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Authors
Advisor(s)
Abstract(s)
The internet has become a primary communication and advertising platform, leading to the rise of born-on-the-net brands. These brands are born and widespread on the internet, and their communication strategy is based on this platform. This strategy combines digital marketing and social media like Facebook, Instagram, TikTok, and YouTube, which allows brands to establish a close relationship with their customers. This study’s main goal was to understand the communication strategies adopted by the born-on-the-net brands on Instagram and to identify their preferences regarding a publication on this social network. It was also intended to understand the brand’s motivations for choosing the online medium instead of the physical one and to realise how important social networks are for them and which are the most relevant. The research was conducted through a mixed methodology that met qualitative and quantitative methods and included an interview with six born-on-the-net fashion brand managers and a social media specialist, followed by the content analysis of 293 Instagram publications of those same brands. Thus, this investigation intended to contribute to a better knowledge of the born-on-the-net brands and their ways of communication through social media and reflect on the growing domination and importance of the online medium and its platforms.
Description
Keywords
marketing digital Social networks Instagram Born-on-the-net brands Fashion brands
Citation
Publisher
Springer, Cham