• Suchithra Gopinath
• MR. R.K. SHIVA SHANKARAN

Instagram is the popular social media platform where pictures play an important role. There are a lot of small business and brand pages in Instagram. Instagram has grown to be one of the examples for social media marketing. A business profile in Instagram needs to update pictures to stay in business and to attract buyers. This study mainly aims to find out how pictures affect in trusting a business page in Instagram and to find out the reach of a business page through the number of followers. A quantitative method is used to check if the required objectives can be found, this method is limited to the people who use Instagram and also to the people who are aware of jewelry business pages in Instagram. Questionnaire is circulated around to the users of Instagram, so that they could give proper answers for the asked questions. The finding offers a result that pictures do play an important role to attract the buyers and to stay in business consistently, posting pictures on a daily bases increase the engagement of business. Most of the people have seen antique jewelry business pages in Instagram, more of pictures are preferred than contents. One of the findings from this research found out that pictures and its qualities are important and expected from a business profile. People prefer seeing pictures of models of jewelry in a jewelry business page. As in the case of finding out the reach of business pages through the number of followers, the result was not as expected. People suggested that they don’t follow a business Instagram page looking at the number of followers rather they expect more quality pictures and pictures of models of jewelry but they do follow a business page in Instagram looking at the mutual followers list.

Instagram as a marketing tool, Social Media marketing, Building Business, Instagram, Pictures.

"A study on the use of pictures in building a jewelry business through Instagram in Chennai", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.7, Issue 2, page no.377-385, February-2020, Available :http://www.jetir.org/papers/JETIR2002060.pdf

"A study on the use of pictures in building a jewelry business through Instagram in Chennai", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.7, Issue 2, page no. pp377-385, February-2020, Available at : http://www.jetir.org/papers/JETIR2002060.pdf