An exploratory study with the purpose of gaining in-depth understanding of how South African small, medium and micro enterprise businesses are using Instagram as a branding tool

Abstract

SMMEs play an enormous role in the growth of the South African economy, absorbing approximately seventy to eighty percent of the employment population thus creating job opportunities and a large margin for economic growth. However up to seventy percent of all small South African businesses go bankrupt before their second year of existence. This is due to lack of optimal branding and use of branding tools. With social media ever evolving and Instagram being a ‘hot topic’ among brands, it is no surprise that the use of social media as a branding tool, keeping in mind that it makes use of the various contact points within social media marketing, builds trust between consumer and brand which in turn makes it an incredibly beneficial tool for any South African SMME to add to their inventory. This increased trust that is formed through the incorporation of brand and social media, specifically Instagram, is essential in creating synergy with regards to coherent delivered and received messages that stay true to the identity of a meaningful brand. The following study will do in depth research as to how Instagram could be optimally used and prioritised as a branding tool when it comes to the communication and interaction between South African SMME brands and their consumers.