Success factors of instagram accounts : Lebanese fashion stores

Abstract

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. Specifically, the analysis is outlined to explore the new marketing strategies and the fundamental key elements to successfully create a lucrative Lebanese fashion store through Instagram. Using the framing, influence and persuasion theories, the purpose of the study is to discover the key success factors, guidelines and characteristics to create a successful fashion store on Instagram. To achieve this aim, a qualitative methodology will be applied that comprises a comparative study (thematic analysis) of the components of the top 3 stores Instagram accounts in addition to interviews conducted with their Instagram account managers. This study provides a benchmark, key success factors and plan of action that should be implemented now and down the road.