The effectiveness in the use of instagram in the promotion of b2b companies
| Autor | Aleksey A. Nikitin - Tatyana I. Nikitina - Irina M. Kravchenko |
| Cargo | Kazan Federal University. Alexey011281@mail.ru - Kazan Federal University. Tatyana_shreya@mail.ru - Kazan Federal University. Alexey011281@mail.ru, Tatyana_shreya@mail.ru |
| Páginas | 369-378 |
Periódico do Núcleo de Estudos e Pesquisas sobre Gênero e Direito
Centro de Ciências Jurídicas - Universidade Federal da Paraíba
V. 8 - Nº 06 - Ano 2019 – Special Edition
ISSN | 2179-7137 | http://periodicos.ufpb.br/ojs2/index.php/ged/index
369
THE EFFECTIVENESS IN THE USE OF INSTAGRAM IN THE
PROMOTION OF B2B COMPANIES
Aleksey A. Nikitin1
Tatyana I. Nikitina2
Irina M. Kravchenko3
Abstract: This paper contains data from
statistical studies of foreign agencies on
the use of social networks in promoting
companies of the B2B segment
(Business to business) and their
effectiveness. The emphasis was placed
on the social network Instagram, as it is
one of the fastest-growing platforms for
marketing and it has fundamental
differences from other social networks.
As the main methods for conducting the
study, non-participant observation,
monitoring of articles and results of
marketing research, a comparative
analysis of Instagram accounts of B2B
companies and quantitative content
analysis were used. It is assumed that the
chosen methodology most adequately
reflects the real specifics of the
promotion process in the segment
selected for the study. In the process of
studying articles of promotion specialists
1Kazan Federal University. Alexey011281@mail.ru,
2 Kazan Federal University. Tatyana_shreya@mail.ru
3 Kazan Federal University. Alexey011281@mail.ru, Tatyana_shreya@mail.ru
on social networks, the goals of
promoting B2B companies, their target
audience, the main types of content and
other features of maintaining an account
for using the Instagram platform as an
effective marketing tool were identified
and described. As a result of the analysis
of statistical data obtained within the
framework of various large studies and
successful cases on the natural
promotion of Instagram accounts of
world B2B companies, conclusions were
drawn about the effectiveness of using
the social network Instagram for the B2B
segment.
Keywords: Instagram, SMM-
marketing, social networks, B2B-sphere,
companies, promotion.
Introduction
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