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customers to build a better image and relationship with customers (Erdogmus & Cicek, 2012). Many international companies acknowledge that social network marketing is a potential marketing platform (Neti, 2011). According to the study, “The State of Small Business Report,” done by Network Solutions, LLC and the University of Maryland’s Robert H. Smith School of Business, 75% of the small businesses have a company page on a social networking site (Neti, 2011). This has showed a significant amount of the popularity of social network marketing among the business people. According to Gorfhamer (2009) as cited in (Erdogmus & Cicek, 2012) customers these days are busier and more powerful, so social network marketing can help the company to be more approachable to the customers at anytime. In the social network marketing, the large number of social media users has given the advantage to the company to get better known in the market (Chianasta & Wijaya, 2014). Although social network marketing is a potential marketing strategy, there is still disadvantage for it. As the social networking sites will allow customers to comment about your brand – whether it is good or bad; often the comment of the customers are more influential and convincing (Jadhav & Kamble & Patil, n.d.). On the other hand, social network marketing does have advantages such as marketing can be done at almost zero cost, create huge exposure to businesses, increasing sales and rising the popularity of the brand (Neti, 2011). 3. Instagram Instagram is founded in 2010 (Bergstrom & Backman, 2013). It is a mobile application, which allows users to share their photos and videos to their followers (Dubovik, 2013). According to Instagram (2014) as cited in (Dennis, 2014) Instagram first started off with providing functions on editing and sharing photos and later on added in the functions of sharing videos and photo messaging directly to another user. Instagram allows users to snap photo or video anywhere they are at anytime and share it with their followers nationally and also internationally (Jadhav & Kamble & Patil, n.d.). According to Otto (n.d.) as cited in (Bevins, 2014), users are able to take a 15 seconds long video and 13 artistic filters are available for user to edit their photos. According to Systrom (2010) as cited in (Maravic, 2013) Instagram started to develop when Kevin Systrom and Mike Krieger want to focus on the HTML5 check-in application named Burbn, which allow the function of location check in, earn point upon meeting friends and post photos. However, they decided to focus on the application’s photo function after some confusion on the application and soon they renamed Burbn to Instagram. Instagram is a word combination of “instant” and “telegram”. In 2012, Facebook have offered $300m cash and 23 million of its shares to Instagram and the deal was finalized very soon after the offer (BBC News, 2012). Instagram is said to be the third most popular social network among the college students in the United States (Salomon, 2013). Following the press released from Instagram (2013) cited in (Maravic, 2013) in the year 2013, Instagram has 100 million monthly active users, 40 million photos were uploaded per day, 8,500 likes and 1,000 comments gained per second. According to The Pew Internet and American Life Project as cited in (Tekulve & Kelly, 2013), 13% of the Internet users are also an Instagram users and following the results of survey done by the Pew, individuals who show positive interest towards Instagram are adults at the age between 18-29, African-Americans, Latinos, women and the urban residents (Duggan & Brenner, 2013). 4. How Instagram contribute to social network marketing Many companies are now commonly using social media to promote their brands and to maintain a friendly relationship with their customers (Saravanakumar & Lakshmi, 2012). Aside from having an account in Facebook and Twitter, new social media platform is coming in to provide another platform for many marketers. Lately, there are many businesses that starting to integrate their business with the Instagram experience (Tekulve & Kelly, 2013). According to an article published on BBC News (2012), study has said that a large amount of the top brands around the world are using Instagram as one of their marketing strategy. Instagram can help a company to promote their products or services (Bevins, 2014). The point that makes Instagram different from other social media is that Instagram is applying a visual based strategy (Hird, 2013). Everything about Instagram is about photograph (Linaschke, 2011). Instagram marketing is an effective way to advertise a product as it is said that a picture speaks a thousand words (Silva & de Melo & Almeida & Salles & 3PDF Image | How Instagram can be used as a tool in social networking marketing
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