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4 Empirical part 4.1 Target of research This study was conducted in order for the owner of MI.NO shoes, Johanna Keltto, to im- prove the company’s understanding of its customers’ behaviour online and also to under- stand the significance of Instagram as a part of their social media marketing strategy. For MI.NO shoes, social media offers an effective and cost-efficient way to market to its customers and raise brand awareness. Instagram is one of the most popular channels and as such is a great channel for MI-NO shoes to get to know and interact with its cus- tomers. It offers the company the opportunity to share creative and personal content to attract more followers. The theoretical findings provide the foundation for the empirical analysis of the case com- pany. Primary focus is given to the company’s need to create the strategy for its Insta- gram account as well as tips on how to manage it and how to use it effectively in brand communication, as well as common pitfalls to avoid. 4.2 Methodology The theoretical part is based on the concepts and theories from relevant academic and other literature. The data was collected in order to answer the four objectives and the two investigative questions of the thesis. The methodology used in the research is case study research. This served as a suitable method considering the research topic and questions. The methodology includes three tasks; designing a case study, collecting the study’s data, analysing the data, and present- ing and reporting the results (Yin 2012, 3). The case study research was used for the start-up fashion retail store, MI.NO shoes. Fashion businesses have especially found In- stagram marketing as a very effective marketing tool and this makes MI.NO shoes a good case candidate for this type of research. The theoretical background has set the foundation for conducting the case study. The theories and concepts reviewed will be used to analyse the Instagram account of the case study company. The case study is of primary research and the theoretical research will be used to support the findings. Certain information and data was collected through second- ary sources such as blogs, company websites and popular literature. 32PDF Image | Successful social media marketing on Instagram Minoshoes
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