![]() However, in spite of this, just one-quarter of top brands are currently using the platform (Clancy, 2015). At just 5 years old, having been launched in 2010, Forrester Research has placed Instagram amongst the most effective marketing tools, alongside Forbes contributors suggesting that it is ‘the world’s most powerful selling tool’. With 90% of these users being below 35, many brands choose the platform as an ideal way of reaching out to their target audience (Collins, 2015). As of March 2015, Instagram has more than 300 million active users. ![]() The social media revolution has created various platforms for brands to communicate with consumers, and vice versa (Mangold & Faulds 2010), with huge potential to transform e-commerce from a product-centric environment to a social and cuscomer-centred one (Wigand et al, 2008).
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