ABSTRACT
This research is an attempt to find out if Instagram influences consumer buying behavior using Aun Undergraduate students who were enrolled into the spring 2018 academic session. To find out the number of students registered for the spring 2018 session, Mr Yakubu Ayuba was contacted in order to get a concise and accurate number. In response to this request, the registrar confirmed that a total number of 976 undergraduates were registered and based on the Taro Yamane Formula, the confidence level; the sample size and the margin of error were derived. The problem statement of this research is to find out how conversant consumers use Instagram and if it influences its buying decisions.
Communications and Multimedia Designs Program
Senior Design Project Manual
CHAPTER 0NE
1.1. INTRODUCTION
In an article published by Cara Salpini in August 23, 2017, it was reported that Instagram was responsible for 72% purchase decisions on its consumers (Salpini, 2017). Instagram has continued to evolve and has become a very effective tool for marketing as such those influencers, marketers and business persons use it as promotional tool to reach other to millions of consumers from around the world. With the emergence of digital technology, it is faster for information to travel and reach a larger target audience and with the help of Smartphones and Internets have made it easier to get updated on Instagram activities.
Instagram has amazing features like insta-stories, filters and promotional tools that help marketers, brands and even organizations to express their creativity as a drive to deliver offers, boost sales and create brand awareness (Digital Impact of Instagram On Purchasing Decisions, 2017). The rapid development of technology and several communication channels, the tradition way of marketing seems to be dying off as consumers started using more of online sources to get information on products and services that they want to use (Madni, 2014).
This study is an attempt to examine how Instagram has impacted on consumer buying decision using AUN Students as a case study.
Communications and Multimedia Designs Program
Senior Design Project Manual
1.2. STATEMENT OF THE PROBLEM
Consumers make use of various social media channels to find out information, engage and stay in touch with people. A lot of information and content are shared online and we as individuals feel compelled to either share these posts with friends or interact by commenting on the comment section thus engaging and promoting communication which is very essential.
“72% of Instagram users report making purchase decisions based on something that they saw while browsing the app so if you’re not incorporating it into your social media marketing, you’re missing out” (Smith, 2018). In addition, Instagram is assumed to be the most effective promotional tool and because of their flexibility and great feature that allows a wider reach and express their creativity.
Therefore, this study seeks to find out the “impact’ Instagram has on Consumer buying decisions using AUN as a case study. By the end of this research we should be able to determine if Instagram really plays a role in the buying decisions that we make and also help us to understand the influence Instagram has on its consumer.
1.3. OBJECTIVES OF THE STUDY
The objective of this research is to,
I. Determine the effectiveness of Instagram in conveying information about a product or service to its consumers.
II. To examine Instagram as a promotional tool.
Communications and Multimedia Designs Program
Senior Design Project Manual
III. To determine whether or not Instagram influences Consumers (AUN students) response to Ads.
1.4. RESEARCH QUESTIONS
I. Is Instagram effective in conveying information about a product or service?
II. How effective is Instagram as a promotional tool?
III. What role does Instagram play in Advertising?
1.5. SIGNIFICANCE OF THE STUDY
This study wants to identify the factors that influence consumer decisions about a product or service when it comes to using Instagram as a promotional tool. It also wants to find out if Instagram influences their drive in purchasing certain products or service as preference and how they respond effectively to it.
1.6. DELIMITATION (SCOPE) OF THE STUDY
This research aims to identify consumers (Aun Students) who are familiar with Instagram and the results would determine if it influences their buying decisions in response to Ads. Therefore people use Instagram for diverse specific reason. The research does not intent to cover all the students who are and use social media but is focused on the factors that influence their buying decisions.
Communications and Multimedia Designs Program
Senior Design Project Manual
In addition, the research used the Aun community as the population of the study. This was done by a selection by choice process and consists of both undergraduate and graduate students.
1.7. LIMITATIONS OF THE STUDY
The limitations I encountered when carrying out this study were,
Inadequate funding: To carry out this research, you must be able to print out enough questionnaires to interview your population. Unfortunately, there were no enough funds to interview everyone in my study population.
Unwillingness of people to respond to question: I also encountered the unwillingness of people from my study population to the questions I asked. Some questionnaires were half filled and some of them were not filled at all. This limited my study by providing outliers in my data.
1.8. DEFINITION OF TERMS
• Influence: “Influence is the ability to cause desirable and measurable actions and outcomes” (Solis, 2010).
• Social media: A technological invention that allows individuals or groups to access and share a vast opinion through networking platforms like Instagram. Facebook, twitter etc.
• Advertising: “Advertising is the nonperson communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media” (taflinger, 1996)
Communications and Multimedia Designs Program
Senior Design Project Manual
• Instagram: “Instagram is a free, online photo-sharing application and social network platform that was acquired by Facebook in 2012” (Rouse
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