The impact of Instagram on the growth of small and medium-sized business

Abstract

The relevance of the chosen topic lies in the fact that social networks (especially Instagram) are becoming increasingly important in the field of brand promotion, as well as in the field of large-scale advertising campaigns. The aim of the study is to assess the degree of influence of Instagram on the development of companies in the framework of promoting their brands, increasing sales, customer loyalty, increasing market share and creating a product that will fully meet the requirements and requests of customers through the method of questionnaire. The hypothesis of the importance of Instagram is tested both at the initial levels of development of small and medium-sized businesses, including in connection with the possibility of attracting the necessary financial resources and gaining access to information of various types, and at subsequent stages of development. The analysis of the cases of companies whose growth was mainly due to the integration of the development strategy with the help of Instagram is carried out. Social networks are considered as part of building an effective strategy for an organization to enter new target markets, attract new customers, and promote and adapt the company's products to innovations in the current market