Oklahoma Baptist University’s Researchers Reveal Vitalness of Instagram to Both Businesses and Consumers

Oklahoma Baptist University (OBU)  researchers in the Paul Dickinson College of Business ) reveals the importance of social media platforms, mainly Instagram for business growth and consumers.

Oklahoma Baptist University’s Paul Dickinson College of Business recently released research related to social media. This research evaluated the importance of social media platforms such as Instagram in the growth of business and consumers. There are several noted experts in the business college including Dr. Daryl D. Green and Professor Richard Martinez; both professors are established scholars. Dr. Green is an assistant professor while Dr. Martinez serves as the director of the OBU MBA program. The other authors who contributed in the research are Stephanie Dirlbeck, Lauran Evenson, Amalan Khadja, and Lisa MacManus;These individuals are current MBA students at the Oklahoma Baptist University.

In the research on Instagram conducted, the authors show how  to improve the survival rate of new social media platforms like Instagram. Additionally, the study also reveals the effectiveness of social media platforms as a powerful tool for business practitioners. With more than 400 million users on Instagram sharing 80 million posts on average per day, Instagram is here to stay. This research supported the staying power of social media. Given this perspective, social media platforms like Instagram are transforming how today’s professionals will conduct future business. Today’s academic institutions need to better prepare students for this new world.

Dr. Martinez concurs on the need to prepare today’s college students: “We are engaged in research projects that add value in at least two different ways. First, we want to better understand the emerging forces at work in the marketplace – forces that can’t be understood solely through the study of static textbooks. Second, we want our MBA students to understand the role – and value – of research and constant learning in creating opportunities in the midst of dynamic market forces. This project accomplishes both of those goals.,”

Dr. Green, who coordinated this study, argues for more relevant assignments for graduate students as well as undergraduates: “Our graduate students are taught about how to navigate change.  Understanding the digital economy is essential. Social media platforms like Instagram are leaving their marks on society. We want our students meeting the challenges of the future.”  OBU hopes to see more collaborating between faculty and students on critical topics in business.  Most faculty would see the benefit of teaming together with their students.

Stephanie Dirlbeck, OBU graduate students who led her group to complete this article, adds, “What I learned from completing this article is a number thing. The most important thing I learned and I’m sure my group members will agree, is time management. It took a great amount of research to write this article and I’m glad that we all made it a priority to conduct the research needed.  Along with time management, we discovered that social media is a huge outlet for companies to implement their marketing strategies. Marketing is evolving, and it was very interesting to learn about the social platforms we were studying: Instagram, Snapchat & Pinterest. The most difficult of conducting a case study is trying to make it sound like the voice of the article is one. Making the paper flow was a big challenge. Each member of this group had completely different writing styles. Dr. Green and Dr. Martinez did a really great job in guiding me throughout this entire process. As an MBA student, conducting research is still rather difficult but it made a difference to have Dr. Green guide us along the way.”


For more information about the research, visit:


About Paul Dickinson College of Business

The Paul Dickinson College of Business is part of Oklahoma Baptist University. This qualified and Christian-based education is addressed for those who want to pursue a bachelor degree in business. The university provides the skills needed by the business graduates in contemporary professional careers as a leader. The business degree programs of the Oklahoma Baptist University are accredited and acknowledged by the Accreditation Council for Business Schools and Programs.

For more information on the Paul Dickinson College of Business at OBU, visit www.okbu.edu/business.

Media Contact

Dr. Daryl D. Green

Paul Dickinson College of Business

Phone: 405-585-4414

Oklahoma Baptist University

Email: Daryl.green@okbu.edu

500 W. University

Shawnee, OK 74804

Activate An Effective Personal Brand


Ben was stuck in his dead-end job as a waiter at the local restaurant in town. By day, he was known as the nicest, more courteous server in the area. By night, Ben attended a local college with the ambition of starting his own social media serves. Ben understood stereotypes and bias. People had the tenacity to put individuals in pigeon holes with their biases. Therefore, Ben started building his online personality with writing insightful articles about social media and running a video blog. He wrote an e-book about social media that received Internet acclaim.

He quietly started a radio talk show. With his persistence, Ben started seeing his effort pay. The restaurant was packed with a bus of college students headed to a convention. Ben was helping out the servers with the big crowd. Suddenly, there was a big commotion in the crowd that involved Ben. Another server came to get the owner about this situation. The owner was afraid that Ben had done something wrong. He didn’t. These college students from out of town were overwhelmed with excitement in meeting the online celebrity “Ben the eWriter.” His online presence had repositioned his personal brand. 

With the impact of the Internet and social media platforms, like Facebook, working professionals can reenergize or rebrand themselves in a matter of minutes. In fact, individuals can actually reposition themselves into new careers with the right strategies.  In today’s job market, people need to understand the concepts of personal branding and how to develop their own personal strategy for employment.  In this discussion, we will examine the concept of personal branding. Individuals will learn how to reenergize yourself and make gain more influence in the process. 

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The Future of Digital Marketing – Small Business Help


Today’s customers can purchase a variety of items online with minimum effort. Given this scenario, brick and mortar companies are fighting to stay alive with the fierce internet competition. According to a 2017 survey conducted by Square and Mercury Analytics looking at 1,164 U.S. business owners, the following observations were made:

  • 96% of Americans with internet access have made an online purchase in their life, 80% in the past month alone.
  • 51% of Americans prefer to shop online.
  • 67% of Millennials and 56% of Gen Xers prefer to shop online rather than in-store.
  • Millennials and Gen Xers spend nearly 50% as much time shopping online each week (six hours) than their older counterparts (four hours).
  • 51% of seniors have shopped on marketplaces, 66% at large retailer sites, 30% on web stores or independent boutiques, and 44% at category-specific online stores.

Marketing professionals understand the importance of the internet and how to effectively leverage this power. According to Socialmedia.com, 90% of marketers use social media for their businesses. Sadly, many small businesses do not recognize this fact. Many businesses had opted to bury their heads in the sand in hopes that this ‘internet thing’ will go away. It hadn’t!

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Social Media Marketing Strategies by Guest Blogger Brenda Coleman


Notwithstanding the arguably negative impact of social media on people today, according to the Daily Mail’s opinion, social networks are becoming more and more powerful. So are marketing opportunities for businesses. Business owners use social media sites as another channel to implement their branding and marketing strategies. If you think that it’s time for you to use this channel too, you will need to find out a few important things.

Simple Social Media Tips for Beginners
Let’s begin with the basics. What is social media marketing? Simply said, it’s all about using your company’s online profiles with marketing goals. There are many subtleties and tricks that help those goals be achieved, but they are all built on and around the fundamentals of social media business owners should know. Here they are.

#1 Search Is Your Everything
In order to gain followers’ attention, your must create an engaging media product. If you do want to use social media for business effectively, it will be wise for you to start with studying your audience and analyzing their interests, which could be easily done with a search option available on all platforms. When searching, ask yourself the following question: What lacks out there that could interest them?

You should aim at relevant groups – “travelers,” “dieticians,” or “vegans” – that make up your target audience. Find a catchy personality and scan his or her Facebook likes. Understanding what your potential customers are interested in will help you decide what kind of content they will love. Continue reading