MA Journalism and Media Communications

Permanent URI for this collectionhttps://dspace.griffith.ie/handle/123456789/89

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Browsing MA Journalism and Media Communications by Subject "Instagram"

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    Exploring the Strategies that Self-Brand Instagram Users Adopt to Create Business Awareness in Nigeria: Content Analysis
    (Griffith College, 2023) Edih, Vera Chidimma
    The research's main objective is to explore and determine the strategies essential for self-brand users of Instagram in Nigeria to achieve profitability in their businesses. The literature review centers on the usefulness of the U&G-TAM model in Instagram marketing for business owners. Additionally, it examines the behavioral patterns of self-brand Instagram users and the strategies they have employed. Based on the literature review, the research identifies 12 successful Instagram marketing strategies that self-brand users can adopt. A qualitative research approach was employed for the study, and five semi-structured interviews were conducted with self-brand Instagram users. The analysis of the findings revealed some correlations between the strategies discussed in the literature and their practical benefits for self-brand users. The study highlights three main elements that significantly contributed to the participants' business progress: partnering with influencers, optimizing a strong business profile, and utilizing hashtags and geotags effectively. These strategies have played a crucial role in the participants' success and profitability in their Instagram businesses.
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    The perceived impact of Instagram marketing on the performance of small businesses in Akure, Ondo state, Nigeria.
    (Griffith College, 2023) Olubukola Odofin, Oluwaseun
    This dissertation explores the perceived impact of Instagram marketing on the business performance of small and medium-sized enterprises (SMEs) in Nigeria. In recent years, social media platforms, especially Instagram, have gained prominence as effective marketing channels for businesses. However, limited research has been conducted to understand how Instagram marketing specifically influences the performance of small businesses in the Nigerian context. To address this gap, the study employs qualitative interviews as the primary data collection method to gain insights from small business owners and marketers. The study involved in-depth interviews with a sample size of 5 small business owners who actively engage in Instagram marketing. The data collected from these interviews were analyzed using thematic analysis to uncover recurring themes, patterns, and insights regarding the perceived impact of Instagram marketing on small business performance. The findings of the research demonstrate the significant positive impact of Instagram marketing on various aspects of small business performance. The study highlights the role of Instagram in enhancing brand visibility, customer engagement, and ultimately contributing to increased sales and customer loyalty. Additionally, the research identifies challenges faced by SMEs in utilizing Instagram marketing, such as resource constraints, and algorithm changes. To address these challenges, the dissertation presents practical recommendations for SMEs to optimize their Instagram marketing strategies. Furthermore, the study contributes to the existing literature on social media marketing in the context of developing economies, offering directions for future research on digital marketing practices in Nigeria and other similar settings.