Harvard Sample INSTAGRAM MARKETING RESEARCH

Instagram and Female Entrepreneurship

INSTAGRAM MARKETING RESEARCH

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Instagram and Female Entrepreneurship

Table of Contents

Introduction........................................................................................................................3

Literature Review...............................................................................................................4

Research Question……………..........................................................................................6

Research Objectives...........................................................................................................6

Research Methodology.......................................................................................................7

Research Approach..............................................................................................................8

Data Collection .................................................................................................................. 8

Instrument.............................................................................................................................9

Sampling Method.................................................................................................................9

Scopus study methods.........................................................................................................10

Quality Issues......................................................................................................................10

Research ethics ……………………………………………………………………………11

Research philosophy ………………………………………………………………………12

Data Analysis........................................................................................................................13

Conclusion........................................................................................................................... 15

References........................................................................................................................... 16

Instagram and Female Entrepreneurship

Young Women in Business Using Instagram

INTRODUCTION

Internet-based technologies and digital philosophy have developed to be an essential part

of our day-to-day activities. This topic is at the topmost of the schedule for many investigators

and policy creators. Social media offers a conventional of computer-mediated implements that

permit people or businesses to generate, share, or interchange data, career benefits, concepts, and

photographs/videos in computer-generated societies and networks (ALBARRAN, 2013). They

present considerable and universal changes to relations between companies, establishments,

groups, and personalities. Specifically, social media makes new techniques of interacting and

doing business possible, centered on inventive notions such as distribution, association, and co-

creation (HERMAN, BUTOW & WALKER, 2018). This research aims to underwrite to this

developing subject matter through a literature assessment on females in business and Instagram

to comprehend whether studies piloted so far have spoken deeply on these subjects: in what way

and why are females’ entrepreneurs exhausting Instagram? Do they use it for advertising

relations, interacting or private connections?

Nevertheless, this is a not a popular topic, with implications on organization and business

that are still new. Therefore, it is essential to know how Instagram can enable, endorse, and

maintain dealings for women in business, and if they are capable of taking complete advantage

of them.

LITERATURE REVIEW

Instagram and Female Entrepreneurship

In “The social media industries”, the scholar reviews places in a proof that there is a

deficiency of study on the use of Instagram by women in business in the United Kingdom. This

different article may clarify the method adopted in studying effects related to the use of

Instagram by women entrepreneurs, in addition to the main subjects developing from these

evaluations. Instagram can create new openings for women entrepreneurs, and inspire the

formation of new companies run by women, appreciations to their flexibility and their features.

The “Summary: How to Use Visuals, Videos and Social Media to Market Your Brand”

article the authors examines how Women’s demotion, sidelining and lack of annexation have the

positive effect of Instagram’s on women entrepreneurs’ acknowledgments to their agility and

connectivity influence. This research contributes to the addition of style on entrepreneurship

researchers and proposes a new viewpoint applied to issues of great implication. The main

practical effect is to improve understanding in the area of femininity in the organization by

reassessing communication and interacting activities using the Instagram. There is an increasing

number of young women who venture into the corporate world using social media as their main

marketing and sales platform. This segment incorporates a detailed analysis of the involvement

of young females in business and the way they have decided to embrace social media and as a

technique to boost their micro businesses. The notion of the network for females in business is

the formation of an essential connection between family work, and the public that often agrees

with the key reason to set up a business. This study underwrites to the addition of works on

women in business studies, and offers a new viewpoint applied to a focus of high impact such as

Instagram.

In the “Facebook advertising” article, the study was aimed at understanding whether

social media is a more successful entrepreneurship for small business investments, especially

Instagram and Female Entrepreneurship

those owned by women. It focused on the benefits a young entrepreneur reaps from using social

media as opposed to traditional media. Social media is more profitable and economically feasible

to small scale entrepreneurs compared to traditional media in terms of its capacity to reach a

massive range of consumers. According to the study, social media avails small-scale businesses

and entrepreneurs first hand and in time information which is cheaply available. This the least

that could be said about traditional media such as television and newspapers which are very

expensive and thus not favorable for small-scale and start-up businesses. Although Facebook is

the mother of all, many small scale entrepreneurs prefer Instagram for conducting their

businesses because they can connect to people they do not even now. The research literature

evaluation puts in ratification that this is a fresh issue, which provides us the opportunity to

pinpoint new developments and future guidelines for the study. The increasing number of

women who have risen and decided to embark on entrepreneurship through social media has

gone up tremendously over the years. This study focuses on bringing out the way the modern

woman has embraced social media as her platform for both formal and informal business

investments. Women are known to be empathic and thus are likely to study their customers well

and relate their products and services to their customers, that is why women entrepreneurship

through social media is such a thriving venture. The study cites out women such as Caroline

Ceniza-Levine who saw her social media business grow by a whopping 600% in her first three

years.

“Branded women in U.S. television: when people become corporations” examines

women in business who use Instagram in their personal life and also as part of their business or

decision-making roles. In their secluded life, they use Instagram to keep social contacts, to

progress work-life stability and also to share individual thoughts. They also use Instagram to

Instagram and Female Entrepreneurship

broaden their public network in the corporate; to promote corporation produce or brand; to

incorporate clients or potential clients in product enhancement; to encourage employee

teamwork and interaction. The studies focus on female entrepreneurs in micro businesses that

require small capital investment and put emphasis on how women have strategically positioned

themselves in the corporate world using Instagram as their driving tool. The study will focus on

not only small scale businesses such as sole proprietorships but also large scale ones such as

limited liability companies. It has also been realized as a way to keep of personal relations,

which can be relevant for females in business that, in many circumstances, have to mix their

private life household tasks with work responsibilities. In this research, the primary focus is to

research on how young women in the United Kingdom have maximized the use of the many

available forms of Social Media to enhance and market the companies and the businesses in

which they work for. The other forms of those social media platforms that these young women

use include Facebook and Twitter.

“Killer Facebook ads: master cutting-edge Facebook advertising techniques” also

stresses on the fact that female entrepreneurship has not received the attention it deserves

because even if most women venture in micro scale businesses they definitely play a role in

economic growth. According to the study, women invest in businesses that require low startup

capital and are most likely to, compared to their male counterparts, perform less impressively in

terms of sales. Female entrepreneurship in the modern economy is mainly driven by

technological developments which offer women the chance to provide products and services that

are aimed at improving the quality of life. Women venture in entrepreneurship for reasons that

Instagram and Female Entrepreneurship

are far different from those of men. Such include personal growth, desire and need to achieve

more and economic reasons. A small number of the female population would embark on

entrepreneurship because of creativity. Women from United Arabs Emirates (a country which

has impressively embraced social media as a commercial tool) have used Instagram as a

marketing tool for their micro businesses. These women effectively utilize Instagram to mostly

run their businesses which are based at their homes. The women believe that Instagram is far

much cheaper and more user friendly compared to other social media platforms such as Twitter

and Facebook. Instagram is more private and thus the Emirati women believe that they work

more effectively without any pressure from male strangers. Social media enables effective

advertising where entrepreneurs can pass messages that are tailored for a specific audience

unlike traditional advertising media. Instagram is more effective because media shared has a

longer life than any other social media site hence target consumers can view them over and over

and share them easily. Compared to Pinterest which offers almost the same functionality,

Instagram is more effective because it allows its users to edit their media before sharing which

improves their quality and boosts their visual strength. In the United Kingdom, Instagram has

opened up new prospects for women entrepreneurs and also encouraged the formation of new

companies run by women, and this is due to their flexibility and features. Furthermore, Instagram

has supported women in corporate to express their competencies in interacting by constructing

virtual societies.

RESEARCH QUESTION

The Significance of women in business has been highlighted for the accomplishment of

business, worker and client satisfaction. This investigation would include an emphasis on

assessing the heights of how young entrepreneur in the United Kingdom utilize social media to

Instagram and Female Entrepreneurship

promote their business’s image and improve customer relations. It will also touch on how the

effects of the personal individualities of the young entrepreneur have on the presentation of the

new corporate undertaking. It will also highlight the different types of social media platforms

this young entrepreneur use and finally the benefits and the disadvantages of Instagram as the

main marketing platforms.

RESEARCH OBJECTIVES

❖ To cultivate a theoretical outline to understand the planning procedure

that this young women business person has in the utilization of social media advertising.

❖ Examine the significance of the social media advertising in a business

❖ Study the current undertakings of different corporate set up in the United

Kingdom

RESEARCH METHODOLOGY

In the Research methodology we will employ two data collection methods i.e.

1. Interviewing women in business who are using Instagram for marketing their businesses.

2. Analyzing papers and documents in the internet that touch the topic of women

entrepreneurs who are using Instagram for their advertising.

Interviews

Interviews will be carried out to study the supposed experiences of the young women

who are using their Instagram pages to promote their businesses on the internet. Interviews are a

dominant way to data collection as this includes gathering in-depth data. Face-to-face dialogues

or interview will be conducted (BROWN, 2012). This assists in judging the excellence of the

answers and also to accept examining approaches. Asking open questions will prompt replies

Instagram and Female Entrepreneurship

that are more significant as this investigation aims at examining Instagram and business

promotion insights. Before the interview, guidelines is articulated containing questions to

examine young women engagement to the world of business in their Instagram pages

(KULNAREE, ADVISOR, & PACHARAWAN, 2010). To the women in business viewpoints,

different interview guidelines will be established. The questions will be outlined based on the

past studies carried out. The interview will be piloted on a one-on-one approach. They will also

be in English and is anticipated to last no more than 30 minutes each. A digital video recorder

will be used throughout the interview, as well as interview remark notes, that permits for an in-

depth inquiry of the responses.

In choosing the interviewers, a random sample will be carried out as this will allow to

choose interview members based on the topic area of the social media platform. This will

undertake a purposive selection approach whereby the study question will be preeminently

analyzed to assess the young women engage in the social media and business too. This will assist

in critically analyzing the people being examined and thereby choosing the model with the best

knowledge and information. Similar sampling will be follow whereby young women working for

corporations and big companies and with a ranking from diverse positions will be interviewed to

get in-depth answers.

The tester will comprise five members from each category, i.e., from corporations and

also from self-employed businesses.

Analyzing documents and papers on the internet

THE RESEARCH PROTOCOL

Instagram and Female Entrepreneurship

With the purpose to draw a collected works review about females’ entrepreneurs and Instagram,

we will search for technical assistance on the Scopus catalog. Scopus is a bibliographic file

encompassing abstracts and documents for academic periodical articles (BROWN, 2012). It

contains nearly 22,000 headings from over 5,000 editors. 20,000 of this articles are peer-

reviewed periodicals in the methodical, practical, medicinal, and social disciplines.

1. Classification of the focus area, as the social media interests investigators from diverse

research fields. The study analysis addresses the subject of young women in the entrepreneur and

social media (DUGAN, 2013), and we will limit our examination to journals fitting to the social

disciplines area;

2. Description of the data collection time-period of publication. We will comprise papers

printed from 2010 onwards in the examination, for Instagram is rather a recent platform, which is

repeatedly developing.

3. A collection of the main words to find documents through the Scopus examining the

device. We will combine the words like social media with terms like entrepreneur or

woman/female entrepreneur.

4. Perception/model/outline for examining selected papers. The framework for the

examination of the documents is related to the study investigation questions, and so the content

of the materials will be studied and conversed (DUGAN, 2013), addressing how and why a

young female in business use Instagram, both at a personal and a business level.

We will focus the study examination on the best and most important academic

contributions, then identify the documents that have five or more references. Afterward, we will

Instagram and Female Entrepreneurship

download all the carefully chosen papers and then classify them on well-organized Excel sheet,

underlining the following features:

1. The place of publication of the Journals

2. The Number of references

3. The Writers’ nationality.

We will then analyze each paper to find out the various uses of Instagram, the anticipated

benefits and potential obstacles related to its use. Lastly, we will focus on the works regarding

the use of Instagram by women entrepreneurs. Therefore, we will select the study words

Instagram and female entrepreneur in the editorial title, nonfigurative or keywords of unlike

document categories printed from 2010 to the present-day, in the Scopus catalog.

QUALITY ISSUES

Consequently, to guarantee its validity, the investigation will follow the evaluative

standards which institute reliability, transferability, constancy, and confirmability. Reliability

will be established through constant searching into the investigation topic and previous

investigation of the young women in business in the social media platform documents (FOUTS,

2009). Transferability of this investigation will attain external acceptability and permits this

study to be pertinent in the business world as well as diverse settings within the business-

oriented diligences. The investigation will follow a thick representation method that will

combine the tendencies and outlines that can be connected to other social media and internet-

oriented promotion sites (KULNAREE, ADVISOR, & PACHARAWAN, 2010). The study

proposal’s dependability is guaranteed through the utilization and downloading of high-quality

documents with more than five citations and the authenticating of data with proper storage in

Instagram and Female Entrepreneurship

addition to upholding the sources of the data (FOX, 2009). Confirmability will be guaranteed, as

the document must have more than five sources that talks about the topic of young women in

business on the social media. This will institute consistency, remove partiality and expand the

superiority of the information collected.

RESEARCH ETHICS

This study focuses on the perceptions and views of the participants and hence might bring

about ethical issues. In the direction of evading such situations, the partakers of the interviews

were thoroughly informed of the study objectives and risks associated with biases in thoughts

(DUGAN, 2013). The research will be conducted and the interview materials will also be

established through the appropriate storing of data and use of the name according to the

interviewers wish. Their names concealment is mandatory unless for those participants who

wishes their name to be published with the research (KULNAREE, ADVISOR, &

PACHARAWAN, 2010). It is worth mentioning that the investigator is obliged to deference the

code of ethics given out which includes rules that propose that use of codes to prevent

delinquency and misuse of the collected data. Additionally, an agreement form has been made to

guarantee the unanimity of the information collected. This will be essential to make sure that the

data gathered from the interviews is not compromised in whichever way and that the original

data collected is the data published in the research report. This will help in the maintaining the

validity of the research carried.

RESEARCH PHILOSOPHY

Inductive methodology will be implemented as the research concerns with examining the

level of commitment among the young women in business using Instagram as a tool for

Instagram and Female Entrepreneurship

marketing their businesses. The Qualitative data gathering tools will be engaged to gather

primary data as this allows to get standpoints and perceptions (DUGAN, 2013). This research

will undertake an investigative study as this agrees to analytically evaluate the young women in

business and also those women who holds high offices in the cooperation they work in. Broad

literature appraisals and interviewing specialists classifies as the principal approaches of piloting

exploratory study (KULNAREE, ADVISOR, & PACHARAWAN, 2010). Furthermore, this

approach is identified as being more malleable and open to new data. However, at some

instances in many researches the qualitative data frequently bring about biased views.

DATA ANALYSIS

This proposal will offer some understanding of the correlation between females in

business and Instagram, and it proposes some recommendations to outline a research plan in this

expanse which includes:

1. The role of Instagram as a rapport management instrument is central in the evaluation

on this matter.

2. The literature on Instagram and businesspersons does not include an emphasis on the

use of Instagram in private networks. In most the papers to be analyzed, attention will focus on

the examination of business relations and networks.

3. Literature concentrates precisely on Instagram and woman entrepreneur highlights the

deep interweaving of private and business interactions (WILLIAMS, LEE, & HAUGTVEDT,

2004). This subject, nevertheless, will be analyzed in a detailed setting, both from a cultural

point of interpretation, given the circumstance of relegation, downgrading and lack of addition

regarding features of women's creativities.

Instagram and Female Entrepreneurship

4. Because of all of these whys and wherefores, outcomes from such will not be

interpreted to women in business, categorized by very diverse conditions about the dispersion of

fresh technologies, social-cultural setting and women’s part in the social order.

In bigger companies in the United Kingdom, business and organization are more

organized, and fundamental roles are more properly well-defined (WILLIAMS, LEE, &

HAUGTVEDT, 2004). As a result, personal features of a businessperson are less significant on

the organization, and a profound interweaving between individual and professional sizes of their

life is less probable to happen. Therefore, we have confidence in that investigation on the

influence of Instagram should place micro and minor firms detached from moderate and large

companies.

CONCLUSIONS

The study surveys Instagram advertising capacities for women in business in the United

Kingdom. The results are projected to show the level of Instagram marketing, identify the

advantages and the challenges that arise from the use of the same in the business world. One of

the significant prospects of the study is to disclose specific benefits that the Instagram has over

other social media platforms such as Twitter and Facebook that are also widely used by young

women in business for the promotion of their businesses. However, the United Kingdom being a

developed nation has a stable internet society that relies on and gets much of their information

from the social media especially the Instagram, and this sets an excellent foundation for brand

promotion. Such public connected insights are impartially not new in the United Kingdom, a

country that has advanced and well-developed technologies. Undertaking qualitative study

Instagram and Female Entrepreneurship

method also confines the possibility of data gathering, as it is problematic to collect and assess

individual backgrounds. Future studies can contemplate on larger taster dimensions, which

comprises other forefront young women in business such as food & drink and other bigger

companies. In conclusion, this examination will underwrite to the topic area of business

promotion within the social media platforms and in the wider sense, the provision and the

benefits that can be achieved from the platform. Outcomes-based on this investigation will bring

further understanding to comprehend within the internet that grants women to be their own

bosses and promote in great dimensions the image and brands of the companies they work for.

Instagram and Female Entrepreneurship

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