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Even if the Federal Trade Commission (FTC) has set rules for which posts need to be disclosed in which way as advertisement for a company, many influencers are not respecting those guidelines. According to the FTC, a material connection between an influencer and the company needs to be revealed if a payment in form of monetary or material compensation is received by the influencer. Furthermore, the FTC demands a clear disclosure of the partnership, which means that simply marking a sponsored post with a single hashtag that is not even explicitly indicating the sponsorship is not sufficient. (Federal Trade Commission 2017.) 6 Empirical part 6.1 Target of research The study in this thesis was conducted in order to understand Instagram marketing tools in a better way, analyze the competitors’ actions and the case company’s account, and to finally create a clear and unique Instagram marketing strategy for Onimos Clothing. As Onimos discovered Instagram as a tool that is working quite well for the company, Onimos was interested in learning more about the different Instagram tools. As Onimos’ goal is to raise the brand awareness and to become more popular, Instagram is a good channel to work on those goals. The literature part of this thesis is the foundation of the empirical part. With the knowledge from the theoretical part and the gathered data in the empirical part, an Instagram marketing strategy will be created in order to manage the brand more effectively on Instagram. 6.2 Methodology The theoretical part was built up on theories from academic and other literature. As the topic is quite current, most of the literature sources are online resources from the past two years. The theory part provides the basic knowledge that is needed for the study research, which is based on primary data including the knowledge from the theoretical concepts. 38PDF Image | Brand-Awareness through Marketing on Instagram
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