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It was stated that light, high contrast and good quality pictures get the most likes. This was also found in Tegelbruketdesign’s statistics. This can help to draw a conclusion about why product-centric and contest pictures drive more engagement then customer-centric photos. The reason is that customer-centric photos may not be light, high contrast and of good quality. When looking into the usage of hashtags the respondents answers were very spread, a determent conclusion cannot be established. 6.2 Traffic to the webshop RQ2: How does Instagram activities affect the traffic to the webshop? Based on Table 8 presented in previous chapter, conclusions can be drawn. The investigated Instagram activities – giveaway/contest, product placement, exclusive offers and collaboration – lead to an increase of the traffic to the webshop. It can be concluded that these Instagram activities had a positive affect of the traffic to Tegelbruketdesign’s webshop. 6.3 Recommendations for Further Research This thesis was based on only one company in a very specific industry, there are therefore several interesting aspects for further research. These are the following recommendations that should be considered when conducting a study with similar purpose. w Conduct the study with more respondents and with greater variety w Conduct the study with a company in a different industry w Conduct the study in a different country, it would be interesting to see if the reactions are the same in different parts of the world w Conduct a study on how different attributes on a picture can create more engagement 47PDF Image | Case Study about how Companies Communicate their Brands on Social Media
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