Instagram Content Management for Fashion eCommerce Stores. Permanent and Ephemeral Content as Promotional Tools
Antipova, Tatjana (2020)
Antipova, Tatjana
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020051611771
https://urn.fi/URN:NBN:fi:amk-2020051611771
Tiivistelmä
This thesis research aims to identify how permanent and ephemeral content should be applied on Instagram to promote fashion-oriented eCommerce stores efficiently. The research begins with background information on the fashion eCommerce industry and Instagram as the focus social media channel.
The theoretical framework covers the three main components that shape relevant content for Instagram: social media marketing with the perspective on fashion eCommerce, Instagram content marketing with the most relevant content features and techniques, and consumer behavior with the perspective on modern e-consumer.
The quantitative research method was selected for this study as it allows a bigger sample size and diverse statistical analysis. The data collection was conducted between 2 and 6 of May 2020, and in total, 66 respondents participated in the questionnaire. The empirical data was analyzed in SPSS, the research finding presented and discussed in the research result chapter.
The research results show that when it comes to clothing brands and eCommerce on Instagram, users demonstrate more trust toward permanent content but are interested in ephemeral content as well. The list of suggested content theme applications is presented in the conclusion chapter. The study also shows that the majority of respondents have not tried the Instagram Shopping feature, which is a potential for improvement from a brand point of view. The 20 to 29 age group is the most active in terms of brand and shopping interactions. However, other age groups also demonstrated a substantial level of interest.
The theoretical framework covers the three main components that shape relevant content for Instagram: social media marketing with the perspective on fashion eCommerce, Instagram content marketing with the most relevant content features and techniques, and consumer behavior with the perspective on modern e-consumer.
The quantitative research method was selected for this study as it allows a bigger sample size and diverse statistical analysis. The data collection was conducted between 2 and 6 of May 2020, and in total, 66 respondents participated in the questionnaire. The empirical data was analyzed in SPSS, the research finding presented and discussed in the research result chapter.
The research results show that when it comes to clothing brands and eCommerce on Instagram, users demonstrate more trust toward permanent content but are interested in ephemeral content as well. The list of suggested content theme applications is presented in the conclusion chapter. The study also shows that the majority of respondents have not tried the Instagram Shopping feature, which is a potential for improvement from a brand point of view. The 20 to 29 age group is the most active in terms of brand and shopping interactions. However, other age groups also demonstrated a substantial level of interest.