Digital Marketing and SMEs: an investigation on the use of Instagram by SMEs of the oven's product sector in Triveneto

Abstract

This master's thesis is dedicated to an in-depth examination of Instagram's efficacy as a digital marketing instrument employed by small and medium-sized enterprises (SMEs) operating within the oven product sector in the Triveneto region. The research encompasses a comprehensive exploration of digital marketing in a broader context, subsequently delving into the specific advantages and disadvantages associated with its application by SMEs, with a particular emphasis on those within the food industry. Additionally, the study conducts a thorough analysis of Instagram and its multifaceted utility as a digital marketing platform. The research culminates in a quantitative investigation, offering empirical insights into the adoption and utilization of Instagram as a strategic digital marketing tool by SMEs within the oven product sector in the Triveneto region.