Instagram’ın Tutundurma İşlevinin Butik Pastacılık Alanında Faaliyet Gösteren Girişimcilerin Girişimcilik Kararına Etkisi
The Effect of Instagram's Promotion Function on the Entrepreneurship Decision of Entrepreneurs in Boutique Pastry

Author(s): Behiye Beğendik
Subject(s): Media studies, Business Economy / Management, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Özgür Yayın Dağıtım Ltd. Şti.
Keywords: Entrepreneurs; Boutique Pastry; Technological innovations; Instagram;
Summary/Abstract: Technological innovations not only make business life easier, but also affect people's lives. The development of computers, the internet and smart phones has changed the way of existing businesses activities, causing them to take steps from traditional marketing to digital marketing. Along with existing businesses, newly established businesses also direct their activities on the axis of digital marketing. Social media marketing, which is an important component of digital marketing, is becoming a promotional mix component that businesses frequently use. In this study, a research was conducted on entrepreneurs operating in the field of boutique pastry in order to determine the effect of Instagram and its promotional function on the idea of entrepreneurs about being entrepreneurs. As a result of face-to-face interviews with entrepreneurs operating in the field of boutique pastry in order to learn the views of entrepreneurs on this subject in depth, it was concluded that Instagram or the promotion function of Instagram did not affect the decision to become an entrepreneur.

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