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Fashion Brands and Engagement on Instagram: How can fashion brands apply content marketing on Instagram to engage Millennials and increase brand equity?
Halmstad University, School of Business, Engineering and Science.
Halmstad University, School of Business, Engineering and Science.
2016 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
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.

Place, publisher, year, edition, pages
2016. , 52 p.
Keyword [en]
Instagram, social media, Millennials, brand equity, engagement, content marketing
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hh:diva-31415OAI: oai:DiVA.org:hh-31415DiVA: diva2:943429
Subject / course
Business
Supervisors
Examiners
Available from: 2016-06-29 Created: 2016-06-27 Last updated: 2016-06-29Bibliographically approved

Open Access in DiVA

fulltext(652 kB)900 downloads
File information
File name FULLTEXT02.pdfFile size 652 kBChecksum SHA-512
9a7394a39ab8ab27c2b74cf5b21922b2bc4eca910dc176398c9cebe83585d3131c40ed42d3aba9c91fff5a01c56292f40839a4fa64bda1717ef2e6c35415a1dd
Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf