Instagram marketing for business promotion. Nowadays, Instagram sets new trends in the world of marketing and proclaims new values. The platform has become not only a popular social network, but also a power-ful tool for business promotion. It provides great opportunities for brands to market their products and services, grow communities and build relationships with customers. Therefore, it piqued the author’s interest to examine how Instagram was viewed by micro, small and medium-sized enterprises based in the Republic of Karelia. The major objective was to explore the way Instagram marketing was implemented by SMEs in Karelia. The author’s intention was to determine for which business purposes they utilized Instagram and what approach to and attitude towards Instagram market-ing they had. The research was both descriptive and exploratory in nature and required qualitative data to address the research questions. Academic literature, articles and online publica-tions were used as a source of secondary data. Semi-structured interviews were chosen as the method to collect the primary data. The author conducted ten interviews with the representatives of SMEs based in Karelia that used Instagram for business promo-tion. The study revealed fundamental differences in approaches to and attitude towards Instagram marketing based on the organizations’ size. Small and medium-sized firms managed their Instagram accounts strategically and professionally and, as a result, achieved higher results. In conclusion, the author offered recommendations to the managers and owners of micro enterprises. Bachelor Thesis Republic of Karelia Theseus.fi (Open Repository of the Universities of Applied Sciences) |
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collection |
Theseus.fi (Open Repository of the Universities of Applied Sciences) |
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language |
English |
topic |
Social media marketing Instagram marketing business promotion micro small and medium-sized enterprises fi=Liiketalous hallinto ja markkinointi|sv=Företagsekonomi förvaltning och marknadsföring|en=Business Management Administration and Marketing| Degree Programme in International Business |
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Social media marketing Instagram marketing business promotion micro small and medium-sized enterprises fi=Liiketalous hallinto ja markkinointi|sv=Företagsekonomi förvaltning och marknadsföring|en=Business Management Administration and Marketing| Degree Programme in International Business Pavlova, Anna Instagram Marketing for Business Promotion by SMEs : Evidence from the Republic of Karelia |
topic_facet |
Social media marketing Instagram marketing business promotion micro small and medium-sized enterprises fi=Liiketalous hallinto ja markkinointi|sv=Företagsekonomi förvaltning och marknadsföring|en=Business Management Administration and Marketing| Degree Programme in International Business |
description |
The key topic of the present paper was Instagram marketing for business promotion. Nowadays, Instagram sets new trends in the world of marketing and proclaims new values. The platform has become not only a popular social network, but also a power-ful tool for business promotion. It provides great opportunities for brands to market their products and services, grow communities and build relationships with customers. Therefore, it piqued the author’s interest to examine how Instagram was viewed by micro, small and medium-sized enterprises based in the Republic of Karelia. The major objective was to explore the way Instagram marketing was implemented by SMEs in Karelia. The author’s intention was to determine for which business purposes they utilized Instagram and what approach to and attitude towards Instagram market-ing they had. The research was both descriptive and exploratory in nature and required qualitative data to address the research questions. Academic literature, articles and online publica-tions were used as a source of secondary data. Semi-structured interviews were chosen as the method to collect the primary data. The author conducted ten interviews with the representatives of SMEs based in Karelia that used Instagram for business promo-tion. The study revealed fundamental differences in approaches to and attitude towards Instagram marketing based on the organizations’ size. Small and medium-sized firms managed their Instagram accounts strategically and professionally and, as a result, achieved higher results. In conclusion, the author offered recommendations to the managers and owners of micro enterprises. |
author2 |
Jyväskylän ammattikorkeakoulu |
format |
Bachelor Thesis |
author |
Pavlova, Anna |
author_facet |
Pavlova, Anna |
author_sort |
Pavlova, Anna |
title |
Instagram Marketing for Business Promotion by SMEs : Evidence from the Republic of Karelia |
title_short |
Instagram Marketing for Business Promotion by SMEs : Evidence from the Republic of Karelia |
title_full |
Instagram Marketing for Business Promotion by SMEs : Evidence from the Republic of Karelia |
title_fullStr |
Instagram Marketing for Business Promotion by SMEs : Evidence from the Republic of Karelia |
title_full_unstemmed |
Instagram Marketing for Business Promotion by SMEs : Evidence from the Republic of Karelia |
title_sort |
instagram marketing for business promotion by smes : evidence from the republic of karelia |
publisher |
Jyväskylän ammattikorkeakoulu |
publishDate |
2018 |
url |
http://www.theseus.fi/handle/10024/159342 |
genre |
Republic of Karelia |
genre_facet |
Republic of Karelia |
op_relation |
URN:NBN:fi:amk-2018123122958 http://www.theseus.fi/handle/10024/159342 10024/367 |
op_rights |
All rights reserved |
_version_ |
1787427977808576512 |