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Instagram – Instagram is a visual content sharing network for mainly mobile devices, fo- cused on the taking and sharing of photos with friends. The application is free to use and owned by Facebook. (Instagram 2015.) Visual Communication – visual communication is information transferred through imag- es, where the creator of the image has created an image specifically to communicate something through which the viewer of the image then interprets and understands through personal filters which are made up of personal experiences, cultural and social back- grounds as well as attitudes (Jamieson 2007). Content marketing – content marketing is a marketing strategy based on attracting and retaining customers through the creation and distribution of valuable content, such as vid- eos, white papers, guides and infographics (Foulger 2014). Content – content in this study is understood as the photos and videos and other posts the user updates on their account on social media platform. Users – In this study the term users will refer to people who use a specific social media platform. Follower – A social media user who has subscribed to another social media account so they can receive their news feed (Foulger 2014). Unfollow – unfollowing is the action of unsubscribing from another user’s account in so- cial media platform (Foulger 2014). Liking – like on social media is an intention that is developed into an understood expres- sion of support for content (Foulger 2014). Engagement – engagement in this study is understood as liking, commenting, sharing or following another social media platform profile and their posts. Hashtag – The hashtag is a word presented by the #-sign. Hashtags are a simple way to mark the topic of social media messages and make them discoverable to people with shared interests (Foulger 2014). Analytics – Analytics, in, general involves using technology to gather data, which ana- lysts can study. The goal is to examine the patterns in behaviour. The data is most com- 4PDF Image | Successful social media marketing on Instagram Minoshoes
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