EFFICACY OF INSTAGRAM AS AN ADVERTISING PLATFORM FOR YOUNG WOMEN’S CLOTHES IN NAIROBI, KENYA

ABSTRACT
Instagram advertising is gaining popularity among several brands. This study sought to investigate the efficacy of Instagram as an advertising platform for young women’s clothes in Nairobi Kenya. This following specific objectives drove the study: to determine the gratifications that young women derive from Instagram advertising of clothes., to explore the extent to which Instagram is used as a platform for advertising clothes for young women in Nairobi and to investigate how Instagram advertising influences attitude and behavioural intention of young women on advertised clothes. The study was grounded on theory of uses and gratifications that focuses on how individuals use social media and the gratifications they seek from that use. The proponents of the theory make an assumption that the target social media content consumers are active consumers and have control on what to consume as they have ability to make sense from content shared and integrate it in their day to day lives. The study was also based on the hierarchy of effect model which expounds how promotion impacts consumer decision to purchase a commodity or procure a service or not and denotes the development of decision making and learning a consumer is involved in as a result of promotion. A descriptive research design was employed with mixed qualitative and quantitative research methods. The target population comprised young women who are active users of Instagram and use the platform to buy clothes in Nairobi. Snowball sampling was used to identify the young women who already are active Instagram users and use the platform to buy clothes. Purposive sampling was used to identify advertisers of young women’s clothes on Instagram. The study relied on data collected using structured questionnaires and interviews. Data was analysed descriptively where explanations on the relationship between variables according to the findings were done. According to the results, the study concluded that perception, attitude and behaviour are affected by Instagram advertising, which affects clothes purchasing decision of women in Nairobi Kenya. The study also established that good quality, purchasing power and accessibility of clothes were the largest determining factors of purchasing decision of the customers. Other factors that affect buying decision though to a small scale include age, the education attainment, levels of awareness and practical experience in Instagram advertising. The population features of the customers in terms of their age, awareness levels and education provided significant insight into the nature of clothes purchasing decision of women in Kenya.