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way. Therefore, in this thesis the purpose is to give a better understanding of various Instagram marketing tools to make it easier for the company to use them as part of a new strategy. This thesis contains an introduction, theoretical background, research methods, empirical study and a discussion. The introduction discusses social media marketing, primarily Instagram marketing. The theoretical background explains social media marketing in a deeper sense as well as in the context of the fashion industry. Furthermore, the theory part provides information about branding and how it is used on social media. After that, a closer look is taken on marketing strategies in order to understand the process and be able to build a specific strategy at the end of the thesis. The last point in the theoretical background discusses specifically Instagram and the different tools that are used on Instagram. The empirical part analyzes the current situation of Onimos Clothing, and benchmarks different Instagram tools used by other companies. In addition, findings from testing various Instagram tools on the Instagram account of Onimos are displayed. In the discussion part the main results and ideas for the strategy are provided. The research objective is to find out which Instagram tools are the most effective and suitable ones for ONIMOS Clothing. The sub-questions to this objective are as follows: - How can ONIMOS improve its brand awareness on Instagram? - Are there current trends or issues in Instagram marketing? - How can the different Instagram tools be used best? Social Media: Social media is a group of Internet-based applications that build on the ideologies and technological foundations of web 2.0, and that allow the creation and exchange of user-generated content (Kaplan & Haenlein 2010, p. 61). 8PDF Image | Brand-Awareness through Marketing on Instagram
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