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Appendix 1 - Wordlist Caption It is the field where it is possible to write a description to the picture. Hashtag Is a way of highlighting a word or a phrase but putting it behind a # which makes it searchable. All photos with the same hashtag are gathered in the same place on Instagram. Geotag Making a picture searchable by tagging it with a geographic place. All photos with the same hashtag are gathered in the same place on Instagram. Giveaway Is when a company gives away a product and it is arranged like a contest and the company decides rules. Product placement When someone is given a product or a discount with terms that they have to take a picture and post it on their Instagram. It has to be stated where it is bought from or which brand. Exclusive offers Offers are discounts or campaigns. There are exclusive when they are limited to a specific group of people. SFS Stands for shout-out-for-shout-out which is when one instagrammer recommends/post a picture of another instagrammers. A person recommends this person to its followers. 2PDF Image | Case Study about how Companies Communicate their Brands on Social Media
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