The Role of Instagram Engagement in Shaping Customer Perception Among Undergraduate Students in Ogun State: A Case Study on Yellow Plate
Abstract
This study employed a quantitative survey research design to investigate the influence of Instagram engagement on customer perception among undergraduate students in Ogun State, Nigeria. A structured questionnaire was meticulously designed to collect data from a sample of 120 respondents, consisting of students within the age range of 18-30 years. The survey encompassed various aspects, including respondents’ frequency of Instagram usage, interactions with brands on the platform, and their overall experiences with Instagram. The data collected were presented and analyzed using SPSS27, a statistical software well-suited for quantitative research. One-sample t-tests were conducted to scrutinize the hypotheses, assuming a mean of 0 and employing a critical table value of 2.92 at a 5% level of significance. The tests focused on three distinct research questions: the role of Instagram engagement in shaping customer perception, how local businesses leverage Instagram for marketing and evidence-based recommendations for businesses in the food and beverage industry regarding effective Instagram marketing strategies. The findings revealed statistically significant mean scores in favour of the positive impact of Instagram engagement on customer perception, effective Instagram marketing strategies for local businesses, and the influence of engagement on purchasing decisions. The t-test results underscored the robustness of these conclusions. In conclusion, the study highlights the pivotal role of Instagram in shaping customer perceptions and provides practical recommendations for businesses, particularly in the food and beverage sector, to enhance their Instagram marketing strategies. These findings contribute valuable insights to both academia and businesses, emphasizing the importance of strategic Instagram engagement in shaping customer perceptions. This research not only extends the existing literature but also offers tangible recommendations for businesses aiming to optimize their digital marketing efforts on Instagram.
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CHAPTER ONE
INTRODUCTION
 Background to the Study
Instagram, a social media platform, has witnessed significant growth and emerged as a powerful tool for communication, marketing, and brand promotion (Andreani et al., 2021). With over a billion monthly active users worldwide, Instagram’s appeal has captured the attention of a diverse user base, including undergraduate students (Freberg et al., 2021). Its visual-centric nature, interactive features, and captivating storytelling capabilities make it an ideal platform for sharing content, connecting with peers, and following brands.
Ogun State, located in southwestern Nigeria, is a region with a diverse population that includes a substantial number of undergraduate students from various universities and colleges (Masuda et al., 2022). These students are active users of Instagram and represent an important demographic for businesses operating within the state (Gautan, 2021). Instagram is not just a social platform for them; it is a window to explore, connect, and engage with brands.
“Yellow Plate,” a local restaurant in Ogun State, exemplifies the potential of Instagram as a marketing tool (Waworuntu et al., 2022). The restaurant has effectively harnessed Instagram to reach its target audience, the tech-savvy undergraduate students, by sharing high-quality images of its dishes, customer reviews, behind-the-scenes content, and promotional materials. “Yellow Plate” has created a strong online presence on Instagram, making it an intriguing case study for understanding the impact of Instagram engagement on customer perception.
The significance of this study lies in its potential contributions to academia and practical applications in the business world (Hudson et al., 2022). It adds to the existing body of knowledge in the field of social media marketing and customer perception, serving as a reference for future researchers interested in Instagram’s influence on customer perception (Fornell & Bookstein, 2018). Furthermore, it provides valuable insights for local businesses, especially those in the food and beverage industry in Ogun State, to enhance their marketing strategies on Instagram (Booth & Matic, 2021).
Marketers and social media professionals can also benefit from this research by gaining a better understanding of how to leverage Instagram effectively to engage with undergraduate students and shape customer perceptions (Liu, 2021). By exploring the dynamics of Instagram engagement and its impact on customer perception, this study contributes to the evolving field of social media marketing (Gautan, 2021).
The study indirectly benefits undergraduate students by promoting more authentic and engaging interactions with businesses on Instagram (Saravanakumar & Suganthalaksmi, 2022). As they gain a better understanding of the factors influencing their brand perceptions, students can make more informed consumer choices (Wänke, Herrmann, & Schaffner, 2021). Furthermore, businesses’ improved marketing strategies may lead to increased customer engagement and growth, positively impacting the local economy in Ogun State (Hutter et al., 2023).
 Statement of Problem
The proliferation of social media platforms, particularly Instagram, has fundamentally transformed the landscape of marketing and brand promotion (Argyris et al., 2020). Instagram has become a favoured platform among undergraduate students in Ogun State, Nigeria, offering a visually engaging and interactive environment for content sharing and brand engagement (Lim et al., 2017). While this shift presents numerous opportunities for businesses to connect with their target audience, it also poses unique challenges, particularly concerning the influence of Instagram engagement on customer perception.
The statement of the problem at hand revolves around understanding the impact of Instagram engagement on shaping customer perception, specifically among undergraduate students, with a focus on a local restaurant called “Yellow Plate.” This issue is of paramount importance for both businesses and marketing professionals, as it pertains to the effectiveness of their marketing strategies and the cultivation of a positive brand image (Kim & Ko, 2022).
The problem is multifaceted and involves several key components. Firstly, it concerns the extent to which Instagram engagement, encompassing metrics like likes, comments, and shares, influences the way undergraduate students perceive a local restaurant like “Yellow Plate” (Liu, 2021). Secondly, it delves into the role of the content shared on Instagram in shaping customer perception, seeking to identify which types of content are most effective in resonating with the target audience (Siddik et al., 2022).
Additionally, the problem explores the potential moderating effect of influencer endorsements on Instagram engagement and customer perception. Influencers have become integral to social media marketing strategies, and their endorsement could potentially have a unique influence on customer perception compared to regular posts (Hutter et al., 2023).
To address this complex problem, a thorough examination of Instagram engagement, content strategies, and influencer collaborations is essential. The insights gained from this research will offer valuable guidance to businesses, such as “Yellow Plate,” aiming to optimize their social media marketing efforts and improve their brand image among the ever-growing demographic of undergraduate students in Ogun State.
 Objectives of the Study
The study aims to address the aforementioned problems by pursuing the following objectives:
- To investigate the role of Instagram engagement, including likes, comments, shares, and direct messages, in shaping customer perception among undergraduate students in Ogun State.
- To assess how local businesses, like “Yellow Plate,” leverage Instagram as a marketing tool to engage with customers and influence their perceptions.
- To provide evidence-based recommendations for businesses, specifically in the food and beverage industry, on effective Instagram marketing strategies for engaging with undergraduate students.
 Research Questions
The study sought to answer the following research questions:
- How does Instagram engagement, including likes, comments, shares, and direct messages, influence customer perception among undergraduate students in Ogun State?
- How does “Yellow Plate” utilize Instagram as a marketing tool to engage with customers and shape their perceptions?
- What recommendations can be made for businesses, particularly in the food and beverage industry, regarding effective Instagram marketing strategies for engaging with undergraduate students?
 Research Hypotheses
The following research hypotheses were tested in the study:
Null Hypotheses(H0):
- There is no significant positive relationship between Instagram engagement and customer perception among undergraduate students in Ogun State.
- Businesses that effectively use Instagram as a marketing tool, like “Yellow Plate,” do not have a more positive influence on customer perception among undergraduate students.
- Evidence-based recommendations for businesses in the food and beverage industry can not be developed to enhance their Instagram marketing strategies for engaging with undergraduate students.
Alternative Hypotheses(H1):
- There is a significant positive relationship between Instagram engagement and customer perception among undergraduate students in Ogun State.
- Businesses that effectively use Instagram as a marketing tool, like “Yellow Plate,” have a more positive influence on customer perception among undergraduate students.
- Evidence-based recommendations for businesses in the food and beverage industry can be developed to enhance their Instagram marketing strategies for engaging with undergraduate students.
 Significance of the Study
The significance of this study resonates across multiple domains, offering valuable insights for various stakeholders. Within the academic community, it enriches the existing body of knowledge in the realm of social media marketing and its profound influence on customer perception. By scrutinizing how Instagram engagement shapes customer perceptions, this research serves as a foundational resource for future scholars and researchers interested in exploring the ever-evolving dynamics of social media’s impact on consumer behaviour.
For businesses, particularly those in the food and beverage industry in Ogun State and beyond, this study presents a wealth of evidence-based recommendations to enhance their Instagram marketing strategies. Local enterprises, exemplified by “Yellow Plate,” can tap into these insights to optimize their content and engagement strategies. Consequently, this may lead to an improved brand image among their target audience, which prominently comprises undergraduate students.
Marketers and social media professionals stand to gain a deeper understanding of the nuanced art of utilizing Instagram effectively. By dissecting the intricate relationship between Instagram and customer perception, this research equips them with the knowledge required to refine their social media strategies. It underscores the importance of creating compelling, resonant content and fostering robust brand-consumer relationships, which can ultimately translate into enhanced business growth and success.
Indirectly, undergraduate students may reap the benefits of this research as well. As businesses implement more informed and engaging Instagram strategies based on these findings, students can look forward to a more enriching online experience. This, in turn, has the potential to lead to better-informed consumer choices, as their interactions with brands become more meaningful and informative.
Beyond these individual gains, the local economy in Ogun State could experience a positive transformation. By implementing evidence-based marketing strategies and achieving increased customer engagement, businesses may witness growth in their customer base and revenues. This contributes to the broader economic development of the region, resulting in more employment opportunities, increased investments, and an overall enhancement of community well-being.
In summation, the significance of this study is far-reaching, bridging the realms of academic research and practical application. It endeavours to foster a more informed, engaged, and prosperous business environment while enriching the field of social media marketing with invaluable insights and knowledge.
Scope of the Study
This study focused on the influence of Instagram engagement on customer perception among undergraduate students in Ogun State, with a specific case study on “Yellow Plate.” The research was limited to the following aspects:
The geographical scope of the study was confined to Ogun State, Nigeria, to provide a local context for the research. This localized approach allowed for a more in-depth understanding of how Instagram engagement influenced customer perceptions in this specific region.
The primary demographic under scrutiny in this research comprised undergraduate students. While the findings were tailored to this target audience, they may also have held broader implications for businesses looking to engage with and shape the perceptions of younger populations.
The study’s core focus lay in understanding how Instagram engagement affected the customer perception of a local restaurant, “Yellow Plate.”
Within this business-centric framework, the research employed a case study approach to delve into the marketing strategies of “Yellow Plate” and its Instagram engagement activities. This comprehensive examination of a single business entity served as a practical and illustrative example of how social media platforms like Instagram could be harnessed to influence customer perceptions effectively.
As a central component of the study, Instagram engagement was meticulously assessed. Various engagement metrics, such as likes, comments, shares, and direct messages, were scrutinized in the context of their impact on customer perception. This multi-faceted analysis provided a comprehensive view of the intricate dynamics between Instagram engagement and how it shaped customer perceptions.
 Operational Definition of Terms
To ensure clarity in this study, the following terms are defined operationally:
Instagram Engagement: The level of interaction and activity between the users and the Instagram account of “Yellow Plate.” It includes likes, comments, shares, and direct messages.
Customer Perception: The subjective view and opinions held by undergraduate students in Ogun State regarding “Yellow Plate” based on their interactions with the restaurant’s Instagram account and other related content.
Undergraduate Students: Individuals pursuing tertiary education and enrolled in undergraduate programs in colleges or universities in Ogun State.
Local Business: Small to medium-sized businesses, such as “Yellow Plate,” operating within the geographical boundaries of Ogun State.
Marketing Strategies: The methods and approaches employed by “Yellow Plate” to promote its brand, products, and services on Instagram, targeting undergraduate students.
Evidence-Based Recommendations: Practical suggestions and strategies derived from the study’s findings, which local businesses can implement to improve their Instagram marketing efforts.
References
- Gautan, O. (2021). Impact of social media influencers on customers. International Journal of Internet Marketing and Advertising, 15, 220-242.
- Glucksman, M. (2017). The Rise of Social Media Influencer Marketing on Lifestyle Branding: A Case Study of Lucie Fink. Elon Journal of Undergraduate Research in Communications, 8, 77 – 87.
- Goddard, W., & Melville, S. (2020). Research Methodology: An Introduction (2nd ed.). Blackwell Publishing.
- Gray, D. E. (2018). Doing Research in the Real World. London: Sage.
- Guruge, M. (2018). Comparison Between Attributes Related to Celebrity Endorsement and Social Media Influencer Marketing: A Conceptual Review. Sri Lanka Journal of Marketing, 4(1), 17-37.
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