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2.4 Frame of Reference Theory and literature has been presented in the previous sections of this chapter, which will help to answer the thesis research questions. The purpose of a frame of reference is to present the most important concepts, variables or factors and the relation between them (Miles & Huberman, 1994). A frame of reference lifts up the most important factors that will be studied, either by describing them or by graphically showing them (Ibid.) The framework is going to describe which of the theories are mainly used and which of the research question it relates to. The framework is structured according to the order of the research questions. RQ1: How do pictures on Instagram affect the spreading of a brand? This research question will be answered by a several different theories. First Keegan & Green (2015) to define branding. The describing of the social media theories will rely on research from Harrison-Walker (2001); Li & Du (2011); Halligen & Shah (2010); Safko (2014); Clapperton (2009); Hanna, Rohm, & Crittenden (2011). To understand when the best time to post is and the optimal density of pictures, statistics from Track Maven (2016) and Union Metrics (2015) will be used. Prior research from Hemley (2013) and Brunskoek (2014) will strengthen the marketing model. RQ2: How does Instagram activities affect the traffic to the webshop? Hemley (2013) clarified five Instagram activities that a company can use. This will be the foundation to theory when categorizing Tegelbruketdesign ́s different pictures on Instagram. Some of the research that answers research question one will be also used on research question two, from Harrison-Walker (2001); Li & Du (2011); Halligen & Shah (2010); Safko (2014); Hanna, Rohm, & Crittenden (2011); Track Maven (2016) and Union Metrics (2015). 16PDF Image | Case Study about how Companies Communicate their Brands on Social Media
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