The Use of Social Media as a Tool for the Promotion and Advertisement of Art Galleries and Art Collection in Port Harcourt

Abstract

This study examined the use of Instagram as a tool for the promotion and advertisement of art galleries and art collections in Port Harcourt. The study specifically investigated the effectiveness of Instagram as a promotional platform, its influence on consumers’ purchase decisions, residents’ perception of its use for advertising, and the reasons for its preference over other social media platforms. Anchored on Persuasion Theory and Media Dependency Theory, the study adopted a survey research design. A sample size of 400 respondents was drawn from a population of 3,171,076 using the Taro Yamane formula. Data were collected through structured questionnaires and analyzed to address the research objectives. Findings revealed that Instagram is highly effective due to its visual appeal, wide reach, and interactive features that enhance customer engagement. It significantly influences purchase decisions through aesthetically appealing content and influencer endorsements, while respondents generally perceive it as a platform for promoting high-quality and engaging art content. Its preference was attributed to cost-effectiveness, ease of use, popularity, and its ability to reach a broad and youthful audience. The study concludes that Instagram is a powerful promotional tool for art galleries but recommends diversification across other media platforms. It also highlights the need for improved measures to curb fraudulent activities and enhance consumer trust. The study recommends adopting qualitative approaches for deeper insights, maintaining quality standards, and replicating similar studies in other locations and across different social media platforms.