More than just pretty clothes

: An explorative study on how online women’s activewear companies use Instagram content marketing to express their brand identity and engage their followers

Abstract

This thesis is exploring five online women's activewear case companies and their Instagram content, trying to understand the practices used to express their brand identity. The empirical findings consist of a thorough content analysis of the case companies as well as qualitative interviews. This phenomenon is important to study as with such fast-changing trends and values in people it may become confusing for companies and brand managers to come up with
moral, creative new ways in social media strategies for content that positively engages their followers. Thus, this paper’s aim is to answer a research question stated - How do online women’s activewear companies use Instagram content marketing to express their brand identity and engage their followers? By answering this research question, we were able to provide feasible findings that contribute to the theory, future research as well as the practice of content
marketing within the activewear industry.

Date of Award	2022-Jun
Original language	English
Supervisor	Christian Koch (Supervisor) & Jens Hultman (Examiner)