Small Businesses Communication Strategies on Instagram: A Case Study in Hawaiʻi

Abstract

This study analyzes the impact of viral content for small businesses on the island of Oʻahu. Nine local jewelry businesses were selected, and twenty percent of their Instagram posts over a six month time frame were collected and analyzed. The following social media strategies were found: displaying products, creating a product, location, news/updates, giveaways, and human interest. Moreover, public engagement of each Instagram post was analyzed with giveaways being the most popular communication strategy. Results of this research study suggested some important social media strategies for small businesses highlighting branding and relationship management practices.