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Even if there are many different information channels there is no guarantee that the potential customer will ever be exposed to the message. (Thaler & Koval, 2003) The new technology has made people more powerful in selecting when and when not to be exposed to advertisement. This has changed company methods for marketing themselves. (Keller, 2009) Customers are not longer so susceptible as they were before to traditional marketing like TV, newspapers, magazines and radio. Customers now turn themselves more to social media. This is due to the Web 2.0 that was introduced in the early 00’s and its stands for the new ways that internet could be used in. (Mangold & Faulds, 2009) The new ways to use the internet has lead to development of social media which include channels like Facebook, Twitter and Instagram. (Carlsson, 2010) According to a survey from Casey K. from 2012, 50 % of all small and medium size companies will use social media as marketing channel year 2015. Social media is a very popular channel and largely used because it is easy to connect with the company’s customers and get response fast. (Pentina & Koh, 2009) 1.3 Purpose The purpose with this thesis is to gain a better understanding of how Instagram is used as a marketing tool. And to understand which marketing activities can be used for a company that wants to increase the traffic to the site and spreading the brand. The spreading is measured by amount of likes on Instagram. 1.3.1 Research questions RQ1: How do pictures on Instagram affect the spreading of a brand? RQ2: How does Instagram activities affect the traffic to the webshop? 3PDF Image | Case Study about how Companies Communicate their Brands on Social Media
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