Marketing on Instagram. Drivers of Success and their Application in Practice

      Аннотация: This book is dedicated to the Social Media Marketing and Marketing Communication Strategies on Instagram. The work starts with exploring relevance of the topic and the role of Social Networks, Instagram in particular, in Marketing. This work also studies the views on Marketing Communication strategies in existing literature and aggregates an overview of guidelines on successful Marketing Communication on Instagram. Furthermore, this book investigates several cases of implementing Instagram into Marketing Communication Strategies of companies from fashion industry. Based on the case study analysis, a list of recommendations and guidelines for successful Marketing Communication campaigns is formulated. This book can be of interest for companies looking for ways to improve their Social Media Communications, researchers and students working on the topics of Social Media Marketing and Marketing Communications with the focus on Instagram, as well as everyone interested in the research topic and eager to expand their knowledge of Instagram Marketing Communications.

Ключевые слова: Communications, Instagram, marketing, Media, SMM, Social Media, Marketing Communications Strategy