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Financial Analytics: Science and Experience
 

Improving the use of Instagram promotion tools as a way to solve small business problems

Vol. 14, Iss. 1, MARCH 2021

Received: 30 July 2020

Received in revised form: 18 August 2020

Accepted: 5 September 2020

Available online: 26 February 2021

Subject Heading: FINANCIAL INSTRUMENTS

JEL Classification: M30, M31

Pages: 107–120

https://doi.org/10.24891/fa.14.1.107

Yanina Yu. SOKOLENKO Yana–Znaet Marketing Agency, Yessentuki, Stavropol Krai, Russian Federation
yanaznaet.smm@yandex.ru

ORCID id: not available

Subject. Instagram is one of the most promising social platforms for business promotion. It enables to publish and consume visual content that is perceived faster than text by users, and, therefore, to use promotional tools as a solution to problems faced by small businesses.
Objectives. The study aims at comprehensive research on improving the use of Instagram promotion tools as a way to solve small business problems, and formulation of recommendations.
Methods. The study rests on methods of logical analysis, induction and deduction, comparison and generalization.
Results. I consider the features and benefits of using Instagram, the role of this social networking service from a commercial standpoint. The paper presents recommendations that can be used by small businesses for their promotion. Furthermore, it shows how to support the social network in the context of the pandemic, which provoked a crisis of small and medium-sized businesses.
Conclusions. The offered recommendations can be considered by small businesses as a practical application, which will eventually increase the efficiency of their activities.

Keywords: SMM promotion, social media marketing social networks, Instagram, content

References:

  1. Longobardi C., Settanni M., Fabris M.A., Marengo D. Follow or Be Followed: Exploring the Links Between Instagram Popularity, Social Media Addiction, Cyber Victimization, and Subjective Happiness in Italian Adolescents. Children and Youth Services Review, 2020, vol. 113(C), no. 104955. URL: Link
  2. Laestadius L.I., Wahl M.M., Pokhrel P., Cho Y.I. From Apple to Werewolf: A Content Analysis of Marketing for e-Liquids on Instagram. Addictive Behaviors, 2019, vol. 91, pp. 119–127. URL: Link
  3. Razdolyanskii A.V. [Modern Advertising in Social Networks on the Example of Instagram]. Obrazovanie i nauka bez granits: fundamental'nye i prikladnye issledovaniya = Education and Science without Borders: Fundamental and Applied Research, 2016, iss. 4, pp. 117–119. URL: Link (In Russ.)
  4. Mentsiev A.U., Anzorova A.I. [Instagram as an effective tool of marketing activity]. Izvestiya Chechenskogo gosudarstvennogo universiteta, 2019, no. 3, pp. 22–25. URL: Link (In Russ.)

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ISSN 2311-8768 (Online)
ISSN 2073-4484 (Print)

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