Fashion Brands and Engagement on Instagram: How can fashion brands apply content marketing on Instagram to engage Millennials and increase brand equity?
2016 (Engelska)Självständigt arbete på grundnivå (kandidatexamen), 10 poäng / 15 hp
Studentuppsats (Examensarbete)
Abstract [en]
The purpose with this study was to investigate how fashion brands can use content
marketing on Instagram to engage Millennials and increase brand equity. The aim was to
contribute with support for fashion brands that are, or thinking about, running content
marketing on Instagram. By finding out how brand equity can be increased as a result of
engagement on Instagram, it enables fashion brands to focus on the right marketing activities
and make more profitable marketing decisions in the future.
Ort, förlag, år, upplaga, sidor
2016. , s. 52
Nyckelord [en]
Instagram, social media, Millennials, brand equity, engagement, content marketing
Nationell ämneskategori
Företagsekonomi
Identifikatorer
URN: urn:nbn:se:hh:diva-31415OAI: oai:DiVA.org:hh-31415DiVA, id: diva2:943429
Ämne / kurs
Företagsekonomi
Handledare
Examinatorer
2016-06-292016-06-272016-06-29Bibliografiskt granskad