Follow for follow: marketing of a start-up company on Instagram

Abstract

Purpose

The purpose of this paper is to analyse the deliberate social media marketing practices of a start-up company. The study aims to measure the effects of these practices (i.e. following potential customers and liking and commenting on their posts on Instagram) on creating and increasing awareness of the company’s business and gaining followers for the company’s Instagram account.

Design/methodology/approach

The research is exploratory in nature and adopts an approach similar to that of action research. The research was enabled and facilitated by collaboration between the researchers and a company representative. The company offers an application for young mothers.

Findings

The model developed in this study identifies the effects of the practice of endorsing and interacting with customers for marketing purposes. It points out following as a first-order practice that small- and medium-sized enterprises (SMEs) can employ to gain followers instantly on Instagram.

Research limitations/implications

The method used limits the generalisability of the findings. However, the findings offer preliminary insights for future studies on Instagram marketing in SMEs.

Practical implications

Companies can attain success in social media marketing by actively engaging with customers and potential customers on various social media platforms.

Originality/value

There is a paucity of research focussing on Instagram marketing in SMEs. The model in this study contributes to theory on Instagram marketing and offers a framework that can help managers plan Instagram marketing strategies.

Citation

Virtanen, H., Björk, P. and Sjöström, E. (2017), "Follow for follow: marketing of a start-up company on Instagram", Journal of Small Business and Enterprise Development, Vol. 24 No. 3, pp. 468-484. https://doi.org/10.1108/JSBED-12-2016-0202