AN EXPLOTORY STUDY OF THE POTENTIAL FOR INSTAGRAM TO FUNCTION AS A SHOPPING PLATFORM: STUDY OF BRITISH AND NORWEGIAN MILENNIALS
Cardiff Metropolitan University
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Purpose- The purpose of this research paper, is to identify the issues that can emerge from using Instagram as a potential shopping platform and the power and influence of the social media app, Instagram. This study will be investigating the trust issues with Instagram, the potential gender gap and the cultural perception by comparing British and Norwegian millennials. To achieve these aims, secondary and primary research will be conducted. Methodology- Qualitative research was done by conducting focus groups in Britain and Norway to get an understanding of online users on Instagram, from diverse cultural backgrounds. This was also done to see whether there is a significant gender gap of users and their views on Instagram`s potential as a shopping platform. Overall, to get a wider understanding of their opinions on online trust issues, gender gap and culture perceptions. Secondary research was conducted generally on Instagram and the most famous sport retail account on Instagram according to subscribes and followers, Nike Inc. This was done to see how organizations use digital marketing to connect directly with their wide customer base and how they use Instagram as a potential shopping platform for online users. Results- The results gathered in this study stated that there were different issues that emerges by using Instagram and that gender and culture had an impact to an extent on Instagram functioning as a shopping platform. Research conducted, showed that Instagram are constantly developing and are currently introducing an online shopping platform for their online users. They keep growing in popularity and the app is outstanding their rivals by being a multifunctional app with more than just one function to offer for their online users. Businesses takes this opportunity to promote their products, cost- effectively and to target their customers directly to create a relationship and to keep up with constant trends and change. Originality- There are limited research papers and studied done on Instagram functioning as a shopping platform, which makes this study suggest a sense of individualism.
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