Follow for follow: marketing of a start-up company on Instagram

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Virtanen , H , Björk , P & Sjöström , E 2017 , ' Follow for follow: marketing of a start-up company on Instagram ' , Journal of Small Business and Enterprise Development , vol. 24 , no. 3 , pp. 468-484 . https://doi.org/10.1108/JSBED-12-2016-0202

Title: Follow for follow: marketing of a start-up company on Instagram
Author: Virtanen, Henrik; Björk, Peter; Sjöström, Elin
Contributor: Hanken School of Economics, Marketing, Vaasa
Hanken School of Economics, Marketing, Vaasa
Belongs to series: Journal of Small Business and Enterprise Development
ISSN: 1462-6004
Abstract: Purpose – The purpose of this paper is to analyse the deliberate social media marketing practices of a start-up company. The study aims to measure the effects of these practices (i.e. following potential customers and liking and commenting on their posts on Instagram) on creating and increasing awareness of the company’s business and gaining followers for the company’s Instagram account. Design/methodology/approach – The research is exploratory in nature and adopts an approach similar to that of action research. The research was enabled and facilitated by collaboration between the researchers and a company representative. The company offers an application for young mothers. Findings – The model developed in this study identifies the effects of the practice of endorsing and interacting with customers for marketing purposes. It points out following as a first-order practice that small- and medium-sized enterprises (SMEs) can employ to gain followers instantly on Instagram. Research limitations/implications – The method used limits the generalisability of the findings. However, the findings offer preliminary insights for future studies on Instagram marketing in SMEs. Practical implications – Companies can attain success in social media marketing by actively engaging with customers and potential customers on various social media platforms. Originality/value – There is a paucity of research focussing on Instagram marketing in SMEs. The model in this study contributes to theory on Instagram marketing and offers a framework that can help managers plan Instagram marketing strategies.
Date: 2017-08-15
Subject: 512 Business and Management
Marketing
Social media
SMEs
Start-ups
Instagram
Pre-launch phase
Marketing Effectiveness and Profitability
KOTA2017
PREM2018_01
0 - Not open access
1 - Self archived
https://helda.helsinki.fi/dhanken/handle/123456789/168576
0- Ingen av författarna har en utländsk affiliation
1- Publicerad utomlands
0- Ingen affiliation med ett företag
AoS: Competition economics and service strategy - Service and customer-oriented management
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