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The methodology in the research part is split in to two different parts. On the one side, benchmarking was used to analyze some Instagram accounts of competitive vintage retailers. Competitors in this case are vintage retailers that are located close to the physical Onimos shop and have a good Instagram appearance, but also vintage retailers that are no direct competitors in terms of the location but based on the success of their Instagram accounts. The companies that were chosen for the research are Atika London, Rokit Vintage and Beyondretro as the companies that are physically located close to Onimos. Gullygarms, Truevintage Clothing and Darkparadise Vintage are the companies that have been chosen because they are quite successful on Instagram. On the other side, case study was conducted. In this part the case study was designed, the data was collected and analyzed in order to report the results. The combination of the two tools was chosen because it was thought that with this method more relevant data can be gathered and merged into a more thorough Instagram marketing strategy. 6.3 Research process The process of this thesis study followed the five displayed steps in Figure 4. Defining topic and objectives Defining research questions and defining the content of the theoretical part Literature review for the theoretical part and choosing methodology Analyzing and processing empirical data Creating the Instagram marketing strategy Figure 4: Thesis Process Flowchart The process, which can be seen in Figure 4, started by generating a topic that suited the interests of the case company. Therefore, the company outlined the objective that the thesis should pursue, which is mainly to increase the brand awareness. Then the research questions were defined regarding the objective of 39PDF Image | Brand-Awareness through Marketing on Instagram
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