Effectiveness of ‘Instagram’ on the Patronage of Commercial Organizations
Omolara Oluwabusayo Akin-Odukoya
Omolara Oluwabusayo Akin-Odukoya, Department of Mass Communication, Caleb University, Imota (Lagos), Nigeria.
Manuscript received on 30 July 2024 | First Revised Manuscript received on 18 August 2024 | Second Revised Manuscript received on 16 February 2025 | Manuscript Accepted on 15 March 2025 | Manuscript published on 30 March 2025 | PP: 16-20 | Volume-4 Issue-3, March 2025 | Retrieval Number: 100.1/ijmcj.E108403050924 | DOI:10.54105/ijmcj.E1084.04030325
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© The Authors. Published by Lattice Science Publication (LSP). This is an open-access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: Instagram, a popular social media platform with over a billion active users, has become a powerful tool for commercial organizations. Its visual-centric format, engagement features, and advertising capabilities provide businesses with unique opportunities to attract and retain customers. This analysis explores the effectiveness of Instagram in driving patronage for commercial organizations. Instagram has proven to be an effective platform for driving sales and patronage for commercial organisations. Its visual-centric approach, robust engagement tools, and targeted advertising capabilities enable businesses to increase brand awareness, engage customers, and drive sales. However, success on Instagram requires a strategic approach, continuous effort, and adaptability to platform changes and audience preferences. By leveraging Instagram’s unique features and maintaining authenticity, businesses can significantly enhance their patronage and overall success. This study employed Uses and Gratification Theory and the survey method was used in the study. The population of thisstudy consists of students of Caleb University. As such, the total number of students in Caleb University is 3000. The sample size selected for this study is six hundred (600), and a purposive sampling technique was adopted to choose a sample size of six hundred (600). The study’s findings reveal that students utilise Instagram for various purposes. It was also observed that students assess the Instagram network in multiple ways and with various devices. The study concludes that students pay a moderate level of attention to Instagram, indicating a lower addiction level among students to the platform.
Keywords: Commercial, Effectiveness, Instagram, Organizations and Patronage.
Scope of the Article: Media Studies