TY  - CHAP
U1  - Buchbeitrag
A1  - Bug, Peter
A1  - Heene, Madeleine Tessa
ED  - Bug, Peter
T1  - Instagram fashion videos
T2  - Fashion and film : moving images and consumer behavior
N2  - Instagram is one of the most used social media platforms to share photos and videos. Due to this, it can be seen as a helpful opportunity for companies to use the platform as a marketing tool in order to spread information to a wide range of potential customers. Ever since its launch, Instagram is strongly connected to fashion, which makes the platform in particular interesting for fashion brands. According to the screened literature, most brands use Instagram for marketing purposes. It is furthermore a matter of fact, that the utilization of videos plays a decisive role. Following up on this, the question about how brands use videos on Instagram for marketing purposes comes up. Due to this, this chapter aims to investigate the extent to which brands make use of videos on Instagram, what the goals of the videos are and what the most effective videos in terms of user engagement are. More specifically, this chapter includes an empirical study which examines the Instagram profiles of nine selected brands of the categories lifestyle, luxury and fashion and sportswear on the underlying research question. A subsequent evaluation and discussion of the results depicts differences and similarities within the categories and between the categories. All in all, the results of the study show that fashion brands use the possibility of films as a marketing tool on Instagram. The content and types of films thereby heavily depend on the brand category.
KW  - Instagram fashion videos
KW  - fashion and film
KW  - Instagram fashion brands
Y1  - 2020
SN  - 978-981-13-9542-0
SB  - 978-981-13-9542-0
U6  - https://doi.org/10.1007/978-981-13-9542-0_6
DO  - https://doi.org/10.1007/978-981-13-9542-0_6
SP  - 113
EP  - 137
S1  - 25
PB  - Springer
CY  - Singapore
ER  -