Influence of Instagram Advertising on the Patronage of Fashion Products: Focus on Small Scale Fashion Designers in Abia State

International Journal of Communication and Media Science

© 2021 by SSRG - IJCMS Journal

Volume 8 Issue 3

Year of Publication : 2021

Authors : Innocent Paschal Ihechu, Ph.D, Osuagwu, Gladys Amarachi, Nwankwo, Mary Rose Chidera

10.14445/2349641X/IJCMS-V8I3P101

How to Cite?

Innocent Paschal Ihechu, Ph.D, Osuagwu, Gladys Amarachi, Nwankwo, Mary Rose Chidera, "Influence of Instagram Advertising on the Patronage of Fashion Products: Focus on Small Scale Fashion Designers in Abia State," SSRG International Journal of Communication and Media Science, vol. 8,  no. 3, pp. 1-7, 2021. Crossref, https://doi.org/10.14445/2349641X/IJCMS-V8I3P101

Abstract:

The rise of Instagram as an advertising channel has been accompanied by that of brands both small and big, investing their presence on this fast growing social media network. Instagram has seen an emergence of a lot of entrepreneurs and has become a hot spot for fashionable people who follow the platform especially the fashion pages. Therefore this study was designed to determine the level of influence of Instagram ad on the patronage of fashion products especially to small-scale fashion designers in Abia State and the nature of Instagram to small-scale fashion designers in Abia State. The Uses and Gratification theory served as the theoretical framework for the study. The study was survey based and used the questionnaire to solicit opinions from fashion designers in Abia State. The purposive sampling techniques was employed to select 200 small scale fashion designers from four local government areas in Abia State. The findings of the study among other things revealed that Instagram to a great extent influences the patronage of fashion products and services positively and the nature of Instagram to small scale fashion designers is that it is a very effective platform for advertising fashion products and services. It is recommended that more entrepreneurs especially small scale fashion designers in other states should see the platform as a great avenue to advertise their products/services, counter negative perception about their products/services and attend to their customers and potential customers online.

Keywords:

Advertising, Fashion Designers, Influence, Instagram, Social Media.

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