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shift involving that consumers spend relatively more time on social media than with traditional marketing tools, there is a greater opportunity for companies to reach more people through social media marketing. (Agresta & Bough 2011, pp. 8-10.) With social media marketing also the definition of the brand changed. Brands are no longer only a message, or an image created by a company. The brand nowadays represents an attitude of the consumer. This leads to the implication that the emotional bond between brand and customer is getting significantly more important, but it has also become more difficult for the company to create this bond. (Agresta & Bough 2011, pp.11-13.) The above was just a short outlook on how social media affects branding. In chapter 2.4 and onwards the phenomenon will be discussed in further detail. One additional opportunity that social media marketing delivers is trustworthiness. If a follower is reading about a brand on the page of a trustworthy blogger or influencer the person is more likely to believe in the message immediately. If there is a personal connection between the follower and the blogger, the follower tends to support the given message. This implies that good influencers have a positive effect on the brand as their personal positive brand influences the message of the company’s brand in a beneficial manner. This is simply explained by the use of heuristics. Heuristics describe the process of choosing a product or brand because the general attitude towards it is positive. Heuristics can be described as a rule of thumb. If everybody or a significant person likes something, it needs to be good. (Dahl 2015, pp. 134-135.) 2.3 Fashion on social media With the rise of social media, the view on fashion has shifted. Before social media made an appearance, the overall relationship of customers with fashion was different. Magazines were the main advertising channel, which is quite distant to the potential consumer. The way that fashion is presented nowadays is more interactive and personal. Consumers are given the possibility of shopping popular items directly instead of simply viewing them in magazines. Fashion became 12PDF Image | Brand-Awareness through Marketing on Instagram
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