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evaluation of an idea by comparing it with current attitudes (Hovland, 1980). When an Instagram user is looking at a photo challenge contest and realizes that they are not interested in the prize, they will not participate. Users will also not participate if they are not interested in the Instagram account. Therefore, when creating an Instagram contest, it is important to target the right audience and to pick a relevant prize that followers will be interested in. Rationale and Current Study According to the 2013 Social Media Industry Report, 86% of marketers believe social media channels are important components of their marketing initiatives. Fast Company, a business magazine, states that 93% of marketers use social media to promote their business (Cooper, 2015). Social media marketing has become an important aspect for companies to communicate with their customers. The January 2014 GWI Social Summary found that Instagram came first when looking into active usage which is why I decided to choose this social media application for my research. I want to find out which Instagram marketing technique can be the most successful when trying to achieve more followers, have a wider brand recognition, and increase sales. For this study, I took three different Instagram images that employ specific marketing techniques and asked participants to complete a brief online questionnaire. There were three Instagram images per marketing technique with four sets of similar questions that followed. Each participant looked at a questionnaire with three examples of a single technique. The first marketing technique provides three images of celebrities endorsing or wearing the company's’ products. The examples showcase celebrities such as Taylor Swift, Beyonce, and Kim Kardashian who have millions of followers on Instagram. This strategy is connected to Cialdini’s principle of Liking. The second marketing technique that I used in my questionnaires is showing Instagram posts of customers. I provided three images from different companies that Ha 9PDF Image | Experiment: Instagram Marketing Techniques and Their Effectiveness
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