Yfantidou, I and Scaife, R (2023) Why Did The Home-Based Business Model Flourish On Instagram During The COVID-19 Lockdown In The UK? In: International Conference of Contemporary Marketing Issues . (ICCMI, 8th Jul - 10th Jul 2022, Naxos, Greece).

Preview

Text Why did the home based business model flourish on instagram during the covid19 lockdown in the UK.pdf - Published Version Download (352kB) | Preview

Abstract

This study employs a qualitative research methodology with interviews and market reports analysis to illustrate the reasons why individuals set up their home business during the UK national lockdown imposed due to the COVID-19 pandemic. The objective is to highlight how social media, Instagram, enabled an entrepreneurial spirit when individuals were asked to work from home. The findings illustrate that spare time is a key motivator in starting a business from home during national lockdown. This research also found financial incentives and Instagram’s technological tools to also be motivators as to why businesses were set up on the platform during lockdown in the UK. The findings show that there are multiple reasons for setting up businesses from home, however, without the tools offered on Instagram and the spare time caused by the lockdown, the businesses would not have been curated. With the findings inferring that respondents initially saw their business as a creative outlet which in turn became a business on Instagram.

Item Type:	Conference or Workshop Item (Paper)
Uncontrolled Keywords:	marketing; Instagram; lockdown
Subjects:	H Social Sciences > HF Commerce > HF5001 Business H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of Products
Divisions:	Business & Management (from Sep 19)
SWORD Depositor:	A Symplectic
Date Deposited:	13 Jul 2022 14:15
Last Modified:	11 May 2023 12:40
URI:	https://researchonline.ljmu.ac.uk/id/eprint/17237

View Item