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Table of contents 1 Introduction ..................................................................................................................... 1 1.1 The purpose of this thesis ...................................................................................... 2 1.2 Case company information..................................................................................... 2 1.3 The structure of the thesis ...................................................................................... 3 1.4 Key concepts .......................................................................................................... 3 1.5 Research problem .................................................................................................. 5 1.6 Research objectives ............................................................................................... 5 1.7 Research questions................................................................................................ 5 2 Social media marketing .................................................................................................. 6 2.1 Social media is growing its importance .................................................................. 6 2.2 Social media for business ...................................................................................... 8 2.3 Content planning .................................................................................................... 9 3 Instagram marketing ..................................................................................................... 11 3.1 Instagram in a nutshell ......................................................................................... 11 3.2 Instagram marketing............................................................................................. 12 3.2.1 Branding on Instagram .............................................................................. 14 3.2.2 Visual communication ............................................................................... 15 3.3 Attractive Instagram profile................................................................................... 16 3.4 Anatomy of posts.................................................................................................. 18 3.4.1 Instagram contests, coupons, and giveaways .......................................... 20 3.4.2 Who to follow ............................................................................................. 21 3.4.3 How to get followers and engagement ...................................................... 21 3.4.4 Best time for engagement ......................................................................... 23 3.4.5 How to use hashtags................................................................................. 24 3.5 Mistakes to avoid.................................................................................................. 27 3.6 Social Analytics .................................................................................................... 28 3.7 Useful third-party tools for Instagram ................................................................... 29 3.8 Intellectual property rights on Instagram .............................................................. 30 3.9 Summary .............................................................................................................. 30 4 Empirical part ................................................................................................................ 32 4.1 T arget of research ................................................................................................ 32 4.2 Methodology ......................................................................................................... 32 4.3 Research process ................................................................................................ 33 4.4 Validity and reliability ............................................................................................ 33 4.5 Current situation of MI.NO shoes Instagram account .......................................... 34 4.5.1 Content...................................................................................................... 35 4.5.2 Engagement .............................................................................................. 37PDF Image | Successful social media marketing on Instagram Minoshoes
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