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Social media marketing: Social media marketing is part of digital marketing. It includes motivating customer communications on the company’s social media accounts. (Chaffey & Ellis-Chadwick 2012, p.30.) Instagram: Instagram an online photo-sharing application and social network platform which is free to use for everyone. Users can interact with different content posted in various ways. Since 2012 Instagram is owned by Facebook. (Rouse n.d. b.) Instagram Insights: Instagram Insights is a tool for business profiles that gives the user information about the followers and the performance of the content that is published on the account and in the stories (Instagram 2019). Instagram story: Instagram story is a feature for adding pictures and videos that disappear within 24 hours. They can be opened as many times as a user wants until the 24 hours are over. (Sanchez 2018, p.19.) Branding: Branding means to define a company’s differences and advantages over other companies in order to be unique and recognizable. The brand is the identity of the company for which the customers are most likely to prefer the products over competitive products. (McCartney 2012, p.1.) Instagram Marketing Strategy: The Instagram strategy is aiming to build a brand’s vision and to create a unified unique appearance of a brand (Sanchez 2018, p.56). 2 Social media and branding In this chapter a closer look will be taken on social media in general and social media marketing. Then it will be briefly displayed how fashion is affected by social media platforms. The second step in this chapter is to analyze branding and its components with a closer look on branding on social media. As this thesis is aiming to build a marketing strategy on social media to increase brand- awareness, the connection between social media and branding needs to be understood. This connection will be built across the different sub-chapters of this chapter. 9PDF Image | Brand-Awareness through Marketing on Instagram
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