本研究目的是幫Instagram網紅建立一個行銷策略，透過免費/互惠和付費的行銷方式，在俄羅斯市場上獲得網路粉絲，方式分別為：主要的有趣內容行銷、主題標籤、位置和臉書目標廣告。

首先，我探索了有關網紅、廣告行銷、線上廣告和社交媒體廣告的現有文獻。 接下來，我以@tretiakovamusic 的Instagram 帳戶為例，基於此理論，我解釋我如何將網紅從 0 增加到 1萬2千5百個粉絲的經驗。 我用於這項工作的資訊來自各個不同來源，如雜誌、書籍、文章、研討會，並輔以研究者在目標廣告受眾和行銷領域的操作熟練度。

The purpose of this thesis was to build up an advertising strategy for an Instagram influencer in order to gain followers on the Russian market, using unpaid and paid promotion methods - main interesting content, hashtags, location and Facebook target advertising.
First, I explored existing literature about influencers, advertising, online advertising and social media advertising. Next, I explained my experience of growing a blog from 0 to 12.5K followers based on this theory on the example of @tretiakovamusic Instagram account.
The information I used for this work was gathered from different sources, such as magazines, books, articles, conferences and complemented with author’s proficiency in the field of targeting advertising and promotion.

Validation Letter i
Acknowledgements ii
摘要 iii
Abstract iv
Table of Contents v
List of Figures vii
List of Tables viii
1. Introduction 1
1.1 Purpose of study 1
1.2 Limitations 2
1.3 Research question 2
1.4 Research design 3
2. Theoretical Background 4
2.1 Social Media 4
2.2 Influencers 4
2.3 Online advertising 5
2.4 Social Media Advertising 6
2.4.1 Unpaid Social Media Advertising 7
2.4.2 Paid Social Media Advertising, Facebook Targeting 7
Outcome 8
3. Experience 9
3.1 Profile Header 9
3.2 Free Instagram advertising (promotion) methods 11
3.3 Targeting As Paid Instagram advertising (promotion) method 15
3.3.1 Advertisingg creative layouts 15
3.3.2 Writing texts for creative layouts 17
3.4 Running Facebook Targeting Advertising 18
3.4.1 Targeting settings 19
3.4.2 Targeting objectives 21
3.4.2.1 Traffic 22
3.4.2.2 Engagement 22
3.4.2.3 Lead generation 22
3.4.2.4 Conversion 23
3.4.3 Budget and duration 23
3.4.4 Target audience 24
3.4.4.1 GEO 24
3.4.4.2 Interests, sex, age 25
3.4.4.3 Placements 27
3.4.5 Evaluation of the effectiveness of a targeted ad 28
3.4.6 Ad results 31
4. Findings 33
5. References 34

Armstrong, G. T. (2010). Principles of Marketing. Pearson. Retrieved January 6, 2022, from https://www.pearson.com/us/higher-education/product/Armstrong-Principles-of-Marketing-17th-Edition/9780134492513.html.
Campaign Monitor (2019). Instagram for Brand Awareness: How to Build Your Brand in 5 Steps. Available from: https://www.campaignmonitor.com/blog/email-marketing/2019/04/instagram-for-brand-awareness-how-to-build-your-brand-in-5-steps/
Curley E. (2019). Steps to Creating a Killer Instagram Strategy for Your Fitness Business Available from: https://www.glofox.com/blog/gym-marketing-guide-to-instagramfor-gym-fitness-professionals-gym-management-software/
Custom Audiences from your Customer List. https://www.facebook. com/business/help/606443329504150.

Dominic, J. R. (2013). The dynamics of Mass Communication (12th ed.). New York: McGaw Hill.

Facebook: About Lookalike Audiences. https://www.facebook.com/ business/help/164749007013531.

French, Katy (2019). 10 Easy Design Tips to improve your visual content. Column fivemedia. Available at: https://www.columnfivemedia.com/infographic-10-tips-for-designing-effective-visual-communication.

Fulgoni, G. M. (2015). How brands using social media ignite marketing and drive growth: Measurement of paid social media appears solid but are the metrics for organic social overstated?. Journal of Advertising Research, 55(3), 232-236.

Funk, T. (2014). Advanced social media marketing: How to lead, launch and manage a successful social media program. Apress.

Goldfarb, A. Tucker, C. (2011). Online display advertising: Targeting and obtrusiveness. Marketing Sci. 30(3):389–404.

Goldfarb, A. (2014). What is different about online advertising? Rev. Indust. Organ. 44(2):115–129.

Goyal, S. (2013). Advertising on social media. Scientific Journal of Pure and Applied Sciences, 2(5), 220-223.
HOLLIS, N. I. G. E. L. (2005). Ten Years of learning on how online advertising builds brands. Journal of Advertising Research, 45(02), 255.
Interactive Advertising Bureau (2009), "IAB Social Advertising Best Practices," http://www.iab.net/media/file/SocialAdvertising-Best-Practices-0509.pdf
Kafka, P. Rani, M. (2017). "2017 was the year digital ad spending finally beat
Keller. E, Fay. B. (2016). How to use influencers to drive a word-of-mouth strategy,, Warc Best Practise.
Knight, F. H. (1951). The ethics of competition and other essays, New York.
Kotler, P. Armstrong, G. (2010). Principles of Marketing. Pearson, New York.
Krishnamurthy, S., Singh, N. (2005). The international e-marketing framework (IEMF). Identifying the building blocks for future global e-marketing research. International Marketing Review 22 (6): 605–610.
Lisowski, S. (2016). Marketing w obrazkach, czyli reklama na Instagramie. Online Marketing Polska, (26), pp. 45–46
Lipsman, A., Mudd, G., Rich, M., Bruich, S. (2012). The power of “like”: How brands reach (and influence) fans through social media marketing. Journal of Advertising Research, 52(1), 40-52.
Macallan, T. (2019). The Importance of Layout in Graphic Design. ThemeRex. Available at: https://themerex.net/wp/the-importance-of-layout-in-graphic-design/
Matuhno, D., & Savchuk, M. (2021). InstaBoss 4.0 / Заработок в Instagram. Retrieved October 20, 2021, from https://www.insta-boss.ru/
Matuhno, D., & Savchuk, M. (2021). How to earn money on Instagram. Instagram 2021. Moscow; Alpina Digital.

Melnikova, G. (2019). Обучение удаленным профессиям. Фриланс. Retrieved December 23, 2021, from https://melnikovaproject.com/

Mitroshina, A. (2019). Promotion of personal blogs on Instagram: Prodvizhenie Lichnykh Blogov v instagram: Poshagovoe Rukovodstvo. Moskva; Izdatelʹstvo AST.
Mohsin, M. (2020). 10 social media statistics you need to know in 2020 [INFOGRAPHIC]. URL: https://www.oberlo.com/blog/social-media-marketing-statistics.
Petro, K. (2018). How to Spike Engagement with Instagram's Newest Features. Available from: https://www.impactbnd.com/blog/new-instagram-features-repost-emoji-polls
Schlosser, A.E., Shavitt, S. & Kanfer, A. (1999). Survey of Internet Users’ Attitudes Toward Internet Advertising. Journal of Interactive Marketing. 13(3): 34-54.
Tobin, J. Braziel, L. (2008). Social media as cocktail party: Why you already know the rules of social media marketing. North Carolina: Ignite Social Media.
Vachurova, P. V. (2020). Prodvizhenie tovarov posredstvom metodov Social Media Marketing. [Promotion of goods through Social Media Marketing]. Menedzment i Marketing: vyzovi XXI veka. Materialy Vserossiyskoy studencheskoy nauchno-practicheskoy konferencii.
We are Social and Hootsuite. (2020). Digital 2020: The Philippines. https://datareportal.com/reports/digital-2020-philippines
Yaveroglu, I. Naveen, D. (2008). "Advertising repetition and placement issues in online environments," Journal of Advertising, 37 (2), 31-43.