What is it about?
The study measures the effects of endorsing practices on Instagram (i.e. following potential and existing customers and liking and commenting on their posts) on creating and increasing awareness of a company’s business. It points out following as a first-order practice that a company can employ to gain followers instantly on Instagram.
Featured Image
Why is it important?
Companies can be successful in social media marketing by actively engaging with customers and potential customers. The study contributes to theory on Instagram marketing and offers a framework that can help managers plan Instagram marketing practices.
Perspectives
It was a great pleasure to cooperate with the case company. They enabled this research by inviting us to participate in their pre-launch Instagram campaign and by giving access to their data.
Henrik Virtanen
Hanken Svenska Handelshogskolan
Read the Original
This page is a summary of: Follow for follow: marketing of a start-up company on Instagram, Journal of Small Business and Enterprise Development, August 2017, Emerald,
DOI: 10.1108/jsbed-12-2016-0202.
You can read the full text:
Contributors
The following have contributed to this page
