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The answers of the last aspect was diverse; X uses a lot of hashtags both in Swedish and English. Ellinor does not use hashtags often, only if she really feels that they add something to the picture. Sarah answered that they could be good if they add value but maximum five hashtags per picture. 5.2 RQ2: Traffic to the webshop The second research question tries to understand how Instagram activities affect the traffic to the webshop, this question relies on Tegelbruketdesign’s statistics from their own website, iconsquare and quintly. From the frame of reference a marketing model was created and in that four Instagram activities were presented. The table below presents the collected data of the Instagram activities; giveaway, product placement, exclusive offers and collaboration, it also shows the change in traffic to the website. Table 8 Data display RQ2 é Increased traffic to the webshop ê Decreased traffic to the webshop − No change in traffic to the webshop The table above shows that all investigated Instagram activities increase the traffic to webshop significantly. Instagram activity Change in traffic Contest/giveaway é Product Placement é Exclusive Offers é Collaboration é 45PDF Image | Case Study about how Companies Communicate their Brands on Social Media
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