THE ROLE OF INSTAGRAM DIGITAL MARKETING IN CREATING BRAND AWARENESS AMONG START-UPS IN AMARAVATI

Abstract

This study examines the role of Instagram digital marketing in building brand awareness among start-ups in Amaravati. Instagram offers start-ups visual, interactive and relatively low-cost ways to introduce their brands, inform audiences about products and services, engage potential customers and strengthen brand recall. The study focuses on the quality of Instagram content, posting frequency, Reels and Stories, influencer and creator collaborations, user-generated content, advertisements, discovery tools and brand-following behaviour. A structured questionnaire built around these dimensions uses five-point Likert-scale statements to measure perceptions of Instagram-based brand awareness. For this academic exercise, an illustrative dataset of 100 simulated respondents was prepared to demonstrate descriptive analysis and Spearman rank correlation. The simulated responses show generally positive perceptions of Instagram's role in creating awareness, and the correlation analysis shows positive associations between the selected Instagram marketing dimensions and brand awareness. These findings are an analytical demonstration only and should be replaced with the results of an actual field survey once genuine responses have been collected.