Instagram as a tool for promoting superfood products
Anna Roth , Tomasz Zawadzki
AbstractSocial media, Instagram included, are more and more often used by enterprises to promote their own products. Year by year there has been an increase in the rate of the use of the analysed channels of marketing, which seem to be one of the most basic forms of spreading information about their products for enterprises active in the field of superfood products. Superfoods are products containing elements characterised by a wealth of nutritional values, e.g. chia seeds or goji berries. The article presents a short characteristic of social media and defines the eponymous superfood category. The research section of the publication analyses the Instagram activity of three Polish producers of food containing superfood elements, namely Chias – a snack producer, ZmianyZmiany – a producer of plant bars, and PowerWaters – a producer of water with caffeine. The current state of affairs with respect to Instagram profiles of the three discussed brands are studied comprehensively and several applicable recommendations are presented. The research also touches upon the issue of improving customer engagement levels as well as the issue of barter exchange as a way to increase sales and brand awareness in the virtual world.
|Journal series||Annals of Marketing Management & Economics, ISSN 2449-7479, e-ISSN 2543-8840, (0 pkt)|
|Publication size in sheets||0.6|
|Keywords in English||superfood, instagram, online communication, social selling|
|Score||= 5.0, 06-02-2020, ArticleFromJournal|
* presented citation count is obtained through Internet information analysis and it is close to the number calculated by the Publish or Perish system.