“When to buy, What to buy and How much to buy” : En fallstudie om hur klädjätten NA-KD använder sig av rabattkoder som marknadsföring på Instagram och vad detta innebär för samtidens konsumtionsbeteenden
In the following case study, we have investigated how the fast fashion brand NA-KD uses discount codes as a marketing tool on Instagram with the help of influencers and what this in turn means for our consumption of fashion and clothing. In order to answer our research questions and gain a better understanding of this type of marketing, a qualitative content analysis was applied to two different v