.Entrepreneurship and Digital Marketing in Saudi Arabia: Exploring the Role of Instagram, The Social Media Platform

Abstract

In this study, the focus is on exploring how Instagram contributes to digital marketing and entrepreneurship in the context of Saudi Arabia, particularly in the fashion industry. The main objective is to investigate how small and medium-sized enterprises (SMEs) utilize Instagram to improve brand recognition, interact with customers, and boost sales. The survey helped gather responses to questions relating to Instagram Use, Instagram Features, Customer Engagement, Branding, Marketing Effectiveness and Entrepreneurship. The research utilized a quantitative approach, with Marketing Effectiveness as the independent variable and Instagram Usage and Features as independent variables with Customer Engagement, Branding and Entrepreneurship as moderators. Analysis of the data reveals that consistent use of Instagram, including posts, videos, and paid promotions, significantly improves marketing effectiveness and sales performance for SMEs. The results affirm that visual content and influencer marketing on Instagram play a vital role in enhancing brand visibility and customer engagement. However, not all forms of customer interaction lead to improved marketing outcomes, emphasizing the need for more in-depth engagement strategies. While entrepreneurship alone does not significantly moderate Instagram's marketing impact, the study highlights the crucial role of branding in amplifying the platform's effectiveness. This study provides valuable insights into the increasing significance of Instagram in digital marketing and offers strategies for SMEs in the Saudi fashion sector to optimize their presence on social media.