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they posted on their Instagram featuring their customers with their product. This marketing technique is an example of Cialdini’s principle of social proof. Lastly, the third marketing technique is hosting a hashtag and Instagram contest. There are three Instagram posts with directions on how to enter and what hashtag they should add when entering. This technique is tied to Social Judgement Theory. Not all customers are likely to participate and through this theory they decide whether it is beneficial for them to do the challenge or not. By administering a quantitative study, I will find out which marketing technique via the social media application Instagram can prove to be the most successful. RQ: Which marketing technique on Instagram will achieve more followers, have a wider brand recognition, and increase sales? Method Participants This study was conducted at California Polytechnic State University, San Luis Obispo. There were 292 female undergraduate college students all with different majors that participated in this. The mean age of the subjects was 19.85 years old and a standard deviation of 1.29. 13% of the participants were 18 years old, 40% were 19 years old, 12% were 20 years old, 21% were 21 years old and 14% were 22 years old. Survey and Procedure In this study, I asked participants to pick one of out of the three questionnaires that I provided. All three questionnaires asked similar questions but had different brand names and different images that correlated with one of the three Instagram marketing techniques (See Appendix A). All three of the questionnaires started out with the same first two questions which were asking about demographics. The first question asked about gender. The second question Ha 10PDF Image | Experiment: Instagram Marketing Techniques and Their Effectiveness
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