Vecchi, AlessandraOlubukola Odofin, Oluwaseun2024-05-292024-05-292023https://dspace.griffith.ie/handle/123456789/548This 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.InstagramSmall and medium-sized enterprises (SMEs)Thesis