In a society that is so driven by social media, companies are looking for more ways to use these platforms to increase brand loyalty through content marketing, defined in this study as “an asset that is not paid but still aims to increase profitable customer actions.”
This research by Caroline Hansson and Emelie Eriksson specifically examines how Instagram can reach Millennials through content marketing of fashion brands in order to establish stronger brand equity.
Through interviews of participants born between 1980 and 2000, the researchers confirmed what most of us suspected: that “brands should expose their products where their targeted audience is spending time.”
Additionally, researchers found that fashion brands should produce content that is pertinent and “maintains two-way communication with Instagram-followers.” Furthermore, this study found that “creating an emotional connection between the brand and the Millennials” ultimately increases brand loyalty, creating engagement and then increasing brand equity.
To read the full text of the study: http://www.diva-portal.org/smash/get/diva2:943429/FULLTEXT02