Fashion Brands and Engagement on Instagram : How can fashion brands apply content marketing on Instagram to engage Millennials and increase brand equity?

Abstract: The purpose with this study was to investigate how fashion brands can use content marketing on Instagram to engage Millennials and increase brand equity. The aim was to contribute with support for fashion brands that are, or thinking about, running content marketing on Instagram. By finding out how brand equity can be increased as a result of engagement on Instagram, it enables fashion brands to focus on the right marketing activities and make more profitable marketing decisions in the future.