Instagram Usage as a Marketing Platform: A Case Study about the Effects of Organizing Global Entrepreneurship Week Events through Instagram Platform in an Iranian Firm

Marketing on social media can be considered as one of the most useful and popular marketing channels for various businesses and individuals. The community of social networks experienced a medium called Instagram after several common and famous social networks such as Facebook andTwitter, in 2010, which provided another platform for companies and people to interact with new prospects, customers and clients. As a social channel, Instagram was used globally as a marketing tool specifically after spreading the Covid-19 pandemic and various marketers interacted with theiraudience through sharing photos, posting videos, narrating stories, liking and leaving comments on others content for showing their feedback.In this paper, the importance of this social medium and using it as one of the channels of digital marketing will be discussed and the influence of content creation for Global Entrepreneurship Week in Karmana E-Business School will be investigated as a case of study. It must be mentioned thatKarmana E-Business School, is an academy in Kerman province, Iran which conducts entrepreneurship and business skills events and courses, consult various people and companies for developing their business and does researches in these fields of study.The findings illustrate that in the previous month which the concentrating of contents creation in Karmana official account on Instagram was on Global Entrepreneurship Week, 48.4 percent rising onaccounts reached, 14.6 percent rising on content interactions and 5.5 percent rising on total number of followers was achieved

Keywords:

Digital Marketing , Social Media , Social Media Marketing , Social Networks , Instagram , Covid-19 pandemic