INFLUENCE OF INSTAGRAM ADVERTISEMENT ON THE SALES AND PATRONAGE OF ANKARA WEARS
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- NGN 3000
Background of the study
When it comes to designing fresh advertisements, marketers have always reacted to shifting company demands. As the availability of produced goods rose as a result of industrialisation in the twentieth century, the usage of ads increased considerably. Hasan (2016) believes that advertisers use advertising to communicate his message to the target market. Even in a mass market, where directly addressing a big number of potential customers for a brand is practically impossible, advertising is not only the cheapest but also the most successful way of bringing the product or service to the target's attention and familiarizing them with it. Advertisement helps a company raise awareness among its customers, and the features in advertisements have a positive or negative influence on the customers' impressions. Advertising, which consists of non-personal forms of communication supplied through paid media under transparent sponsorship, is one of the four major tactics corporations use to guide compelling messages to target consumers and the wider public, according to Mallick (2017). Advertising is used to generate a fundamental awareness of a product or service in the mind of a potential buyer and to build up knowledge about it, according to Morden (1991), cited in Solomon (2015).
Surprisingly, since the internet's inception, advertising has shifted from analog to digital in order to promote firms and reach a wider audience, particularly on social media platforms.
The increasing rate at which social media platforms like Instagram have evolved from simply being interactive platforms where people can connect with friends and loved ones as well as make new friends, post pictures and videos, and keep track of global events to becoming platforms where people can advertise their goods and services without being ignored by diverse Instagram users and other business organizations all over the world (Alsubagh, 2015).
Nowadays, it is critical to stay in touch with customers at all times, which is now easy thanks to social media. The majority of consumers are online and utilize the internet; thus, if they acquire a product and are dissatisfied with it, they will quickly go to social media and post a complaint about it. As a result, we can see why the firm would want to be online and reply to the consumer very away, so that they can calm them down before the matter gets out of hand (Constantinides, 2018). The emergence of Instagram as a marketing platform has been joined by a slew of new firms, both big and small, establishing a presence on the fast-growing social media platform. Many enterprises have emerged on Instagram, and the network has become a hotspot for trendy individuals who follow the platform, particularly the fashion pages. It is now a channel via which entrepreneurs advertise their various products and services, most notably fashionable products, get in touch with customers, find potential customers, and continue exchanging information. Since the debut of Instagram, an increasing number of small scale fashion designers have embraced it as part of their marketing plan, according to Innocent, Osuagwu, and Nwankwo (2021). The majority of them who are social media savvy now have an online presence or, as it is now affectionately known on Instagram, an online shop where they display fashion products such as ready-made wears of any kind for both men and women, young and old, accessories, shoes, belts, and materials that can be used to make wears such as Ankara, among others.
With simply an internet-enabled phone, anybody can open an Instagram store and begin selling their products and services. For example, if you're a fashion designer, you may exhibit the items you manufacture, and so on. With a phrase like 'Fashion' put into Instagram's search engine, anybody may locate any fashion designer and materials, as well as a variety of trendy things strewn around the platform. As a result, it's a good idea to look at how Instagram ads have aided in the promotion of Ankara clothing sales and patronage.
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