SWOSU What Would You Suggest Improving for Future Research Questions

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Rznql90

Business Finance

Southwestern Oklahoma State University

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just reed the research paper and answer question


1)What do you like about this research project?

2)What would you suggest improving for future research?

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Running Head: INSTAGRAM MARKETING IN THE WEDDING VENUE INDUSTRY Instagram Marketing in the Wedding Venue Industry Jayla Bain, Melissa Javorsky, Sahirah Alhashim, Katrina Wichert Southwestern Oklahoma State University INSTAGRAM MARKETING IN THE WEDDING VENUE INDUSTRY 2 Abstract In the last decade, the wedding industry, specifically and especially venues, has been growing more popular and profitable, a huge reason being social media. This is mostly because couples can now see examples of those in the industry have to offer which gives the couple more ability to perfectly visualize their “dream day” with more accuracy. Southwind Hills, Rosemary Ridge, and Spain Ranch are three examples of successful wedding venues in Oklahoma. The different marketing strategies each venue uses on their Instagram accounts can be evaluated to determine which types of posts are most successful. General engagement and captions are variables that determine how new posts perform. Many 18-34 year-olds use Instagram to chronicle their lives and a large part of their lives could be a wedding. Therefore, potential venues can use Instagram to increase interest, showcase different wedding styles, and create a positive reputation. This research can be used for both new and old wedding venues, as well as other vendors in the industry, by potentially sharing the best practices for Instagram use that can result in increasing profits, clientele, brand, and popularity. Introduction The wedding industry has drastically changed in the last ten years. Couples are spending more money on their weddings than ever before. The rise of this industry can most likely be credited to the social media craze of generations Y and Z. Platforms such as Pinterest and Instagram enable girls to obsess and fantasize over picture-perfect wedding details. From the ring to the honeymoon, the 2019 average amount spend on wedding expenses was $38,700. That’s only a few thousand dollars short of the average American annual salary for the same year! Most often, the majority of the wedding budget goes toward the venue. The following research was targeted on three popular wedding venues in Oklahoma and their marketing strategies through Instagram. The results were based on the evaluations from the chosen venues’ different forms of posts based on content, likes per post, and comments per post to see which types of posts are most effective. Literature Review “Instagram is one of the main social platforms for business promotion. Millions of potential customers and endless visual marketing opportunities makes Instagram a perfect place to increase online sales” (Jaderlund, 2019). This is mainly due to it being an image-based platform which allows consumers to see before they buy. This particular project investigated “natural language processing techniques applied to users’ comments on Instagram in order to determine a new algorithm that [would] include content analysis to the list of feed ranking factors” (Jaderlund, 2019). Today’s world is flooded with social media use. This has brought about the rise of “influencers,” and the wedding industry is no exception. “The data shows that each year, newly engaged folk are increasingly turning to social media to help plan their special day” (mediakix). Therefore, a wedding venue’s strong Instagram presence is crucial to its success. The effects of social media can be seen throughout the American economy. This is especially true within the wedding industry in particular. “It’s nearly impossible to separate the wedding industry from social media. The former has become so influenced by the latter that it’s difficult to see a future without this relationship” (Micmohen, 2018). INSTAGRAM MARKETING IN THE WEDDING VENUE INDUSTRY 3 Social media is one of the fastest growing industries in the world with more than 100 different platforms at this time with Instagram being one of the top sites. This particular research used Michael Porter’s Five Forces to conduct an industry analysis along with a thorough evaluation. It includes a “detailed analysis of the environment and organization of Instagram and its users, financial details and unique marketing strategy used by the company to gain more advertisers. With 700 million active users and one million active advertisers, the target market for additional customers is already front and center” (Musonera, 2018). Social media in general has changed the way that many engaged couples plan their weddings. Therefore, it is important for wedding vendor business to be present across social media websites. This is because it gets the vendors in front of those engaged couples as they are gathering and sharing ideas for their big day. “Instagram is now one of the largest social media sites with over 800 million active users. 50% of those users follow at least one business account” (Wed Safe, 2020). Methodology for Content Analysis A content analysis was conducted by looking into the Instagram profiles of three different Oklahoma wedding venues to evaluate the different content of their posts. This is to determine which types of posts had the most interactions by comparing the number of likes and comments. The data is separated by the different content of the posts into 6 categories with ten posts in each: photos of the venue, couples, detail shots, group shots, styled shoots, and ads and graphics. The majority of the posts on each profile fall into one of these categories. This information is averaged out into the number of likes and comments for each category per page. The averages for each venue are compared to the others to identify any trends. INSTAGRAM MARKETING IN THE WEDDING VENUE INDUSTRY 4 Findings We recorded how many likes and comments for 10 posts of each kind of picture. Our picture content included the Venue, Couple, Details, Group Shots, Styled Shoots, and Ads/Graphics. INSTAGRAM MARKETING IN THE WEDDING VENUE INDUSTRY 5 Discussion Once the data was collected, clear conclusions were determined. The first thing that was noticed was that pictures of venues received the most likes across each venue. At Rosemary Ridge the venue pictures and couple pictures tied for the most likes. These kinds of post also received the most comments. It was concluded that people go to these social media pages to see pictures of the venue. However, traditional marketing would say that the “people” category would do best. Another clear finding was people do not like ads. The posts with added graphics on the picture seem to cause a huge decrease in interactions. For example, their average likes and comments were the lowest out of all the posts. Another observation noted was with styled shoots. Spain Ranch and Southwind Hills have hosted styled shoots for content to post. The average likes and comments for this category reached around the middle range of interaction. This finding could encourage venues like Rosemary Ridge to host a styled shoot for extra posting content. Suggestions for Future Research and Conclusion The next step in this research should be going back through each of these posts and seeing who is tagged or involved in the posts. This may influence how many interactions the post will receive. The time of day the images are posted could also be recorded. This may influence the interactions as well if it is fresh on people’s feed when they are most busy on Instagram. With this research, venue owners can now see what works for their Instagram page and what people like to see. This could influence the content they post and change their marketing strategies. Other businesses can use this research as well. They can see how the data was collected and run their own analysis on social media. With social media becoming increasingly popular and weddings becoming more elaborate, having an Instagram page to market is key in the wedding industry. References Jaderlund, M. (2019). Wed 2.0: improving customer experience with wedding service providers through investigation of the ranking mechanism and sentiment analysis of user feedback on Instagram . http://www.diva-portal.org/smash/record.jsf?pid=diva2%3A1323771&dswid=4238. Digitala Ventenskapliga Arkivet. mediakix. (n.d.). How Instagram Influencers are Changing the Wedding Industry. Retrieved from mediakix: https://mediakix.com/blog/wedding-instagram-influencers-industry-trends/ Micmohen, J. (2018, September 22). Understanding Social Media's Role in the Explosion of the Wedding Industry . Retrieved from Social Media Explorer: https://socialmediaexplorer.com/social-mediamarketing/understanding-social-medias-role-in-the-explosion-of-the-wedding-industry/ Musonera, E. (2018). Instagram: A Photo Sharing Application. Journal of the International Academy for Case Studies, Vol: 24 Issue: 4. Wed Safe. (2020). 10 Important Instagram Tips that Every Wedding Vendor Should Know . Retrieved from Wed Safe: https://www.wedsafe.com/Pages/10-instagram-tips-for-wedding-vendors.aspx
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1) What do you like about this research project?
Follows format of a research abstract, introduction, literature review, methodology for content
analysis, findings, discussion, and conclusion.
Proper capitalization of the first letter of t...


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