BA (HONS) FASHION, MARKETING & RETAILING

An investigation into Instagram as an efficient business model for female-led SME to create awareness and competitive opportunities during the COVID-19 pandemic.

This study investigates Instagram as an efficient business model during the COVID-19 global pandemic for female SME. The research aims to understand Instagram's business potential for female entrepreneurs and its relevance as a sustainable business model during the COVID-19 pandemic.
Existing Literature was explored to evaluate current theories on the subject matter along with qualitive and quantitative data undertook by this research paper. One-to-one interviews with Female SME and SME promoting Instagram pages provided Industry insights into Instagram's efficiency for Female entrepreneurs and their businesses. This was backed up by a questionnaire aimed at active Instagram users to understand shifts in consumer behaviour during the COVID-19 pandemic.
The study revealed that Instagram provided key assets such as engagement and knowledge during the Pandemic, however, offers no evidence of the app providing future growth for Female SME and is not seen as a sustainable business model.
This research contributes to academic research that has been conducted in this area providing an insight into Female-lead SMEs and their use of Instagram during the Covid-19 pandemic.

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This dissertation poster outlines the overall objectives, methods and results from my honours research.

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