A

SUMMER TRAINING REPORT

ON
"SURVEY ON INSTAGRAM"

Instagram

SUBMITTED BY:
Mohammad Kaif
BBA 5th Sem
Roll No: 1903038
Enrollment No: A-3442
UNDER THE GUIDANCE OF
Pro.( Dr). Syed Haider Ali

KHWAJA MOINUDDIN CHISHTI LANGUAGE UNIVERSITY,

LUCKNOW
(Session: 2021-22)
PREFACE

A professional course in( Bachelor of business administration) is incomplete unless

the theoretical knowledge acquired in the classroom is backed up by practical ex-
posure ,as theories alone do not give perfection to any discipline The gap between
theory and practiced is bridged by the summer training which has been an integral
part of the syllabus.

This present Project report is an image of what I have done and observed during

my market survey on INSTAGRAM.

This report is the result of the work done during the research period.

I have tried my level best to be as a systematic as possible and to avoid any sort of

biases.
DECLARATION

This is to declare that , I,Mohammad Kaif, a student of Bachelor of Business

Administration Khwaja Moinuddin Chishti Language University Lucknow,

have given original and authentic data, information and maintained full

confidentiality to the best of my knowledge in the project report titled "SURVEY

ON INSTAGRAM "and that no part of this information has been used for any

other assignment but for the partial of the requirement towards the completion of

the said course.

 ACKNOWLEDGEMENT

I would like to express my special thanks of gratitude to my HOD Pro.( Dr). Syed

Haider Ali who gave me the golden opportunity to do this wonderful project on

the topic Survey on Instagram, which also helped me in doing a lot of Research

and i came to know about so many new things I am really thankful to them.

Secondly i would also like to thank my parents and friends who helped me a lot in

finalizing this project within the limited time frame

 Table of Content

1 INTRODUCTION 1-2

2 COMPANY PROFILE 3-29

3 LITERATURE REVIEW 30-32

4 RESEARCH METHODOLOGY 33-37

5 RESEARCH DESIGN 38-40

6 SCOPE 41-45

7 DATA INTERPRETATION AND ANALYSYS 46-62

8 FINDINGS 63

9 CONCLUSION 64

10 LIMITATIONS 65

11 RECOMMENDATIONS 66

12 BIBLIOGRAPHY 67

13 ANNEXURES 68-71
 INTRODUCTION

The social media era is well and truly underway and photo sharing app Instagram
is one of the biggest hot topic social platforms. We'll show why it's important and
how to get started.

Instagram is essentially a camera smartphone app with a social community built

behind it for sharing images. The app was purchased from its creators in 2012 by
none other than the world's leading social media network, Facebook.

Instagram was designed to capitalise on the ever improving technology crossover

between smartphones and photography. Year on year new mobile devices focus on
their built-in camera functions as a key selling point, mostly due to the increasing
photo and short video-led world of social sharing

INSTAGRAM

● Instagram is the fastest growing social media platform in the world at present

● It has over a billion users worldwide (June 2018)

 ● Over 60% of users log in daily, making the platform second only to Facebook
in terms of engagemen.
● The platform is estimated to receive over 100 million new image uploads per
day
● Users engage via comments or likes and the platform produces over 10,000
engagements every second
.
Instagram has huge penetration with the tech savvy Millennial audience (18-30)
who are also the top online spending demographic,

Health, beauty and fashion are dominant categories within Instagram but travel and
food are also very popular,

Until recently Instagram was completely untouched by advertising formats. A

user's Instagram timeline is only populated with images posted by other users they
have purposely elected to 'follow'. Thus the platform is seen as one of the most
controlled and non-invasive social media platforms around. That said, despite
being the least invasive, Instagram has a very personal connection with its users.
It's often said to be a highly motivational and inspiring platform within which
personal discovery is seamlessly promoted.

Instagram has added video functionality to their platform within the last 12
months. This allows for videos (with sound) of up to 15 seconds to be used in place
of an image. As a brand, this means you can use Instagram with a greater range of
creativity. You can also use it to build a more personal connection with users.
Some Instagram users have earned celebrity status similar to that enjoyed by
YouTube Vloggers (Video Bloggers) showing just how powerful the platform can
be and why it's worth including in your social media marketing plan.
COMPANY
PROFILE
FOR
INSTAGRAM
 INSTAGRAM

Instagram (common abbreviated to IG or Insta) is an American photo and video

sharing social networking service owned by Facebook, created by Kevin

Systrom and Mike Krieger and originally launched on i0S in October 2010.

The Android version was released in April 2012, followed by a feature-

limited desktop interface in November 2012, a Fire OS app in June 2014, and an

app for Windows 10 in October 2016. The app allows users to upload media that

can be edited with filters and organized by hashtags and geographical tagging.

Posts can be shared publicly or with pre-approved followers. Users can browse

other users content by tags and locations and view trending content. Users

can like photos and follow other users to add their content to a feed, a function that

seems to be discontinued as of September 2020.

 Instagram was originally distinguished by only allowing content to be

framed in a square (1:1) aspect ratio with 640 pixels to match the display width of

the iPhone at the time. In 2015, these restrictions were eased with an increase to

1080 pixels. The service also added messaging features, the ability to include

multiple images or videos in a single post, and a Stories feature-similar to its

main opposition Snapchat-which allows users to post photos and videos toa

sequential feed, with each post accessible by others for 24 hours each. As of

January 2019, the Stories feature is used by 500 million users daily.

After its launch in 2010, Instagram rapidly gained popularity, with one million

registered users in two months, 10 million in a year, and 1 billion as of June

2018. In April 2012, Facebook acquired the service for approximately US$I billion

in cash and stock. As of October 2015, over 40 billion photos had been uploaded.

Although praised for its influence,. Instagram has been the subject of criticism.

most notably for policy and interface changes, allegations of censorship, and illegal

or improper content uploaded by users.

 HISTORY
Instagram began devetopment San Francisco as Burbn, a mobile check-in app

created by Kevin Systrom and Mike Krieger. Realizing that Burbn was too similar

to Foursquare, systrom and Kie ger refocused their app on photo-sharing. which

had become a popular feature among Burbn users. They renamed the app

Instagram, a portmanteau of "instant camera" and "telegram",

2010-2011: Beginnings and major funding

On March 5, 2010, Systrom closed a $500,000 seed funding round with Baseline

Ventures and Andreessen Horowitz while working on Burbn. Josh Riedel joinecd

the company in October as Community Manager, Shayne Sweeney joined in

November as an engineer, and Jessica Zollman joined as a Community Evangelist

in August 2011.

The first Instagram post was a photo of South Beach Harbor at Pier 38, postedI by

Mike Krieger at 5:26 PM on July 16, 2010. Systrom shared his first post, a picture

of a dog and his girlfriend's foot, a few hours later at 9:24 PM. It has been wrongly

attributed as the first Instagram photo due to the earlier letter of the alphabet in
its URL On October 6, 2010, the Instagram iOS app was officially released

through the App Store.

In February 2011, it was reported that Instagram had raised $7 million in Series

A funding from a variety of investors, including Benchmark Capital, Jack

Dorsey, Chris Sacca (through Capital fund), and Adam D'Angelo. The deal valued

Instagram at around $20 million. In April 2012, Instagram raised $50 million from

venture capitalists with a $500 million valuation. Joshua Kushner was the second

largest investor in Instagram's Series B fundrais ing round, leading his investment

firm, Thrive Capital, to double its money after the sale to Facebook.

2012-2014: Additional platforms and acquisition

by Facebook

On April 3, 2012, Instagram released a version of its app for Android phones, and

it was downloaded more than one million times in less than one day. The Android

app has since received two significant updates: first, in March 2014, which cut the

file size of the app by half and added performance improvements; then in April

2017, to add an offline mode that allows users to view and interact with content

without an Internet connection. At the time of the announcement, it was reported

that 80% of Instagrams 600 million users are located outside the U.S., and while

the aforementioned functionality was live at its announcement, Instagram also

announced its intention to make more features available offline, and that they were

exploring an 1OS version"

On April 9, 2012, Facebook, Inc, bought Instagram for $1 billion in cash and

stock, with a plan to keep the company independently managed. Britain's Office of

Fair Trading approved the deal on August 14, 2012, and on August 22. 2012,

the Federal Trade Commission in the U.S. closed its investigation, allowing the

deal to proceed. On Septe mber 6, 2012, the deal between Instagram and Facebook

officially closed with a purchase price of $300 million in cash and 23 million

shares of stock.

The deal closed just before Facebook's scheduled initial public offering according

to CNN. The deal price was compared to the $35 million Yahoo! paid for Flickr in

2005. Mark Zuckerberg said Facebook was "committed to building and growing

Instagram independently."40 According to Wired, the deal netted Systrom

S400 million.

In November 2012, Instagram launched website profiles, allowing anyone to see

user feeds from a web browser with limited functionality.

Since the app's launch it had used the Foursquare API technology to provide

named location tagging. In March 2014, Instagram started to test and switch the

technology to use Facebook Places.

2015-2017: Redesign and Windows app

In June 2015, the desktop website user interface was redesigned to become

more flat and minimalistic, but with more screen space for each photo and to

resemble the layout of Instagram's mobile website. Furthermore, one row of

pictures only has three instead of five photos to match the mobile layout.

The slideshow banner on the top of profile pages, which simultaneously slide-

showed seven picture tiles of pictures posted by the user, alternating at different

times in a random order, has been removed. In addition, the formerly angular

profile pictures became circular

On May 11, 2016, Instagram revamped its design, adding a black-and-white flat

design. theme for the app's user interface and less skeuomorphistic, a

amore abstract, "modern" and colorful icon. Rumors of a redesign first started

circulating in April, when The Verge received a screenshot from a tipster, but at

the
time, an Instagram spokesperson simply told the publication that it was only a

concept.

On December 6, 2016, Instagram introduced comment liking. However, unlike

post likes, the user who posted a comment does not receive notifications about

comment likes in their notification inbox. Uploaders can optionally decide to

deactivate comments onto a post.

In April 2016, Instagram released a Windows 10 Mobile app. after years of

demand from Microsoft and the public to release an app for the platform. The

platform previously had a beta version of Instagram, first released on November

21, 2013 for Windows Phone 8. The new app added support for videos (viewing

and creating posts or stories, and viewing live streams), album posts and direct

messages. Similarly, an app for Windows 10 personal computers and tablets was

released in October 2016. In May, Instagram updated its mobile website to allow

users to upload photos, and to add a "lightweight" version of the Explore tab.

On April 30, 2019, the Windows 10 Mobile app was discontinued, though the

mobile website remains available as a progressive web application (PWA) with

limited functionality. The app remains available on Windows 10 computers

tablets, also updated to a PWA in 2020.

2018-2019: IGTV, removal of the like counter,

management changes
To comply with the GDPR regulations regarding data portability, Instagram

introduced the abilty tor users to download an archive of their user data in April

2018

IGTV launched on June 20, 2018 as a standalone video application.

On September 24, 2018, Krieger and Systrom announced in a statement they

would be stepping down from Instagram. On October 1, 2018, it was announced

that Adam Mosseri would be the new head of Instagram.

During Facebook F8, it was announced that Instagram would, beginning in

Canada, pilot the removal of publicly-displayed "like" counts for content posted by

other users. Like counts would only be visible to the user who originally posted the

content. Mosseri stated that this was intended to have users "worry a little bit less

about how many likes they're getting on Instagram and spend a bit more time

connecting with the people that they care about." It has been argued that low

numbers of likes in relativity to others could contribute to a lower self-esteem in

users. The pilot began in May 2019, and was extended to 6 other markets in

July, The pilot was expanded worldwide in November 2019. Also in July 2019,

Instagram announced that it would implement new features designed to reduce

harassment and negative comments on the service.

In August 2019, Instagram also began to pilot the removal of the "Following" tab

from the app, which had allowed users to view a feed of the likes and comments

made by users they follow. The change was made official in October, with head of

product Vishal Shah stating that the feature was underused and that some users

were "surprised" when they realized their activity was being surfaced in this

manner.

Already in October 2019, there were articles describing that Instagram introduced

a limit on the number of posts visible to people not logged-in in page scrolling

mode (until then public profiles had been available to everyone. This restrictions

seems to have been expanded to also include logged in users as pr. September

2020.

2020-present: New features

In March 2020, Instagram launched a new feature called "Co-Watching". The new

feature allows users to share posts with each other over video calls. According to

Instagram, they pushed forward the launch of Co-Watching in order to meet the

demand for virtually connecting with friends and family as more people are told to

stay at home and "social distance" as a result of the COVID-19 pande mic.
August 2020, Instagram launched a new feature called "Recls". The feature is

eimilar to TikTok. Instagram also added suggested posts in August 2020. After

scrolling through posts from the past 48 hours, Instagram displays posts related to

their interests from accounts they do not follow.

In February 2021, nstagram began testing a new feature called Vertical Stories,

said by some sources to be inspired by TikTok. The same month, they also began

testing the removal of ability to share feed posts to stories.

Features and tools

An original photograph (left) is automatically cropped to a square by Instagram,

and has a filter added at the selection of the user (right)

13
A photo collage of an unprocessed image (top left) modified with the 16

different Instagram filters available in 2011

Users can upload photographs and short videos, follow other users'

feeds and geotag images with the name of a location. Users can set their account as

"private", thereby requiring that they approve any new follower requests Users can

connect their Instagram account to other social networking sites, enabling them to

share uploaded photos to those sites. In September 2011, a new version of the app

included new and live filters, instant tilt-shift, high-resolution photographs,

optional borders, one-click rotation, and an updated icon. Photos were initially

restricted to a square, 1:1 aspect ratio; since August 2015, the app supports portrait

and widescreen aspect ratios as well. Users could formerly view a map of a

user's geotagged photos. The feature was removed in September 2016, citing low

usage

Since December 2016, posts can be "saved" into a private area of the app. The

feature was updated in April 2017 to let users organize saved posts into named

collections. Users can also "archive" their posts in a private storage area, out of

visibility for the public and other users. The move was seen as a way to prevent
users from deleting photos that don't garner a desired number of "likes" or are

deemed boring, but also as a way to limit the "emergent behavior" of deleting

photos, which deprives the service of content. In August, Instagram announced that

it would start organizing comments into threads, letting users more easily interact

with replies.

Since February 2017, up to ten pictures or videos can be included in a single post,

with the content apPpearing as a swipeable carousel. The feature originally limited

photos to the square format, but received an update in August to enable portrait and

landscape photos instead.

In April 2018, Instagram launched its version of a portrait mode called "focus

mode," which gently blurs the background of a photo or video while keeping the

subject in focus when selected. In November, Instagram began to support Alt

text to add descriptions of photos for the. visually impaired. They are either

generated. automatically using object recognition (using existing Facebook

technology) or manually specified by the uploader.

Hashtags
In January 2011, Instagram introduced hashtags to help users discover both photos

and each other. Instagram encourages users to make tags both specific and

relevant, rather than tagging generic words like "photo", to make photographs

stand out and to attract like-nminded Instagram users.

Users on Instagram have created "trends" through hashtags. The trends deemed the

most popular on the platform often highlight a specific day of the week to post the

material on. Examples of popular trends include #SelfieSunday, in which users

post a photo of their faces on Sundays; #MotivationMonday, in which users post

motivational photos on Mondays; #Transformation'Tuesday, in which users post

the photos highlighting differences from the past to present;

#WomanCrushWednesday, in which users post photos of women they have a

romantic interest in or view favorably, as well as its #ManCrushMonday

counterpart centered on men; and #ThrowbackThursday, in which users post a

photo from their past, highlighting a particular moment.

In December 2017, Instagram began to allow users to follow hashtags. which

display relevant highlights of the topic in their feeds.

Explore
In June 2012, Instagram introduced "Explore", a tab inside the app that displays

popular photos, photos taken at nearby locations, and search. The tab was updated

in June 2015 to feature trending tags and places, curated content, and the ability to

search for locations. In April 2016, Instagram added a "Videos You Might Like"

channel to the tab, followed by an "Events" channel in August, featuring videos

from concerts, sports games, and other live events, followed by the addition of

Instagram Stories in October. The tab was later expanded again in November 2016

after Instagram Live launched to display an algorithmically-curated page of the

"best" Instagram Live videos currently airing. In May 2017, Instagram once again

updated the Explore tab to promote public Stories content from nearby places.
Video
Initially a purely photo-sharing service, Instagram incorporated 15-second video

haring in June 2013. The addition was seen by some in the technology media as

Facebook's attempt at competing with the then-popular video-sharing

application Vine . In August 2015 Instagram added support

for widescreen videos. In March 2016, Instagram increased the 15-second video

limit to 60 seconds. Albums were introduced in February 2017, which allow up to

10 minutes of video to be shared in one post

IGTV
IGTV is a vertical video application launched by Instagram in June 2018. Basic

functionality is also available within the Instagram app and website. IGTV allows

uploads of up to 10 minutes in length with a file size of up to 650 MB, with

verified and popular users allowed to upload videos of up to 60 minutes in length

with a file size of up to 5.4 GB. The app automatically begins playing videos as

soon as it is launched, which CEO Kevin Systrom contrasted to video hosts where

one must first locate a video.

Reels
In November 2019, it was reported that Instagram had begun to pilot a new video

feature known as "Reels" in Brazil, expanding to France and Germany

afterwards. It is similar in functionality to the Chinese video-sharing

service TikTok, with a focus on allowing users to record short videos set to pre-

existing sound clips from other posts. Users could make up to 15 (later 30) second

videos using this feature. Reels also integrates with existing Instagram filters and

editing tools.

In July 2020, Instagram rolled out Reels to India after TikTok was banned in the

country. The following month, Reels officially launched in 50 countries including

the United States, Canada and United Kingdom. Instagram has recently introduce a

reel button on home page.

Instagram Direct
In December 2013, Instagram announced Instagram Direct, a feature that lets users

interact through private messaging. Users who follow cach other can send private

messages with photos and videos, in contrast to the public-only requirement that

was previously in place. When users receive a private message from someone they

don't follow, the message is marked as pending and the user must accept to see it.

Users can send a photo to a maximum of 15 people. The feature received a major

update in September 2015, adding conversation threading and making it possible

for users to share locations, hashtag pages, and profiles through private messages

directly from the news feed. Additionally, users can now reply to private messages

with text, emoji or by clicking on a heart icon. A camera inside Direct lets users

take a photo and send it to the recipient without leaving the conversation. A new

update in November 2016 let users make their private messages "disappear" after

being viewed by the recipient, with the sender receiving a notification if the

recipient takes a screenshot.

In April 2017, Instagram redesigned Direct to combine all private messages, both

permanent and ephemeral, into the same message threads. In May, Instagram made

it possible to send website links in messages, and also added support for sending

photos in their original portrait or landscape orientation without cropping.

In April 2020, Direct became accessible from the Instagram website.

In August 2020, Facebook started merging Instagram Direct into Facebook

Messenger. After the update (which is rolled out to a segment of the user base) the

Instagram Direct icon transforms into Facebook Messenger icon.

Instagram Stories
In August 2016, Instagram launched Instagram Stories, a feature that allows users

to take photos, add effects and layers, and add them to their Instagram story.

Images uploaded to a user's story expire after 24 hours. The media noted the

feature's similarities to Snapchat. In. response to criticism that it copied

functionality from Snapchat, CEO Kevin Systrom told Recode that "Day One

Instagram a combination of Hipstamatic, Twitter. [and] stuff was Some

from Facebook like the Like' button. You can trace the roots of every feature

anyone has in their app, somewhere in the history of technology". Although

Systrom acknowledged the criticism as "fair", Recode wrote that "he likened the

two social apps' common features to the auto industry: Multiple car companies can
coexist, with enough diterences among them that they serve different consumer

audiences". Systrom further stated that "When we adopted [Stories), we decided

that one of the really annoying things about the format is that it just kept going and

you couldn't pause it to look at something, you couldn't rewind. We did all that, we

implemented that." He also told the publication that Snapchat "didn't have filters,

originally. They adopted filters because Instagram had filters and a lot of others

were trying to adopt filters as well.

In November, Instagram added live video functionality to Instagram Stories,

allowing users to broadcast themselves live, with the video disappearing

immediately after ending.

In January 2017, Instagram launched skippable ads, where five-second photo and

15-second video ads appear in-between different stories.

In April 2017, Instagram Stories incorporated augmented reality stickers, a "clone"

of Snapchat's functionality.

In May 2017, Instagram expanded the augmented reality sticker feature to support

face filters, letting users add specific visual features onto their faces.

Later in May, TechCrunch reported about tests of a Location Stories feature in

Instagram Stories, where public Stories content at a certain location are compiled

and displayed on a business, land mark or place's Instagram page. A few days later,
Instagram announced story Search", in which users can search for geographic

locations or hashtags and the app displays relevant public Stories content featuring

the search term.

In June 2017, Instagram revised its live-video functionality to allow users to add

their live broadcast to their story for availability in the next 24 hours, or discard thee

broadcast immediately. In July, Instagram started allowing users to respond to

Stories content by sending photos and videos, complete with Instagram effects

such as filters, stickers, and hashtags.

Stories were made available for viewing on Instagram's mobile and desktop

websites in late August 2017.

On December 5, 2017, Instagram introduced "Story Highlights", also known as

"Permanent Stories", which are similar to Instagram Stories, but don't expire. They

appear as circles below the profile picture and biography and are accessible from

the desktop website as well.

In June 2018, the daily active story users of Instagram had reached 400 million

users, and monthly active users had reached 1 billion active users.
Instagram Office Locations
Instagram has offices in Menlo Park, New York, San Francisco, São Paulo and in 3

other locations

Menlo Park, CA, US (HQ)

1 Hacker Way

New York, NY, US

770 Broadway

San Francisco, CA, US

181 Fremont Street, 181 Fremont St, San Francisco
Ppppppppl

Instagram Financials and Metrics

Summary Metrics

Founding Date. 2010

Total Funding $57.5 mn

Investors Sequoia. Capital, Benchmark, Greylock

Partners, Andreessen Horowitz Chris

Sacca, Thrive Capital, Lowercase

Capital, Baseline Ventures, Jack

Dorsey, Adam D'Angelo

In total, Instagram had raised $57.5 m. Instagram is a subsidiary of Facebook

Instagram Revenue
Instagram's revenue was reported to be$12 b in Y, 2018 which is

a 192.7% increase from the previous period.

Users
Eollowing the release in October, Instagram had one million registered users in

December 2010. In June. 2011, it announced that it had 5 million users, which

increased to 10 million in September. This growth continued to 30 million users in

April 2012, 80 million in July 2012, 100 million in February 2013, 130 million in

June 2013,. 150 million in September 2013, 300 million. in December

2014, 400 million in September 2015, 500 million in June 2016, 600 million in

December 2016, 700 million in April 2017, and 800 million in September 2017

In October 2016, Instagram Stories reached 100 million active users, two months

after launch. This increased to 150 million in January 2017, 200 million in April,

surpassing Snapchat's user growth and 250 million active users in June 2017.

In April 2017, Instagram Direct had 375 million monthly users.

In June 2011, Instagram passed 100 million photos uploaded to the service. This

grew to 150 million in August 2011, and by June 2013, there were over 16 billion

photos on the service. In October 2015, there existed over 40 billion photos.
Demographics
Instagram's users are divided cqually with. 50% iPhone owners and 50% Android

owners. While Instagram has a neutral gender-bias format, 68% of Instagram users

are female while 32% are male. Instagram's geographical use is shown to favor

urban areas as 17% of US adults who live in urban areas use Instagram while only

11% of adults in suburban and rural areas do so. While Instagram may appear to be

one of the most widely used sites for. photo sharing, only 7% of daily photo

uploads, among the top four photo-sharing platforms,. come from Instagram.

Instagram has been proven to attract the younger. generation with 90% of the

150 million users under the age of 35. From June 2012 to June 2013, Instagram

approximately doubled their number of users. With regards to income, 15% of US

Internet users who make less than $30,000 per year use Ins tagram, while 14% of

those making $30,000 to $50,000, and 12% of users who make more than $50,000

per year do so. With respect to the education demographic, respondents with some

college education proved to be the most active on Instagram with 23%. Following

behind, college graduates consist of 18% and users with a high school diploma or

less make up 15%. Among these Instagram users, 24% say they use the app several

times a day.
Awards
Instagram Was the runner-up for "Best Mobile App" the at

2010 TechCrunch Crunchies in January 2011. In May 2011, Fast Company listed

CEO Kevin Systrom at number 66 in "The 100 Most Creative People in Business

in 2011". In June 2011, Inc. included co-founders Systrom and Krieger in its 2011

"30 Under 30" list.

Instagram won "Best Locally Made App" in the SF Weekly Web Awards in

September 2011. 7x7Magazine's September 2011 issue featured Systrom and

Krieger on the cover of their "The Hot 20 2011" issue. In December 2011, Apple

Inc. named Instagram the "App of the Year" for 2011. In 2015, Instagram was

named No. 1 by Mashable on its list of "The 100 best iPhone apps of all time,"

noting Instagram as "one of the most influential social networks in the

world." Instagram was listed among Time's "50 Best Android Applications for

2013" list.
United States
On October 30, 2020, Instagram temporarily removed the "recent" tab on hashtag

pages to prevent tne spread ot misinformation regarding the 2020 United States

nresidential election. On January 7, 2021, United States President Donald

Trump was banned from Instagram "indefinitely". Zuckerberg stated "We believe

the risks of allowing the President to continue to use our service during this period

are simply too great."

Literature Review
LITERATURE REVIEW
Drevious research on Instagram has focused on the content of the application and

the various ways it can be analyzed to produce local and global informational

natterns, cultural differences of major cities, and guidelines on how to make the

most out of your account. The study conducted on of local and global information

patterns used the content of Instagram as means to visualize, analyze and discover

concealed sociocultural characteristics and trends in this expanding flow of visual

information. Their methods involved the use of approximately. 550,000 images

from Instagram accounts of New York City and Tokyo users; the visualization

research offers insight on the "visual Rhythm" of cites, which involves the patio-

temporal deviations of tone, cultural productivity rates, and cultural color affinities.

The study concludes that majorcity's visual Rhythms can be utilized to identify the

way a culture manifests itself throughits collective visual production, and these

rhythms can be found through the analysis of Instagram content. (Hochman &

Schwartz 2012) Another study conducted on the contentof Instagram involves

visualization of local social cultural events through analysis of photos. This

research involves Instagram photos and their accompanying metadata uploaded

from users on selected days that corresponded to important national events.

Analysis of this these images demonstrate how such visualizations can lead to
ltural, social, and political insightsabout particular local places during particular

time periods.

(Hochman & ManoOVich 2013)The content of Instagram was also researched to

highlight the photographic tools and methods that can be utilized to the "best"

pictures for you an your followers.(Linaschke, 2011). This research has led to

numerous guides and "top 50 lists that give Instagram users advice onhow to

enjoy all the benefits that your. Instagram. account can provide. (Macarthy

2013).Few studies have also been done on the way social media effects users, and

the reasons people heavily use these social networks. (Klosowski 2014). Minimal

research attention has exclusively focused on Instagram Users and their experience

while using the application. Studies specific to Instagram focus on data derived

from user's photographs as means of understanding social and cultural practices.

Research relating to the experience of using Social Networking is not exclusive to

any applications; therefor they do not answer the specific questions of the

Instagram phenomena. Qualitative investigation on this topic provides detailed

views of Instagram users in their own words, complex analysis of multiple

perspectives, and specific contextsthat shape individuals experiences. (Creswell)

The qualitative inquiry of Instagram offers the opportunity to include the

application's users as co-researchers in this expansion of phenomenological

knowledge
Research Methodology
Research Methodology:

Research methodology is the process of solving the problem systematically by

research. The objective of the study is to solve the problem by using available data.

Research Design:

Research design is a detailed blue print used to guide the research study towards its

objectives.

Marketing research can classify in one of three categories: -

Exploratory research

Descriptive research

Causal research

These classifications are made according to the objective of the research. In some

cases the research will fall into one of these categories, but in other cases different

phases of the same research project will fall into different categories.
Exploratory research:- has the goal of formulating problems more precisely.

clarifying concepts, and gathering explanations, gaining insight eliminating

impractical ideas, and forming hypotheses.

Descriptive research: is more rigid than exploratory research and seeks to

describe users of a product, determine the proportion of the population that uses a

product, or predict future demand for a product.

Descriptive research can be either quantitative or qualitative. It can involve

collections of quantitative information that can be tabulated along a continuum in

numerical form, such as scores on a test or the number of times a person chooses to

use a-certain feature of a multimedia program, or it can describe categories of

information such as gender or patterns of interaction when using technology in a

group situation. Descriptive research involves gathering data that describe events

and then organizes, tabulates, depicts, and describes the data collection. It often

uses visual aids such as graphs and charts to aid the reader in understanding the

data distribution. Because the human mind cannot extract the full import of a large

mass of raw data, descriptive statistics are very important in In this study I used
Descriptive research design which is appropriate for my reducing the data to

manageable form

Causal research: - seeks to find cause and affect relationships between variables.

It accomplishes this goal through laboratory and field experiments,

Sample technique

Sample is the fraction of the population; sampling is a technique or a method of

a selection of samples. Simple random technique is used for carrying out this

research

Simple random sampling:

Simple random sampling method, it is assumed that each and every unit in the

population has equal chance of occurrence or equal probability of occurrence. In

other words the sampling units are selected randomly. An unbiased random

selection of individuals is important so that in the long run, the sample represents

the population. However, this does not guarantee that a particular sample is a

perfect representation of the population. Simple random sampling merely allows

one to draw externally valid conclusions about the entire population based on the
I have taken 100 samples randomly from the total population.

Primary sources of data collected through questionnaire.

● Secondary sources of data collected through magazines, journals and

website.

Sampling plan:

Sample size-100

Sampling unit -SURVEY ON INSTAGRAM

Extent-Lucknow

Type-Convenience
Research Design
 Research Design
Research tools

For collecting primary data, a structured questionnaire has been used as research

tool in the study. Tt is the most popular method used when the population and

sample size are large. A questionnaire includes a number of questions, printed in

proper sequence, for presenting to respondents for their answers. Each question is

contributing to research objectives. Questionnaire was designed with most of

closed ended questions and only few open ended question. It was designed to cater

to all areas and aspects of the study.

Technique of survey & data collection:

Personal interview is the method of contact used with the respondents. Personal

interviewing method is used because sample size is relatively small and

interviewer can ask more questions.

Tool for data analyzing:

After the data were collected in the questionnaire from the primary

sources (respondents) all data have been represented and interpreted through

Graphical Methods. Based on the analysis necessary recommendations and

conclusion have been generated.

 SCOPE
But if we consider the most trending one, then Instagram is one of the most

preferred platform, which is outshining over other social media platforms.

And I know, if you're having Instagram, then I'm pretty much sure it's your

favorite platform for promoting your brand, isn't it?

However, if you haven't, let me tell you that you're missing out on some serious

opportunities. Here's why:

More than 800 million people actively use Instagram every month.

80% of all users on Instagram follow at least one business account.

Instagram now gets over 2 million advertisers every month.

59% of micro-influencers believe that they get the best engagement on Instagram.

60% of users on Instagram visit the platform daily.

These statistics clearly prove Instagram's growth ratio and gives us the reason why

the world's biggest brands prefer Instagram over other social platforms to promote

their products and services.

So. this makes us clear that Instagram is extremely effective in helping various

brands to reach out to newW customers and build a massive following of brand

advocates.
RESEARCH OBJECTIVE

The research has a main objective which is investigating the Instagram addiction

negative and positive effects in the society that will lead us to extract the bad and

good habits in the society appeared in the behavior to improve the positive and

elaborate the negative signs through cause-related marketing campaigns.

Research Hypotheses

To give effect to the research objectives, a number of hypotheses were formulated.

as follows:

Hi: the Instagram addiction is found on most of the social media users in society.

H2: the Instagram addiction is associated with the low work productivity

H3: the Instagram addiction is associated with the personal and family relations

distractions

H4: the Instagram addiction is associated with the low mental health and quality of

life
Research methodology and design
This research study uses qualitative approach to get insights about the effect of

Instagra0 addiction in the life dimensions and to test hypotheses to provide an

enhanced understanding of the relationship that may exist between the social media

addiction and life dimensions.

To cover the different segments in the society and to obtain accurate results, a

satisfied random sample was drawn. Using a semi-structured individual depth

interviews with 20 persons featured with a specific inclusion criteria.

Inclusion Criteria:

Age group from 25 to 40 years old

Occupying a job with monthly income

Active internet users

Willing to give consent and complete the questionnaire

Exclusion Criteria:
Not within the selected age group

Not willing to give consent & complete the questionnaire

Not using internet

 DATA

INTERPRETATION

AND

ANALYSIS
Demographic variable Number of respondent percentage
1. Age (Years)
a. Below 18 year. 15 15%
b. 19-25. 57 57%
c. 26-30. 23 23%
d. Above 30. 5 5%
2. Gender
a. Male. 65 65%
b. Female 35 35%
(1) Do you consider yourself an Instagram user?

It is most common to consider instagram user. 84.2% consider yourself an

instagram user and 15.8 didn't consider yourself an instagram user.

(2) On average how often do you visit on instagram?

22.2% of people visit on Instagram every 5 minute and also 22.2% of people

Visit on Instagram once a day, 19.2% of people visit on Instagram every. 19.2 %

of people visit on Instagram every 30 minute. 17.2% of people visit on Instagram 8

times a day, 13.1% visit on Instagram 5 times a day.

(3)In what context do you find yourself using instagram?

Most of the people use instagram in free time. According to survey 70% people use

instagram in free time. 17% in social situation. 13% people use instagram to study

that is less of our data.

(4)How often do you post on instagram?

according to my survey 31% people post on instagram every few month. 23%

people post weekly. 14% people post every few week. 13% people post daily.

10% post multiples time a day and last 9% people never use instagram.
(5)Is checking instagram is the last thing you do

before going to bed?

According to survey 58% people use instagram before going to bed and 42%

people don't use instagram before going to bed.

(6)Has instagram effected a relationship friend /family?

According to survey 60% people of life effected a relationship friend/family fromn

instagram and 40% people of life doesn't effect relationship from instagram.
(7)What (ype of content do you like to see on instagram?

According to survey 64.3% people see health and life style on instagram. 22.4%

people see about fitness and 13.3% see Nutrition.

(8)How do you prefer to see it?

According to the survey 28% people prefer to see blogs .27% prefer video.23%

prefer picture and 22% prefer to see articles.

(9)On instagram, are you more interested in?

According to survey 32.3% people are interested in products. 24.2 % people

interested in general chat. 20.2% people interested in services and 16.29% are

interested in promotions and offers.

(10)What are the disadvantages of instagram?

According to the survey 30% people of disadvantages about instagram is time

consuming. 23% is headaches -eye problems. 22% less social interaction. 13%

digital reputation and 12% people of disadvantages is cyber-bullying.

(11)Do you think privacy policies are effective on instagram?

According to survey 36% people agree of effective privacy policies on instagram.

27% people strongly disagree of effective privacy policies on instagram 19 %

disagree and 18% people agree of effective privacy policies of instagram.

(12) How much personal information do you share on

instagram?

According to survey 40.4% people told that they don't share any information.

31.3% people share something but most is hidden from public. 17.2% share

everything and 11.1% share a lot of information on instagram?

(13)Do you feel the number of "likes" you get on photos or posts

makes you feel better about yourself?

According to survey 37% people feel better they get "like on their photos.

32% feel a little bit and 31% not at all feel better.
(14)Have you ever thought about negative effects of social media?

According to the survey 44.4% people think that social media may be negative

effect. 36% think that social media has negative effect and 18.8% think that

social doesn't have any negative effect.

(15) If you advertise any product or services your Instagram how

often do you get requires, sales or bookings?

According to survey, 17.2% users sales product or services everyday.31% people

sales product or services weekly.11.1% people sales product really and 40.4%

don't sell any product or services.

 Findings

The results indicate that Instagram Stories not only enhances consumer attitudee

toward ads butalso increases perceived intrusiveness, compared to Facebook

Wall. Millennials are more disturbed byFacebook Wall ads than non-millennial

users. A triple interaction effect reveals that non-millennial men aremore loyal

toward Facebook Wall ads, whereas millennials of both genders and

non-millennial women aremore loyal to ads on Instagram Stories

 CONCLUSION

In conclusion, Instagram is much more of a social platform. Instagram is one of

the biggest social media apps for photo sharing. As of April 2017, Instagram

currently has over 700 million monthly active users. To put this into perspective,

that's over double the monthly active users of Twitter and three times as much for

monthly active users on WhatsApp and Facebook Messenger. I took a poll on my

Instagram story, asking my followers if they prefer Instagram. 53% voted

Instagram and 46% voted others. I came to find. Everyone has their own reasons

for which app they prefer. Instagram is very popular for sharing and creating

photos.
Limitations
 Limitation of Research

May not be possible for Secondary analyst is

a researcher to focus on 'victim' of whatever
the specific research problems exist in the
question of original data
Yeinterest because

● Use of existing data ● Errors

does not allow the ● Poor sampling
progression from techniques
formulating a research. ● Poor response rate
question to designing, ● Poor validity in
testing,and refining measurements
Specific method that
are best suited to
answer the questions.

● The studied that

produce the data may
not have used most
appropriate sampling or
measurement approach.
 Recommendation

We make recommendations to the people who use our services to help them

discover new communities and content. Instagram may recommend content,

accounts, and entities that people do not already follow. Some examples of our

recommendations experiences include Instagram Explore, Accounts You May

Like, and IGTV Discover. Our goal is to make recommendations that are relevant

and valuable to each person who sees them. We do this by personalizing

recommendations,which means making unique recommendations for each

person.

For example, if you interact with restaurants and bookstores on Instagram, we

may recommend content about food, recipes, books, or reading.

 BIBLIOGRAPHY

Website:

● www.google.com

● es.surveymonkey.com

● www.instagram.com

Newspaper:

● Times of India

Magazine:

● Business today

Books:

● Instagram power

JASON MILES
 ANNEXURES

QUESTINNAIRE

TITLE- A SURVEY ON INSTAGRAM

1. Do you consider yourself as an active Instagram user?

a. Yes

b. No

2. On average, how often do you visit on Instagram?

a. Every 5 minute

b. Every 30 minute

c. 8 times a day

d. Once a day

e. 5 times a day

f. Once a week

3. In what context do you find yourself using Instagram?

a. When you are supposed to be studying

b. In social situation

c. When you have free time

4. How often do you post on Instagramn?

a. Never

b. Every few month

c. Every few week

d. Weekly

e. Daily

f. Multiple times a day

5. Is checking Instagram is the last thing you do before going to bed?

a.Yes

b. No

6. Has Instagram effected a relationship friend / family?

a. Yes

b. No

7. what type of content do you like to see on Instagram?

a. Fitness

b. Nutrition

c. Health and life style

8. How do you prefer to see it?

a. Videos

b. Pictures

C. Articles

d. Blogs

9. On Instagram, are you more interested in?

a. Products

b. Services

C. Advice

d. Promotions and offers

e. General chat

10. What are the disadvantages of Instagram?

a. Headaches- eye problems

b. Less social interaction

C. Time consuming

d. Digital reputation

e. Cyber- bullying

11. Do you think privacy policies are effective on Instagram?

a. Strongly disagree

b. Strongly agree

C. Agree

d. Disagree
12. How much personal information do you share on Instagram?

a. Everything

b. Something, but most is hidden from public

C. I share a lot

d. I don't share any information

13. Do you feel like the number of "likes" You get on photos or posts

makes you feel better about yourself?

a. Yes

b. A little bit

c. Not at all

14. Have you ever thought about negative effects of social media?

a. Yes

b. No

c. May be

15. If you do advertise any product or services on your Instagram

how often you do get requires, sales or bookings?

a. everyday

b. weekly

C. really

d. I don't sale or advertise anything