Evaluation of Impact of Instagram on Customer Preferences: The Significance of Online Marketing

Abstract

The modern marketing world has shifted from the Seller-centered market to the Customer-centered market in recent times. There is no more production-based economy and seller having a demanding position. Instead, the customer is now the king and is the more dominant force in the market. Numerous ways are implemented to attract customers. With the advancement of the internet, and an increase in the utilization of smartphones, the time to change the traditional ways of marketing has come. The primary objective of this paper was to assess various factors and preferred choices regarding consumers when it comes to products offered on Instagram. Also, attitude towards the existing operating elements in the Instagram app, such as ads, filter services, is duly noted. The current report is mainly divided into three phases: the Introduction of Internet-marketing and its different aspects. The discussion of how the internet has changed the parameters to be considered in marketing and particularly in the field of advertising is done. The story of the start of Instagram and gradually made its journey to the top charts. The second phase will include the discussion of research methodology and questionnaire undertaken to gather the data. This phase also comprises of literature review implemented for this research, often sourced anecdotes from various scholar articles. In the last phase, we have represented the data collection and findings in forms of visually enchanting charts and creative use of graphs. Critical findings and constructive suggestions then conclude the report of this project. It is realized that there is an increased Internet data usage among average Indians with a lot of the focus on Social Media apps like Instagram, Facebook, Twitter, and Snapchat is noteworthy. The impact these apps have on day-to-day life is far more significant.

Keywords: Social Media Marketing, Digital Promotion, Digital Marketing, Instagram Marketing, Facebook Marketing, Search Engine Marketing, Social Media Marketing, Online Marketing

JEL Classification: M31, O35, Z13