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Instagram makes it easy to share the story of the company while giving a look behind the scenes on how the company is managed (Zimmerman, 2013). Nevertheless, the option of sharing photosfor business is different from other personal uses. For example, the images created by the company, how frequently it posts and the messages behind every image will not be the same as the content shared by personal users (Asad, 2014). Furthermore, Instagram is different from other social media platforms. The users of Instagram are more selective in what they are posting. However, tt is evident to note that Instagram is completely visual and allows luxury brands to promote their product in many ways. Marketers not only use Instagram with an attempt to publish their own videos and photos, they can also highlight what the target audience is doing with their products . The Intagram followers do like it when their content is commented on or liked (Miles, 2014).2.4. Impact of E-Marketing on YouTubeOver the recent years, Youtube as a social media channel has gained immese popularity as a digital marketing tool and a social media marketing tool. According to Nummila (2018), it has
E-MARKETING111.47 acitve users across the world while this number is expected to grow to 1.86 billion by the end of 2021. Facebook is the only social media platform which has a greater number of users than Youtube 2.2 billion total number of active users per month.As per Booth & Matic (2011),Marketers have realized the importance and the growing popularity of Youtube as a marketing tool. There are a number of ways through which advertising and marketing can be done on Youtube. The main forms of advertising which are used on Youtube are the bumper advertisments, TrueView in steam ads and TrueView discovery.The bumper advertisments are presented at the start of the actual video and last for a couple of seconds . The TrueView discovery appear only in the search results specially when the user looksfor videos in the search bar . Finally, the TrueView in-steam adverts are the videos which are shown at the start of the videos but they are more lasting than the bumper videos. Users have the chance to skip these adverts. An increasing amount luxury brands and other small companies market their products and brands in collaboration with the Youtubers (Duffett et al., 2019)2.5. Hypothesis Development In the light of literature review, this study will test the following proposed hypotheses.Hypothesis 1Ho: There is a no significant impact of E-Markting on Facebook.H1: There is a positive significant impact of E-Markting on Facebook.Hypothesis 2Ho: Twitter has no direct impact on E- Markting.H2: Twitter has a direct impact on E- Markting.
E-MARKETING12Hypothesis 3Ho:There is a no significant impact of E-Markting on Instagram.H3: There is a significant impact of E-Markting on Instagram.Hypothesis 4Ho:There is a no direct relation between E-Marketing on Youtube.