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Loureiro, 2013). Additionally, Instagram can help one in saving cost for brand designing. Every image taken for a product can be edited and filtered using the Instagram functions (Herman, 2014). According to Barnes (2014) as cited in (Dennis, 2014) Instagram has provided a function known as “hash tags” – (#) for the convenience of indicating the relevant photos and videos to the products of a business. Dennis (2014) also mention that by clicking the hash tags, it allow the Instagram users to view pictures and videos that is relevant to the hash tag. Therefore, many fashion companies are now having an Instagram account to promote their products. Moreover, social media also provide the marketers an easier way to understand their customers. In the case of Instagram, leaving comments and receiving comments on the photo posts can gain more feedback from the customers on the product. Followers are often interested to see the interaction between the organization and the users, so being attentive to the comments would help in improving the relationship with customers (Dennis, 2014). Furthermore, Instagram has included a function known as direct messaging. This function could give the VIP customers another way to communicate and interact with the organization (Herman, 2014). Herman (2014) has stated that the direct message function allows the user to send message that only receiver can view and each message can send out to 15 users each time. 5. Instagram terms of use and privacy policy Just like the other social networking sites, Instagram also faces privacy issue. In late 2012, months after Facebook has taken over Instagram, Instagram has changed its terms of use and privacy policy (BBC News, 2012). The changes made have received many negative responses from the users, as users were not satisfied with their decision. BBC News (2012) also reported that there are people who claimed that the new changes were “Instagram’s suicide note”. The terms of “Instagram may share users’ information with organizations that are related to them” and “Instagram may use the photos and videos uploaded by the users for business use or advertising without any pay back or notice to the users” were updated on the privacy policy of Instagram (Babb & Nelson, 2013). However, due to the difficult wording used, it was difficult to understand what the terms are meant; therefore, there are many users still using Instagram without knowing the changes to the terms and condition (Nelis, 2013). Users who are aware about the changes have shown disappointment and some decided to quit Instagram (BBC News, 2012). As a result to it, Instagram co-founder has released a statement to clear the dissatisfaction by mentioning that they do not intend to apply the terms like that and they will remove the language that confused the users (Gross, 2012). Following the strong negative responses, Instagram has changes back the terms to the original version that had been launched in 2010 (Geron, 2012). 6. Discussion As the marketing strategy trend move from the traditional marketing strategy to social network marketing strategy, many companies have started to participate in promoting the company’s brand through various social networking sites. In this era where everyone is always busy, many customers would prefer looking at visual based advertisement such as pictures and videos than advertisement filled with words. Therefore, the social networking site that best fit the marketing strategy is the Instagram. The popularity of Instagram is rising day by day. Besides being well known among the young people who is active in using social media, Instagram is also getting more popular in the business industry. Many business people uses Instagram as their new platform to market their products and services. The functions of Instagram do not only attract the attentions of all the social networkers but also the marketers. This research paper discussed that Instagram is one of the favorable platforms to market a product or service. It allows user to upload photos and videos, to like other users’ photos and videos, and also to comment on other users’ photos and videos. Marketers could like other users’ photos and videos to attract the attention of other users and to get the company’s name better known. Next, Instagram allows users to comment on each other’s photos and videos; hence, marketers could identify the audience that can be targeted and also interact with customers who are interested in that certain product or service. This method also helps the marketers to gain 4PDF Image | How Instagram can be used as a tool in social networking marketing
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