Degree Type

Thesis

Date of Award

2019

Degree Name

Master of Science

Department

Greenlee School of Journalism and Communication

Major

Journalism and Mass Communication

First Advisor

Jan L. Boyles

Abstract

For the fashion industry, Instagram has emerged as a primary social media platform for clothing brands, who are quickly learning how to use Instagram to share visual content in hopes of engaging consumers. This study features 13 in-depth interviews with store owners and social media professionals from local brands across the Upper Midwest. This study advances that “brand authenticity” is the most important aspect of Instagram marketing to the local fashion industry.

Copyright Owner

Kasey Opfer

Language

en

File Format

application/pdf

File Size

81 pages

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