- Aug 18, 2025
- 13 min read
Ukwuru Business Vol 25(10): 1-16
UKWURU BUSINESS
Ukw Busi. 2025; 25(10): 1-16. Published Online 2025 January 17
UkwBusID: USBusi5
THE INFLUENCE OF INSTAGRAM TRENDS ON THE SUCCESS OF STARTUPS IN THE UNITED KINGDOM
Ukwuru, Edmund Ikpechi
ABSTRACT
Background
Social media such as Instagram are contributing to the performance and success of businesses. Startups stand to benefit from the opportunities provided by social media. This study set out to examine the impact of Instagram trends on the success of Temu. Quantitative survey research was conducted.
Method
Twenty-five participants provided responses to 10 survey questions relating to the aim of the study. The survey was designs on Survey Monkey and distributed to participants through social media. Data was analysed using descriptive statistics.
Findings
The findings are that majority of the participants (95.24%) use Instagram, and reviews (63%) were important when making purchases: Instagram videos are engaged by 43.48% of participants, and these videos can be used for promotion. The survey confirmed the involvement of influencers on Instagram in driving purchasing decisions among 60.87% of participants. The survey also showed that participants were unlikely to purchase a product based on the recommendations of an influencers. Participants (47.83%) preferred to engage with brands through direct messages, and 39.13% of participants would recommend a product that they purchased through Instagram.
Conclusion
This study concluded that there are several benefits for Temu if it uses Instagram.
Recommendations
Recommendation; Temu should utilise Instagram for its marketing, and ensure that it targets the right demography of users.
Keywords: Social Media, Instagram Trends, Purchasing Decisions, Promotion, Influencers
1.0 Introduction and Background
In this post-modern era, technology has become a key resource for driving the success of organisations (Aryadita, et al., 2023). Organisations that existed long before the advent of social media have picked-up various social media and adapted to it (Perin, 2016; Kholer, 2016; Spender, et al., 2017; da Silva et al., 2021; Hagan, 2023; Greaves, 2024; Skiver, 2024). In this post-modern era in which technology is widely abundant, several people and organisations have taken the world by storm, by tapping into the numerous benefits of social media (Adekunle and Kajumba, 2020). YouTube for example is an opportunity to showcase talents through video and enlighten the public. Other social media platforms such as Tiktok and Snapchat present with similar features that have contributed to breakthroughs of individuals and organisations that may not have stood a chance in the absence of technology (Martino, et al., 2018; Radu, et al., 2018; Ventola, 2018; Smailhodzic et al., 2018; Mujahid and Mubarik, 2021; Elsayed, 2021). Instagram is one of such social media that has also been beneficial for showcasing talent and getting engagement from the general public. As of July 2024, Statista (2024) noted that there were 34.71 million Instagram users in the UK who were 18 years or older. Due to social media, it is possible for entrepreneurs and their talents to reach markets around the world without necessarily succeeding in their local or home country markets (Wang et al., 2020; Adekunle and Kajumba, 2020; Wange et al., 2020; Mujahid and Mubarik, 2021; Gloor et al., 2021; Mallios et al., 2023). In the UK, David Beckham ranks as the topmost influencer with 65 million Instagram users in 2020; he is president of Inter Miami Football club in the United States (Statista, 2024). Nonetheless, there are start-ups and entrepreneurs who may not breakthrough on at least one social media (Mujahid and Mubarik, 2021; Sujith and Aithal, 2022; Emmanuel et al., 2022; Aryadita et al., 2023). Therefore, entrepreneurs are advised to identify the social media where they gain the most traction and then make moves towards it. In this proposed study, the focus is on Instagram and its capabilities for driving the success of start-ups.
Based on the background knowledge gaps identified include; the scarcity of studies on the role of social media such as Instagram on the success of start-ups in the UK, studies did not highlight the negative effects of social media on start-ups and entrepreneurs. There are no case studies that categorically assert the effectiveness of social media on any specific start-up, and there is scarcity of studies on the effect of Instagram on success of start-ups; most studies only highlighted the effect of social media. Thus, this study set out to determine the impact of Instagram trends on the success of start-ups in the United Kingdom. By implementing this aim, it would be possible to identify the ways to use Instagram to improve business outcomes.
This study is underpinned by the following theories;
Technology Acceptance Model (TAM): The basis for this model is that the user’s behavioural intention is the main facilitator of acceptance and it is decided by the user’s feelings and perceptions about the technology (Davis, 1989; 1993). Especially, the usefulness of the technology for carrying out tasks.
Technology Organisation Environment (TOE) Framework: This theory explains that adoption and utilisation of a technology is strongly associated with the features of the technology, the organisation, and the environment (Baker, 2011). With respect to start-ups in the UK, the review has shown that social media is a good technology, and start-ups stand to benefit from using such technologies, and the UK environment is a brilliant facilitator being that it is a developed country in which enabling technologies are widely available.
2.0 Research Methodology
Research Approach
Deduction research approach Svennevig, (2001); Saunders and Bristow (2023), was applied because the research formed a theory (“Instagram has impact on the success of startups in the UK”) before conducting the study, and the theory was tested so it could be generalised.
Research Method
In this study, quantitative method was used; particularly, survey quantitative method Saunders et al (2012); Saunders et al (2016). This ensured numerical data can be used for testing theory in line with deduction research approach (Osman et al., 2018). In contrast, qualitative method results in the collection of data that is used for theory development, in line with induction research approach (Seuring et al., 2021).
Data collection method
Based on the decision to apply survey research strategy for data collection, the instrument for data collection, the target population for the study, and the process of participant recruitment are covered in the subsequent subsections.
Instrument for data collection
A questionnaire comprised of closed-ended questions was developed. The rationale for using closed ended questions is because they come with multiple choice responses so that the participant can choose their response (Junior et al., 2024). This is consistent with obtaining evidence in a measurable manner as recommended by the philosophy of positivism (Wasti et al., 2022). The questionnaire was developed on survey Monkey platform which is much like Qualtrics survey platform, Google form, and Microsoft form. Thus, the survey was digital, and the link was distributed to participants.
Study Participants and Participant Recruitment
The study participants were people living in the United Kingdom. Particularly, people who own and work in startups in the United Kingdom. The justification is that, this group of people are in the best position to inform whether Instagram has contributed to the success of their business or not. For example, their ability to market their products, engage with customers, sell their products, and receive reviews.
Participants were sampled by identifying their profiles on LinkedIn, Instagram, Facebook, and Twitter. The survey Monkey link was distributed alongside a short introductory note. The survey Monkey link was distributed to the participants until the expected number of participants was achieved.
Reliability, Validity, Generalisability
The reliability and validity of the instrument for data collection was tested using a pilot study of 30 participants from an identical population outside the United Kingdom. Statistical tests were used to confirm the quality of the evidence obtained.
Method of data analysis
The data collected was downloaded from survey Monkey and analysed using Statistical Package for Social Sciences (SPSS) version 29.0. Frequency and percentages were used to present the data, standard deviation was used to identify the centrality of the evidence. Chi-Square and Correlation statistics was used to determine the existence of a statistically significant association between Instagram use, and success of startups. The decision for using statistical tests is consistent with carrying out a quantitative study, as opposed to using thematic analysis for a qualitative study (Junior et al., 2024).
Ethics
Approval was obtained from the study participants using a participant information form that was integrated into the survey questionnaire, as well as a consent form. Thus, participants were informed of their rights; autonomy, respect, `voluntary participation, privacy, security, and confidentiality.
Limitations
The method is limited by having a few number of questions in the survey. This is because, the more the questions, the higher the likelihood of attrition or abandoning the questionnaire.
3.0 Results
The factors that could affect the success of Temu on Instagram
Majority of the participants (95.24%) use Instagram (figure 1).
Sixty-three percent of the participants acknowledged the role of reviews in making purchases on Instagram (figure 2).
The highest percentage of participants (65.22%) stated seeing Temu’s products on Instagram (figure 3).
Majority of the participants (45.45%) could not state the frequency of viewing Temu’s products on Instagram. The second majority (36.36%) stated seeing Temu’s products on Instagram more than once a day (figure 4).
The features of Instagram that contribute to the success of Temu.
The percentage of participants who stated videos on Instagram as the preferred approach to engagement was the highest (43.48%). Thirty-four percent of participants stated Instagram stories (figure 5).
The highest percentage of responses (39.13%) indicate, participants decision is neutral to product promotion (figure 6).
The Effectiveness and Benefits of Instagram
High percentage of responses (60.87%) was obtained from participants for the level of effect of influencers on purchase decision (figure 7).
The highest number of responses from participants (34.78%) was accrued to having some level of trust for product recommendations from Instagram influencers (figure 8). There was parity between being neutral (30.43%) and having little trust (30.43) for product recommendations from Instagram influencers.
The majority of the participants (47.83%) in figure 9 preferred to engage with brands on Instagram through direct messages.
The highest percentage of participants (39.13%) would be interested in recommending a product that they purchased on Instagram (figure 10).
4.0 Discussion
The factors that could affect the success of Temu on Instagram
Majority of the participants (95.24%) in this study used Instagram, and reviews (63%) were important when making purchases. These findings are supported by the findings of Brahma and Dutta (2020) in which social media was considered an important factor because of its contributions to marketing. Brahma and Dutta (2020) stated that several people use social media, this makes it easier to reach a large population of people. This study also observed that participants saw products from Temu on Instagram. The implication is that Temu stands to benefit from the potential engagement from customers who see their products on Instagram. This is in line with findings from Mammen and Bhakat (2019) that further asserted the benefits of social media for retail businesses.
The features of Instagram that contribute to the success of Temu
The results of the survey showed the importance of Instagram videos as an resource 43.48% of participants engage with, and these videos can be used for promotion. The implication is that Temu can utilise Instagram videos to engage with its customers. Sujith and Aithal (2022) stated the contributions of various features of social media or social media channels in driving engagement with social media users. Similarly, Akula (2015) informs on the contribution of social media features to enhance remote marketing operations. The features of Instagram are beneficial to Temu’s operations because they increase engagement.
The effectiveness and benefits of Instagram.
The survey confirmed the involvement of influencers on Instagram in driving purchasing decisions among 60.87% of participants. The survey also showed that participants were unlikely to purchase a product based on the recommendations of an influencers. Participants (47.83%) preferred to engage with brands through direct messages, and 39.13% of participants would recommend a product that they purchased through Instagram. In other words, Temu stands to benefit from reaching out to customers through Instagram. Mujahid and Mubarik (2021) confirmed that there are bright sides to using social media for businesses such as startups. They suggested that the social media should be used correctly to get the best outcomes.
5.0 Conclusion
This study concludes that there are several benefits for Temu if it uses Instagram. The study showed that Instagram videos are beneficial for Instagram users to engage with Temu. Majority of participants indicated seeing Temu’s products on Instagram. Temu can utilise these features of Instagram in order to achieve success because they were identified as effective and beneficial.
Recommendations
· Temu should utilise Instagram for its marketing, and ensure that it targets the right demography of users.
· Temu must utilise Instagram videos for engaging with its customers.
REFERENCES
Adekunle, B. and Kajumba, C. 2020. The Nexus between Instagram and Digital Entrepreneurship. Journal of African Development, 21 (1): 14–40.
Akula, S.C. 2015. The Influence of Social Media Platforms for Startups. Journal of Mass Communication Journalism, 5: 264. doi:10.4172/2165- 7912.1000264
Aryadita, H., Sukoco, B. M., & Lyver, M. 2023. Founders and the success of start-ups: An integrative review. Cogent Business & Management, 10(3). https://doi.org/10.1080/23311975.2023.2284451
Baker, J. 2011. The Technology–Organization–Environment Framework. https://www.researchgate.net/publication/226145805_The_Technology-Organization-Environment_Framework
Brahma, A., Dutta, R. 2020. Role of Social Media and E-Commerce for Business Entrepreneurship. International Journal of Scientific Research in Computer Science Engineering and Information Technology, 6(6); pp. 1-18
Da Silva, L.S.C.V., Kaczam, F., Dantas, A.dB. and Janguia, J.M. 2021. Startups: a systematic review of literature and future research directions. Revista de Ciências da Administração, 23(60), pp. 118-133
Davis, F.D. 1989. Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13 (3), 319.
Davis, F.D. 1993. User acceptance of information technology: system characteristics, user perceptions and behavioral impacts. International Journal of Man-Machine Studies, 38 (3), 475-487.
Elsayed W. 2021. The negative effects of social media on the social identity of adolescents from the perspective of social work. Heliyon, 7(2).
Emmanuel, C. P., Qin, S., Hossain, S. F. A., & Hussain, K. 2022. Factors influencing social-media-based entrepreneurship prospect among female students in China. Heliyon, 8(12), e12041. https://doi.org/10.1016/j.heliyon.2022.e12041
Gloor, P., Colladon, A.F., Grippa, F., Hadley, B.M. and Woerner, S. 2021. The impact of social media presence and board member composition on new venture success: Evidences from VC-backed U.S. startups. Technological Forecasting and Social Change, 157, 120098. License: CC BY-NC-ND 4.0
Greaves, G. 2024. Is Temu Fast Fashion? How Sustainable Are They? Let’s Discuss. Eco-Stylist, Is Temu Fast Fashion? How Sustainable Are They? Let's Discuss. (eco-stylist.com)
Hagan, E. 2023. Temu Is a Social Media Sensation, but Why Is It so Cheap? An Investigation. Green Matters, Why Is Temu so Cheap? Behind Its Many Controversies (greenmatters.com)
Junior, S.A.P., Lemos, S.V., Carlucci, F.V., Rebehy, P.C.P.W. 2024. Analysis and integration of mixed method in efficiency studies: Best practices and applications in the renewable energy sector. Methods, 12; 102613.
Kohler T. 2016. Corporate accelerators: Building bridges between corporations and startups. Business Horizons, 59(3), pp. 347-357. DOI: https://doi.org/10.1016/j.bushor.2016.01.008
Mallios, P., Zampetakis, L. and Moustakis, V.S. 2023. Social Media Impact on Entrepreneurship Intention: Lessons Learned from Business Startuppers. Journal of Business & Entrepreneurship, 32(2).
Martino J., Pegg, J., Frates EP. 2018. The Connection Prescription: Using the Power of Social Interactions and the Deep Desire for Connectedness to Empower Health and Wellness. American Journal of Lifestyle Medicine, 11(6), pp. 466–475.
Mmamen, J.J., Bhakat, R.S. 2019. A study on the role of Social Media on Retail Business. Universal Review, VIII(II); pp. 80-96.
Mujahid MS., Mubarik M.S. 2021. The Bright Side of Social Media: Social Media Platforms Adoption and Start-Up Sustainability. Frontiers in Psychology, 12.
Mujahid, M. S., & Mubarik, M. S. 2021. The Bright Side of Social Media: Social Media Platforms Adoption and Start-Up Sustainability. Frontiers in psychology, 12, 661649. https://doi.org/10.3389/fpsyg.2021.661649
Mujahid, M.S., Mubarik, M.S. 2021. The Bright Side of Social Media: Social Media Platforms Adoption and Start-Up Sustainability. Frontiers in Psychology, 12:661649.
Osman, S., Mohammad, S., Abu, M.S., Mokhtar, M., Ahmad, J., Ismail, N. and Jambari, H. (2018). Inductive, Deductive and Abductive Approaches in Generating New Ideas: A Modified Grounded Theory Study. Advanced Science Letters, 24(4); 2378-2381
Perin B. 2015. A revolução das startups: o novo mundo do empreendedorismo de alto impacto. Rio de Janeiro, RJ: Alta Books. 172p
Radu M., Radu G., Condurache A., Purcărea VL. 2018. The influence of digital media on the success of a health care unit. Journal of Medicine and Life, 11(3), pp. 254–256.
Saunders, M., Lewis, P. & Thronhill, A. 2012. Research Methods for Busdiness Students (4th ed.). Harlow: Pearson Education Ltd.
Saunders, M., Lewis, P., & Thornhill, A. 2016. Research methods for business students. Seventh Edition. Pearson Education Limited.
Saunders, M.N.K. and Bristow, A. 2023. Research Methods for Business Students Preface and Chapter 4. In book: Research Methods for Business Students (9th edition) (pp.i-xxvii, 128-174) Publisher: Pearson
Saunders, N.K., Lewis, P. and Thornhill, A. 2019. Research Methods for Business Students, 8th Edition, London: Pearson Education.
Seuring, S., Stella, T. and Stella, M. 2021. Developing and Publishing Strong Empirical Research in Sustainability Management—Addressing the Intersection of Theory, Method, and Empirical Field. Frontiers in Sustainability, 1.
Skiver, R. 2024. Is Temu Ethical? What Consumers Need to Know About the Popular Marketplace. Green Matters, Is Temu Ethical? Everything Customers Need to Know (greenmatters.com)
Smailhodzic E., Hooijsma W., Boonstra A., Langley DJ. 2018. Social media use in healthcare: A systematic review of effects on patients and on their relationship with healthcare professionals. BMC Health Services Research, 16(1), 1–14.
Spender JC., Corvello V., Grimaldi M., Rippa P. 2017. Startups and open innovation: a review of the literature. European Journal of Innovation Management. DOI: https://doi.org/10.1108/EJIM-12-2015-0131
Sujith A. S., Aithal, P.S. 2022. The Impact of Social Media Use of Start-ups on their Entrepreneurial Opportunities in Kerala. International Journal of Management, Technology and Social Sciences (IJMTS), 7(2), 290–300. https://doi.org/10.47992/IJMTS.2581.6012.0221
Sujith, A. S., & Aithal, P. S., 2022. The Impact of Social Media Use of Start-ups on their Entrepreneurial Opportunities in Kerala. International Journal of Management, Technology, and Social Sciences (IJMTS), 7(2), pp. 290-300.
Svennevig, J. (2001). Abduction as a methodological approach to the study of spoken interaction. www.researchgate.net/publication/251398301_Abduction_as_a_methodological_approach_to_the_study_of_spoken_interaction
Ventola CL. 2018. Social media and health care professionals: Benefits, risks, and best practices. Pharmacy and Therapeutics, 39(7), pp. 491–520.
Wang W, Liang Q, Mahto RV, Deng W, Zhang SX. 2020. Entrepreneurial entry: The role of social media. Technology Forecast Social Change.61:120337.
Wasti SP, Simkhada P, van Teijlingen ER, Sathian B, Banerjee I. The Growing Importance of Mixed-Methods Research in Health. Nepal Journal of Epidemiology, 31;12(1), pp. 1175-1178.
Acknowledgements
I would like to acknowledge the contributions from the Ukwuru Science Study Group.
Funding
Personal funding.
Author Information
Dr. Ukwuru, Edmund Ikpechi is a leading dynamic researcher in the social sciences.
Corresponding Author
Dr. Ukwuru, Edmund Ikpechi
Competing Interests
There are no competing interests for this study.
Rights
The publication is open for public use; credits must be provided by acknowledging the authors of the study.
Cite as
Ukwuru, E.I. (2025). The Influence of Instagram Trends on the Success of Startups in the United Kingdom. Ukwuru Business, 25(1): 1-16.
Received: 24 November, 2024
Accepted: 22 December 2024
Published: 17 January, 2025
Keywords: Social Media, Instagram Trends, Purchasing Decisions, Promotion, Influencers
Comments