Dominican University of California
 

All Conference Presentations, Performances and Exhibits

Marketing through Instagram

Kayla M. Karlsson, Dominican University of California

Abstract/Description

Social Media Marketing has become the wave of the future; companies must be on social networks to develop their brands or they do not have a chance with their competitors. Companies are able to capture the attention of a viewer within the second of a swipe. In particular, Social Media has become an essential outlet for marketing to millennials. With Instagram being so new, this platform provides a great opportunity to research how social media and marketing interface. My Capstone thesis will research how Instagram is used as a marketing tool toward millennials. Social media allows both people-to-people marketing along with company-to-consumer marketing; the middleman in advertising has been completely eliminated. There is no word of mouth anymore – it’s now direct company-to-consumer exposure. But when did the social networking site Instagram turn into such a marketing tool for businesses? In my paper I hope to explore more about what Instagram is, why Instagram is becoming so essential for marketing, and how does Instagram market toward consumers? For my research I will be looking into Journal articles through Databases, potentially interviewing one of the Creative Directors at Instagram, along with creating a personal analysis of Instagram. Finally, I will be investigating Instagram’s framework for marketing. Since Facebook purchased Instagram I will be discovering, why they were bought, how much they are worth, and if they use the same marketing algorithm for targeting users.

Keywords: Instagram, Marketing, Social Media, Branding, Social Media Marketing, Advertsing

 
Apr 15th, 4:40 PM Apr 15th, 4:55 PM

Marketing through Instagram

Guzman 111

Social Media Marketing has become the wave of the future; companies must be on social networks to develop their brands or they do not have a chance with their competitors. Companies are able to capture the attention of a viewer within the second of a swipe. In particular, Social Media has become an essential outlet for marketing to millennials. With Instagram being so new, this platform provides a great opportunity to research how social media and marketing interface. My Capstone thesis will research how Instagram is used as a marketing tool toward millennials. Social media allows both people-to-people marketing along with company-to-consumer marketing; the middleman in advertising has been completely eliminated. There is no word of mouth anymore – it’s now direct company-to-consumer exposure. But when did the social networking site Instagram turn into such a marketing tool for businesses? In my paper I hope to explore more about what Instagram is, why Instagram is becoming so essential for marketing, and how does Instagram market toward consumers? For my research I will be looking into Journal articles through Databases, potentially interviewing one of the Creative Directors at Instagram, along with creating a personal analysis of Instagram. Finally, I will be investigating Instagram’s framework for marketing. Since Facebook purchased Instagram I will be discovering, why they were bought, how much they are worth, and if they use the same marketing algorithm for targeting users.

Keywords: Instagram, Marketing, Social Media, Branding, Social Media Marketing, Advertsing