Lakmé's Successful Engagement With Instagram Customers Through Influencers On Instagram

Abstract

Social media has been a part of everyone’s lives in learning, networking, transferring knowledge and information and for many more reasons. There are many social media platforms like Facebook, YouTube, Instagram, Snapchat etc. In this study, Instagram has been taken to identify the marketing strategies that brands follow in order to result in sales. Lakme has been the most popular Indian brand on Instagram with 2.3 million followers. This aim of the study is to identify how successful Lakme is running their business in Instagram through the influencers whom they rely on. A total of 201 responses were collected empirically and analyzed through structural equation modeling methods. The findings suggest the significant relationship among the marketing funnel stages along with influencers driven engagement of Lakme. This study was limited to a smaller number of respondents and in future it is suggested to collect more respondents and a comparative study can be put forth to understand the successful marketing strategies of different cosmetics brands doing their business on Instagram.