Date of Graduation
5-2023
Document Type
Thesis
Degree Name
Bachelor of Science in Business Administration
Degree Level
Undergraduate
Department
Marketing
Advisor/Mentor
Medenwald, Christopher
Abstract
Small businesses have increasingly turned to social media platforms such as Facebook and Instagram to promote their business. According to Statista, in 2021, 66% of small businesses advertised through Facebook while 41% advertised through Instagram.
This research looked at how small, independent clothing boutiques in Fayetteville, Arkansas used Facebook and Instagram Reels to promote their businesses for the 2022 calendar year. Specifically: two research questions were considered: (1) Do small, independent clothing boutiques in this small college town use Facebook and/or Instagram Reels? (2) What engagement level, in terms of likes and comments, is associated with this usage?
The research suggests small, independent clothing boutiques in Fayetteville, Arkansas are making use of Reels to promote their business. Furthermore, this research may indicate that these businesses achieve greater engagement through Instagram Reels than Facebook Reels.
Keywords
Instagram; Facebook; Reels; organic Reels; boutiques
Citation
Desalu, O. (2023). Getting Reel: A Quantitative Analysis of Facebook & Instagram Reel Usage Among Small, Independent Clothing Boutiques in Fayetteville, Arkansas. Marketing Undergraduate Honors Theses Retrieved from https://scholarworks.uark.edu/mktguht/72
