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monly gathering information about the pages visited, actions completed, interactions and performance (Foulger 2014). 1.5 Research problem Social media marketing plays an integral role in a business’ marketing communication today. It is an entirely new way to reach your main audience and communicate to your customers. There are many success stories for marketing in social media. However, as it is a fairly new type of marketing it is important to learn how to use it effectively in busi- ness. The main purpose for this thesis is to give the case company a better understanding of how to use Instagram in marketing efficiently as a part of their social media marketing strategy. It will analyse the case company’s Instagram account’s current situation and help it to understand what it has done right and what it could do better. The findings will provide the company with future ideas as well as suggestions for improvement. 1.6 Research objectives The research objectives for the Thesis are as follows: • • • • 1.7 • • Research the importance of social media marketing for today’s businesses Explore the possibilities in Instagram marketing Analyse the approaches and practises used on Instagram marketing Outline the characteristics of successful Instagram marketing Research questions How to use Instagram effectively as a part of the social media marketing strategy? How can @minoshoes use Instagram effectively in their brand communication and marketing? By answering these questions the thesis will provide the case company with a better un- derstanding of how to market itself on Instagram and allow it to increase its brand aware- ness. This in turn will help the company grow their sales and business as a whole. 5PDF Image | Successful social media marketing on Instagram Minoshoes
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