Exploring the Effectiveness of Instagram for New Brand Promotion: A Qualitative Study on Generation Z Engagement, Awareness, and Lead Generation

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Halim, Jennifer (2025) Exploring the Effectiveness of Instagram for New Brand Promotion: A Qualitative Study on Generation Z Engagement, Awareness, and Lead Generation. Undergraduate thesis, Institut IPMI.

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Abstract

In today’s digital era, Instagram plays a central role in brand communication, particularly in engaging Generation Z. This thesis examines how Barre Angels, a newly established fitness brand, leverages Instagram to build awareness, foster community, and generate leads in a competitive fitness industry. The research is guided by three objectives: (1) to explore how Generation Z engages with Barre Angels on Instagram; (2) to identify content types and strategies that mostm effectively support brand awareness; and (3) to evaluate the effectiveness of Instagram features such as Stories, Reels, and interactive tools in driving participation and lead generation. A qualitative approach was adopted, using semi-structured interviews with brand managers, loyal members, and digital marketing experts. Data were thematically analyzed to uncover recurring patterns in user perceptions, engagement behaviors, and strategic effectiveness. Findings show that Generation Z responds most positively to visually appealing, authentic storytelling that emphasizes inclusivity, self-expression, and relatability. While passive engagement (likes and saves) is common, active engagement (commenting, sharing, and user-generated content) rises significantly when interactive features such as polls, quizzes, and live Q&A sessions are used. Community-focused content, including transformation stories and testimonials, fosters emotional connection and loyalty, positioning Barre Angels as both a fitness provider and lifestyle community. Instagram features amplify these outcomes: Reels extend reach, Stories create immediacy, and linkable CTAs drive conversion. The study concludes that effective Instagram strategies must prioritize authenticity, consistent storytelling, and interactivity, while remaining adaptable through data-driven refinement. Ultimately, Instagram is shown to be more than a promotional tool, it is a platform for building lasting relationships with Generation Z. Keywords: Social Media Marketing, Instagram, Generation Z, Brand Awareness, Content Strategy, Consumer Engagement, Lead Generation, Fitness Industry, Qualitative Research

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Thesis > Bachelor of Business Administration
Depositing User: Dwi Selviyana
Date Deposited: 17 Dec 2025 07:00
Last Modified: 17 Dec 2025 07:00
URI: http://repository.ipmi.ac.id/id/eprint/2905

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