Constrained by the aggressive field in fashion business, marketers have stated that developing an appealing and friendly brand image on social media most particularly on Instagram is necessary to win better market. Instagram has become part of companies’ strategies nowadays in order to enhance growth, increase sales and target a very wide audience. The app that started originally as a gimmick for the public has become a strategic platform for companies especially those playing in the fashion sector. This thesis aims to examine and discern how fashion stores evolve on online social networks. ...