ROLE OF INSTAGRAM AS A MARKETING COMMUNICATION TOOL AS PERCEIVED BY SMALL BUSINESS OWNERS IN LUCENA CITY

This study aimed to provide knowledge about how the small business owners use the Instagram platform as a marketing tool in communication as perceived by small business owners in Lucena City. The study identified the roles of Instagram to small business owners in communication, advertisement, and brand image, it also identified the advantages and disadvantages of Instagram as a social media platform used in starting a business, and determined features that makes Instagram an effective tool for marketing. Descriptive survey method was used in the study that aimed to investigate using a quantitative method which had a set of survey questionnaires that mentioned the objectives of the study. The respondents of the study were the small business owners in Lucena City and the data was collected online. The results that are gathered through the online survey data are Link in bio feature helps the business owners to invite and allow more consumers to learn more about the company and products. The social media application helps the owners to reach new audiences. The Instagram advertisement is way too pricey for the business owners. Furthermore, Instagram can tell customers and other users all about the business based on visuals. Through the use of Instagram Stories, customers can easily remember the product name.