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6.1 SPREADING OF THE BRAND.....................................................................................................................46 6.2 TRAFFIC TO THE WEBSHOP ....................................................................................................................47 6.3 RECOMMENDATIONS FOR FURTHER RESEARCH ................................................................................47 7. REFERENCE ................................................................................................................................ 48 APPENDIX 1 - WORDLIST ..............................................................................................................2 APPENDIX 2 – INTERVIEW GUIDE FOR THE INSTAGRAMMERS IN ENGLISH ...............3 APPENDIX 3 - INTERVIEW GUIDE FOR THE INSTAGRAMMERS IN ENGLISH ................4 APPENDIX 4 - INTERVIEW GUIDE FOR SARAH IN SWEDISH..............................................5 APPENDIX 5 - INTERVIEW GUIDE FOR SARAH IN ENGLISH ...............................................6 TABLE OF FIGURES FIGURE 1 OUTLINE OF THE THESIS ......................................................................................................4 FIGURE 2 BRAND EQUTY ......................................................................................................................9 FIGURE 3 THEORY MODEL ................................................................................................................ 17 FIGURE 4 DENSITY OF PICTURES ...................................................................................................... 33 FIGURE 5 BEST TIME TO POST .......................................................................................................... 34 FIGURE 6 MOST LIKED PICTURES ...................................................................................................... 34 FIGURE 7 GIVEAWAY/CONTEST ........................................................................................................ 35 FIGURE 8 GIVEAWAY/CONTEST 2 ..................................................................................................... 36 FIGURE 9 AVERAGE INTERACATIONS PER POST................................................................................ 36 FIGURE 10 FOLLOWERS ..................................................................................................................... 37 FIGURE 11 PRODUCT PLACEMENT .................................................................................................... 37 FIGURE 12 OPENING OFFER............................................................................................................... 38 FIGURE 13 DISCOUNT ........................................................................................................................ 38 FIGURE 14 COLLABORATION ............................................................................................................. 39 TABLE OF TABLES TABLE 1 DIRECT VS. MASS MARKETING ...............................................................................................5 TABLE 2 RESEARCH STRATEGIES ...................................................................................................... 20 TABLE 3 SOURCE OF EVIDENCE ......................................................................................................... 21 TABLE 4 PRESENTATION OF INTERVIEW QUESTIONS....................................................................... 24 TABLE 5 PRESENTATION OF RESPONDERS ....................................................................................... 25 TABLE 6 LIKES/PICTURE TYPE.......................................................................................................... 33 TABLE 7 DATA DISPLAY RQ1............................................................................................................. 41 TABLE 8 DATA DISPLAY RQ2............................................................................................................. 43 vPDF Image | Case Study about how Companies Communicate their Brands on Social Media
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