THE USE OF INSTAGRAM FOR HAIR EXTENSION SALES BY PORT HARCOURT VENDORS: VISIBILITY AND FEEDBACK. A CASE STUDY OF HAIRS_BY_ OLIVE IN PORT HARCOURT

THE USE OF INSTAGRAM FOR HAIR EXTENSION SALES BY PORT HARCOURT VENDORS: VISIBILITY AND FEEDBACK. A CASE STUDY OF HAIRS_BY_ OLIVE IN PORT HARCOURT

​​​​​​​BACKGROUND OF THE STUDY

It's no secret that social media has taken over many parts of modern life. As previously said, social networking has risen dramatically in the last decade in particular. To say that the sector has exploded is an understatement; it has profoundly transformed the world in which we live (Alsubagh, 2015). While there are several social media platforms, Facebook, Twitter, and, more lately, Instagram and Pinterest, have exploded in popularity and have become an integral part of many people's daily lives. One may argue that these four sites dominate the market and exemplify the concepts and behaviors associated with "social media."

Globally, the social media phenomena has gotten increasingly interesting during the previous few years. According to Bazley (2016), social media is a form of online media that facilitates discourse, in contrast to conventional media, which offers material but does not enable readers, viewers, or listeners to participate in its production or evolution. There are several social media platforms, ranging from social sharing sites like YOUTUBE and Flicker to social networking sites like Facebook and Twitter. Today, the globe is home to numerous emerging brand names that were almost unheard of just six to seven years ago. Face book, which was established by a 26-year-old same years ago, currently has over 300 million users, including Nigerian President Muhammadu Buhari. Other options include Twitter, Chatter, LinkedIn, and Yammer, to name a few. Bozzi (2015) asserts that, in addition to social networking sites such as Facebook, the common guy has access to blogging sites and could, in fact, start his own blog from the comfort of his home. The option to stream instantly without relying on a third-party series has been quite freeing for many individuals. Many individuals have been ecstatic about the prospect of expressing their perspectives, their lifestyles, their dislikes, and indeed everything about themselves in the media.

Social media is a term that refers to the technology that combines mobile and web-based components to create highly interactive platforms for individuals and communities to share, co-create, discuss, and modify user-generated content (Oliver, 2018). The term "social media" is often used. It is a website that not only provides information, but also interacts with you while providing information. It is a collection of web-based applications that facilitate the development and sharing of user-generated content.

Fashion businesses may use social media to draw younger generations' attention, develop a brand image, and market items (O'Kane & Sean 2017). Because social media platforms provide interactive encounters between businesses and customers, they are one of the most effective methods to engage people in certain trends. As customers become more concerned about environmental and social issues, several hair extension vendors, such as hairs_by_ olive in Port Harcourt, are actively communicating information about their ecologically sustainable and fair-trade products (Hendricks, & Noor-Al-Deen, 2017). As a result, fashion manufacturers leverage social media to promote sustainability events and campaigns while showcasing the natural beauty associated with their products.

Instagram (IG) is a free photo-sharing and social networking application (Edwards & Esposito, 2019). Instagram is a social networking application. The clutter-free user interface and planned sharing mechanism provide users with a blank canvas on which to execute several identities efficiently through their actions and behaviors (Hanaysha, 2016). Unlike other social media (SM) programs, IG's continued success is a result of its ergonomically built mobile-friendly features, integration of stories, commerce compatibility, and improved discovery via hash-tagging. Through visual communication on IG, we may permanently connect our online and offline personas (Bozzi, 2015).

According to Brake (2019), "Instagram was created in 2010." "It is a smartphone application that enables users to share photographs and videos with their friends and followers" (Vandenbosch: De Lenne, 2017). Instagram may also be connected to other social media platforms such as Twitter and Facebook, where links to material submitted to Instagram by users will display on the other social media platforms. As with Twitter, Instagram offers a followers function. Followers are people who keep up with our Instagram account, and if we publish anything to Instagram, those who become followers will be able to see it immediately.

Copp (2016) asserts that Instagram can assist businesses in promoting their products or services, and what distinguishes Instagram from other social media platforms is that Instagram's primary material is visual.

1. 1. STATEMENT OF THE PROBLEM

The hair business, and by extension, the fashion industry, has long strived to follow customers wherever they go, which means closely following them online to social media and even generating new types of advertising that consumers can connect to in their virtual world (Shimp, 2017). With the advancement of technology, which has undoubtedly transformed the world into what is referred to as a 'global village,' the hair industry's advertising philosophy has shifted not entirely but significantly as a result of the opportunity created online via social media platforms such as Instagram (Tuten, 2008 cited in (Solomon 2015). Nonetheless, one of the most searched for and exhibited commodities on Instagram are stylish items such as styles, ankara fabric, ready-made Nigerian clothing, and other foreign brands.

Clearly, after food and shelter, fashion-inclusive hair is man's third fundamental requirement since creation. Fashionable items, it is considered, bring flare and beauty to people's physical, cultural, and social outlooks, particularly in Nigeria. Fashion accessories and hairstyles are mostly promoted on social media platforms such as Instagram. Hairs by olive in Port Harcourt uses Instagram to promote her hairstyles in order to raise trend and style awareness among her target market, launch new hair designs, and, of course, improve sales (Ray 2019). As a result, the issue that arises at this point is the method by which hair sellers give added value that is frequently not communicated to the target market. Port Harcourt hair vendors advertise their products mostly through Instagram, which is connected to Facebook and Twitter. They also market their products through events and the employment of models and Instagram influencers.

Ray (2019) stated that in social media marketing, prospective consumers frequently believe that the majority of the brand's items are pricey. Additionally, the majority of their prospective clients and target audience are not on social media in general, and specifically on Instagram.

On the basis of the above assumption, the purpose of this study is to determine the effect of Instagram on the marketing of hair extensions, as well as to determine if the use of Instagram is sufficient to promote fashion designs and other aspects related with hair extension promotion (Oyedele, & Obisesan 2015). Against this context, the researcher wishes to investigate the usage of Instagram by Port Harcourt merchants for hair extension sales: visibility and feedback. Hairs by olive is a case study in Port Harcourt.

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