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Content 1 Introduction ......................................................................................................5 1.1 Purpose of the thesis .................................................................................6 1.2 Case company information ........................................................................7 1.3 Research problems and delimitations........................................................7 2 Social media and branding ..............................................................................9 2.1 Importance of social media......................................................................10 2.2 Social media marketing ...........................................................................11 2.3 Fashion on social media ..........................................................................12 2.4 Branding ..................................................................................................13 2.4.1 Branding on social media ..................................................................14 2.4.2 Branding on social media in the fashion industry ..............................17 3 Marketing strategy .........................................................................................18 3.1 Definition of marketing strategy and strategic marketing decisions .........18 3.2 Social media marketing strategy..............................................................19 4 Instagram.......................................................................................................21 4.1 Instagram explained ................................................................................21 4.2 Instagram marketing strategy & brand building on Instagram..................22 4.3 Instagram insights....................................................................................23 4.4 Tools of Instagram marketing strategy.....................................................24 4.4.1 Influencer marketing..........................................................................25 4.4.2 Content scheduling............................................................................27 4.4.3 Content creation ................................................................................29 4.4.4 Giveaways.........................................................................................31 4.4.5 Instagram ads....................................................................................32 4.4.6 Storytelling.........................................................................................33 4.4.7 Interaction with Instagram users........................................................35 5 Current issues and dangers...........................................................................36 5.1 Purchased followers ................................................................................36 5.2 Fake sponsored content ..........................................................................37 6 Empirical part.................................................................................................38 6.1 Target of research ...................................................................................38 6.2 Methodology ............................................................................................38 6.3 Research process....................................................................................39 6.4 Validity and reliability ...............................................................................40 3PDF Image | Brand-Awareness through Marketing on Instagram
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