Effectiveness of Instagram Marketing in Brand Promotion – A Study with Reference to Sri Raghav Industries

This study examines the effectiveness of Instagram marketing in brand promotion with special reference to Sri Raghav Industries. Instagram has emerged as a powerful digital marketing platform enabling businesses to enhance brand visibility, engage customers, and shape brand perception. The research adopts a descriptive research design with a mixed-method approach (quantitative and qualitative), using a structured questionnaire administered to a convenience sample of 100 Instagram followers and potential customers of Sri Raghav Industries. Data were analyzed using percentage analysis, Likert scale interpretation, one-way ANOVA, and correlation analysis. Findings reveal that 65–70% of respondents are aware of the brand’s Instagram presence, 70% report positive brand perception, and 60% acknowledge that Instagram promotions influence their purchasing decisions. The ANOVA result (F = 1.295, p = 0.212) indicates no statistically significant difference in perception across various marketing aspects, while correlation analysis confirms a strong positive inter-relationship (r ≈ 0.8–1.0) among awareness, engagement, trust, and overall effectiveness dimensions. The study concludes that Instagram marketing is a highly effective, cost-efficient, and measurable tool for brand promotion in industrial enterprises and recommends improvements in content quality, posting frequency, influencer alignment, and data-driven campaign strategies.