Evaluating the Effectiveness of Instagram Marketing with Reference to Small-Scale Clothing Entrepreneurs in South Africa

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DOI: https://doi.org/10.5281/zenodo.18410491

Zimkhitha Elsie Maduko, Boikaego Seadira, and Mawethu Mapulane (Department of Communication, Media, and Information Studies, University of Limpopo, Polokwane, South Africa)

This study drew from qualitative research methodology to assess the use of Instagram as a tool for marketing among small-scale clothing entrepreneurs in South Africa. Data collection was through a multi-method approach, combining non-participant observation, in-depth interviews, and review of scholarly articles related to the topic. Different data sources were thus subjected to thematic analysis, where recurrent patterns and insights could be identified in the data. Theoretically, the study was guided by the Diffusion of Innovation theory by Rogers. The findings showed that Instagram is an effective means of marketing, whose platform has enabled entrepreneurs to overcome geographical barriers. It connects buyers and sellers from diverse regions: local, national, and international markets. In essence, the findings indicate that Instagram not only acts as a marketing tool but also as a catalyst in terms of innovation and expansion for small-scale clothing entrepreneurs. Its capacity for bridging distances and fostering meaningful interactions positions it as integral to the development of business in South Africa’s vibrant fashion sector.