Fashion Brands and Engagement on Instagram: How can fashion brands apply content marketing on Instagram to engage Millennials and increase brand equity?
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
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.
Instagram, social media, Millennials, brand equity, engagement, content marketing
IdentifiersURN: urn:nbn:se:hh:diva-31415OAI: oai:DiVA.org:hh-31415DiVA: diva2:943429
Subject / course
Solberg Søilen, Klaus