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The buy button on Instagram

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The buy button on Instagram

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RESEARCH QUESTION What is complicating the implementation of the buy button on Instagram? SUB-QUESTIONS 1. What is the buy button on Instagram? - 2. What is the current adoption of the buy button by users on Instagram? - 3. How are brands successfully using the buy button in their Instagram sales? - 4. Which factors complicate implementation of the buy button on Instagram? SUMMARY The aim of this research report is to get a CLEAR PICTURE of which factors are complicating the adoption of the buy button on Instagram. Increasing global mobile use drives the growth of social media which leads to a new type of commerce, called SOCIAL COMMERCE. Here, online retailers are using social media to drive their e-commerce sales. Instagram is a suitable platform for selling merchandise since it’s users consider themselves FASHION-CONSCIOUS. Therefore, they often turn to the platform for inspiration and show high interaction with brands. […] there are many brands on Instagram have not found success with the buy button or do not know how to use it. In this research report multiple possibilities for this came to light. FIRSTLY, brands do not know how to advertise on Instagram. SECONDLY, brands who do advertise on social media chose to solely focus on Facebook advertising. This, while running an ad on Instagram is relatively simple to do next to Facebook as both channels are closely connected. LASTLY, brands who are active on Instagram merely use Instagram influencers to boost their sales. MAIN FACTORS that complicate the further adoption of the buy button are: FACTOR 1. Poorly functioning mobile websites, for which the Instagram user has little to no tolerance. - FACTOR 2. Security with mobile payment continues to play a role in potential customers abandoning the customer journey before completing the purchase. - FACTOR 3. Marketing managers have inadequate knowledge of the mechanics of social commerce. - FACTOR 4. Lack of knowledge on how to target possible warm leads or how to re-target. - FACTOR 5. Return of investment is often held responsible for hesitant marketing managers. - FACTOR 6. Banner blindness continues to be a hindering factor with online advertising as many Instagram users are unaware of the existence of the buy button. For this continuously testing of various ads is needed to find the right tone-of-voice with the target group in order to stand out among the competitors and to not be considered intrusive with the target group.

Toon meer
OrganisatieHogeschool van Amsterdam
AfdelingMedia, Creatie en Informatie
Jaar2018
TypeBachelorscriptie
TaalEngels

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