This thesis described the issue of using social media as a part of marketing communication for selected company. The main object was to analyse the current situation and propose tools that can be used in marketing communication for upcoming years. The analysis of the current situation included the analysis of internal and external environment, assessment of the current situation of the company and its competitiveness. Based on these data and interviews with company management has been proposed plan for improving the use of social media for the company.

While beauty brands are often known to set industry trends, the consumers pave the way forbranding communications on social media. Companies have adapted their marketing strategies tobuild interactivity into their branding outreach. Therefore, this study answers the question, “Howdo beauty brands utilize consumer posts to convey branding messages?” To answer this, acontent analysis was performed using two sets of data: brand posts (n=314) from July 2019 andJanuary 2020, and consumer posts (n=100) which tagged the beauty brands. Using consumerculture theory, the study examines several themes, including branding messages, consumerengagement, and brand authenticity. Results reveal that beauty brands typically use consumerproducedcontent to convey experiential or user-centered branding messages, while companyproducedcontent most often includes informative and emotional messages. Further discussed isthe inclusion of Calls-to-Action (CTAs) which brands use to encourage user engagement. Thisstudy found a significant correlation between posts with CTAs and increased numbers in Likesand comments; however, these numbers are often misleading and represent manufacturedengagement. At the same time, users were found to engage more with the brands whenincentives or self-promotion opportunities were available.

Background: Social media has changed the way marketers need to act. With 76% of the population visiting social media every day and 47% of users spending more than three hours daily on the medium, advertising on social media has become the new cost-effective and efficient way of reaching target audiences. A great benefit for advertising on social media is that consumers can share your content forward, 60% of social media users were likely to do so. This study aims to investigate the driving factors that make women fashion consumers share content among friends. Purpose: The purpose of this research is to identify the driving factors that make women fashion consumers want to share fashion-related content on social media. By identifying these factors, we aim to provide insightful information that can help fashion marketers to create more effective social media campaigns and to gain a deeper understanding of their target customers. Method: This study uses semi-structured interviews to explore the phenomenon of fashion content sharing on social media through a qualitative research approach. A relativist approach to ontology and interpretivism as the research philosophy has been adopted, acknowledging potential limitations and bias. A sample of 10 female participants who self-identify as active fashion consumers were selected, with open-ended questions used for data collection. The study aims to understand the complex factors influencing consumers' sharing of fashion content on social media, allowing for insights beyond surface-level observations. Conclusion: This study identified key factors driving women's fashion-related content sharing on social media. Influential elements included platform choice (notably Instagram), fashion influencers' credibility, validation needs, informed purchasing, and friends' preferences. Shared content often had unique, current, and entertaining features. Social justice, personal engagement, and trend alignment also motivated sharing.

This exploratory study identifies the importance of Instagram to market universities in Southeast Asia and the strategies to make interesting content to reach more Southeast Asian students. According to the statistics in 2020 by Statista, Southeast Asia is ranked second in the world’s most active social media users, and Instagram is now quickly catching up with the giant platform Facebook and becoming the rising star. In the study, the main Instagram account of KTH Royal Institute of Technology @kthuniversity was analysed. Three main points were the center of attention: the visual power of the posts, the engaging captions, and the best timing to post. The study’s methods are focus group discussion with current KTH students from Southeast Asia and an online survey distributed to Southeast Asian students in general. The results, first, indicate that Instagram influences the choice-making of Southeast Asian students’ study destinations. Second, based on the first finding, several strategies to make interesting content to catch their interest are proposed. Southeast Asian students are more interested in photo-based posts with shorter captions and emojis. Photos showing university buildings, Stockholm/Sweden, and students’ life are more attractive. Regarding the timing, the study shows that the students do not have any specific days or time to check their Instagram, but universities should stick to the previous study mentioning that the best posting time is during breakfast and lunch. / Denna undersökande studie identifierar Instagrams betydelse för universitet i Sydostasien och strategier för att skapa intressant innehåll för att nå fler sydostasiatiska studenter. Enligt statistik för år 2020 av Statista rankas Sydostasien som nummer två bland världens mest aktiva användare av sociala medier, och Instagram kommer nu snabbt ifatt den gigantiska plattformen Facebook och är nu den stigande stjärnan. I studien analyserades det huvudsakliga Instagram-kontot för KTH Kungliga Tekniska Högskolan, @kthuniversity. Tre huvudpunkter stod i fokus: inläggens visuella kraft, de engagerande bildtexterna och den bästa tiden att publicera. Studiens metoder är fokusgruppsdiskussion med nuvarande KTH- studenter från Sydostasien och en onlineenkät som distribueras till Sydostasiatiska studenter i allmänhet. Resultaten indikerar först att Instagram påverkar valet för studenter i Sydostasien. Vidare, baserat på den första upptäckten, föreslås flera strategier för att göra intressant innehåll för att fånga deras intresse. Sydostasiatiska studenter är mer intresserade av fotobaserade inlägg med kortare bildtexter och emojis. Bilder som visar universitetsbyggnader, Stockholm / Sverige och studenternas liv är mer attraktiva. När det gäller tidpunkten visar studien att studenterna inte har några specifika dagar eller tid för att kontrollera sin Instagram, men universitet bör hålla sig till den tidigare studien vilket nämner att den bästa publiceringstiden är under frukost och lunch.

The purpose of this study is to explore how ads on Instagram can create a positive attitude for the recipient. This was investigated through a quantitative survey where the respondents, girls belonging to generation Z, got to choose between ads, identify what caught their interest and describe their experience of the ads. The results show that ads with human presence are chosen more often than those without human presence, and there is a slight advantage for those ads with visible face compared to those without visible face. The results also show that when the ads have a visible face, the human is the recipient’s main focus, while ads with a human presence without a visible face are considered to emphasize the product more. The ads with human presence are generally considered to be more inspiring while the most common experience of the ads without human presence is that they are informative. This study complements previous literature by arguing that human presence in itself is a powerful stimulus to capture the attention of recipients on Instagram. We conclude that human presence is a contributing factor to creating a positive attitude for the recipient on Instagram and that it is further enhanced if the ad has a visible face. / Syftet med den här undersökningen är att utforska hur annonser på Instagram kan skapa en positiv inställning hos mottagaren. Det har undersökts genom en kvantitativ enkätstudie där respondenter, tjejer tillhörande generation Z, fick välja mellan annonser, identifiera vad som fångade deras intresse och beskriva hur de uppfattade annonserna. Resultatet av detta visar att annonser med mänsklig närvaro väljs oftare än de utan mänsklig närvaro, och det finns en liten fördel för de annonserna med synligt ansikte jämfört med de utan synligt ansikte. Resultatet visar även att när annonserna har synligt ansikte är människan mottagarens fokus, jämfört med annonser med mänsklig närvaro utan synligt ansikte som anses framhäva erbjudandet mer. De med mänsklig närvaro anses generellt vara mer inspirerande medan den vanligaste uppfattningen av annonserna utan mänsklig närvaro är att de är informativa. Studien kompletterar tidigare litteratur genom att argumentera att mänsklig närvaro i sig är ett kraftfullt stimuli för att fånga mottagarnas uppmärksamhet på Instagram. Vi drar slutsatsen att mänsklig närvaro är en bidragande faktor till att skapa en positiv inställning hos mottagaren på Instagram och att den ytterligare förstärks om annonsen innehåller ett synligt ansikte.

Target of master's theasis is find, analyze and identify all risks of online marketing communication Engine Tables. The theoretical part describes theoretical basics of marketing, basic concepts of marketing and methods of work. In the analytics part are basic information about company, marketing problems, PEST analysis, market analysis and competition. I will analyze all risk, that may happen at online marketing enviroment. In the last part are all results, their efficiency, financial demands and contribution of individual solutions.

This thesis is investigating how consumers’ attitudes on fashion advertisements are affected by the models featured in the advertisements, with the consumers’ own body size being taken into consideration. The topic for the thesis was formed when conducting a thorough literature search, which revealed a gap in research. My study considers consumer behavior in marketing, specifically in digital advertising, which in this case is Instagram. My study aims to identify which model body size is the most suitable and effective one when seeking to target plus-size versus skinny consumers, focusing on the female Generation Z of Finland. Ultimately, my thesis strives to help companies in attracting their desired customer base by creating positive attitudes within the consumers, which can consequently lead to increased purchase intentions. This thesis features the characteristics of a deductive, quantitative, explanatory and cross-sectional study. The data is gathered from 82 female respondents in Finland, within the age range of 18 to 27. A survey is designed to measure their attitudes towards advertisements that feature plus-size models, versus advertisements that feature skinny models. Respondents rate their attitudes towards various Instagram advertisements, and additionally choose whether they identify themselves more with a skinny or plus-size body. The results are analyzed through the Interaction term on Repeated measures ANOVA. With significance found, I proceeded to analyze it further with Post Hoc, which then revealed six new hypotheses to examine. The results of the analysis showed some significant changes between the attitudes of skinny respondents and plus-size respondents. Plus-size respondents showed more positive attitudes towards plus-size models than they did towards skinny models. Equivalently the skinny respondents had a more positive attitude towards skinny models than they did towards plus-size models. This is consistent with previous literature regarding perceived similarity and women wanting to see female portrayals in advertisements that they can personally relate to. Additionally, skinny models caused more negative attitudes in plus-size consumers, and plus-size models caused more negative attitudes in skinny consumers. Fashion industry has received a lot of criticism for their use of thin and highly attractive models, but these results give some evidence and understanding to the statement that skinny models are still effective in advertising. However, this seems to only be the case when marketing for skinny consumers. When considering the plus-size consumers, their attitude was more positive towards plus-size models. That being the case, my study suggests that fashion companies should firstly determine their main target group, and whether it is skinny consumers, or plus-size consumers. Secondly, their marketing strategies should be planned accordingly, by casting the models suitable for the target group.

This diploma thesis discusses Instagram as a means for spreading trends in gastronomy with a focus on gastronomy and related trends in the field specifically from the Czech Republic. The author tries to map the influences that the online environment can have on their formation, especially the social network Instagram. After a thorough acquaintance with the environment of social networks, the social network Instagram, its influence on the spread of experiences, trends and the media environment in general, is described in more detail. The author seeks to clarify whether what is happening on this network can guide the direction of what is popular in the gastronomic environment, understand the role that well-watched creators from Instragram play in society and what it means for ordinary users to share food experiences. "Influential" users from the gastronomic sphere on Czech Instagram and their further connection with the media environment are presented. In the research, the author determines, via the form of a structured questionnaire (which was attended by 1143 respondents from the environment of social networks), what role Instragram plays in spreading gastronomic trends in the Czech Republic. The data obtained is supplemented with opinions based on interviews with representatives from the Czech...