Abstract
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.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Similar content being viewed by others
Notes
- 1.
Born-on-the-net brands (born in the online context) or, according to Dunn (2008), DNVB (digital native vertical brands), are brands born and first experienced on the Internet.
References
Bacon, J.: The Art of Community - Building the New Age of Participation. O’Reilly, Sebastopol (2009)
Baudrillard, J.: The Consumer Society: Myths and Structures. Sage Publications, Thousand Oaks (1999)
Bauman, Z.: Liquid Modernity, 8th edn. Polity, Cambridge (2007)
Berger, A.: The Objects of Affection - Semiotics and Consumer Culture. Palgrave Macmillan, New York (2010)
Birren, F.: Color Psychology and color Therapy - A factual Study of the Influence of Color on Human Life. Citadel Press, Secaucus (1961)
Bourdieu, P.: Distinction: A Social Critique of the Judgement of Taste. Harvard University Press, Cambridge (1984)
Ciotti, G.: The psychology of color in marketing and branding. Obtained from Helpscout (2016). https://www.helpscout.net/blog/psychology-of-color/
Dunn, R.: Identifying Consumption, 1st edn. Temple University Press, Philadelphia (2008)
Hammond, A.: How did English become the world’s most widely spoken language? Obtained from Blog Esl (2014). https://blog.esl-languages.com/blog/learnlanguages/English/English-language-global-number-one/
Herring, S.: Computer-mediated discourse analysis: an approach to researching online communities and designing for virtual communities in the service of learning, pp. 316–338 (2004)
Holtzschue, L.: Understanding Color - An Introduction for Designers. Wiley, New York (2011)
Kaplan, A., Haenlein, M.: Users of the world, unite! The challenges and opportunities of social media. Bus. Horizons 53, 59–68 (2009)
Kerpen, D.: Likeable Social Media. McGraw Hill, New York (2011)
Lee, K.: Instagram for Business: 12 answers to the biggest questions about timing, hashtags, and more. Obtained from Buffer (2014). https://blog.bufferapp.com/instagram-for-business
Marques, V.: Marketing Digital 360, 1st edn. Actual Editora, Lisbon (2014)
McKendrick, N., Brewer, J., Plumb, J.: The Birth of a Consumer Society: The Commercialization of Eighteenth-Century England. Europa Publications, London (1982)
Rosa, A.: Semiótica, consumo e publicidade. Formalpress, Ramada (2014)
Serrano, M., García, Á.: Personal Style bloggers: the most popular visual compositions principles and themes on Instagram. Observatorio J. 10, 89–109 (2016)
Smart, B.: Consumer Society: Critical Issues and Environmental Consequences. Sage Publications, Thousand Oaks (2010)
Smith, P., Chaffey, D.: eMarketing Excellence, 2nd edn. Butterworth-Heinemann, Oxford (2005)
Trappe, C.: How many characters do you have in an Instagram caption before the more button shows? Obtained from The authentic storytelling project (2016). https://authenticstorytelling.net/how-many-characters-do-you-have-in-aninstagram-caption-before-the-more-button-shows/
Trembath, S.: How to write the best Instagram caption. Obtained from Later (2015). https://later.com/blog/how-to-create-the-best-instagram-caption/
Uzunoglu, E., Kip, S.: Brand communication through digital influencers: leveraging blogger engagement. Int. J. Inf. Manag. 34, 592–602 (2014)
Weber, L.: Marketing to the Social Web: How Digital Customer Communities Build Your Business, 1st edn. Wiley, New York (2007)
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2023 The Author(s), under exclusive license to Springer Nature Switzerland AG
About this paper
Cite this paper
Rodrigues, A., Silva, P. (2023). Portuguese Born-on-the-Net Brand’s Strategy on Instagram. In: Martins, N., Brandão, D. (eds) Advances in Design and Digital Communication III. DIGICOM 2022. Springer Series in Design and Innovation , vol 27. Springer, Cham. https://doi.org/10.1007/978-3-031-20364-0_28
Download citation
DOI: https://doi.org/10.1007/978-3-031-20364-0_28
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-031-20363-3
Online ISBN: 978-3-031-20364-0
eBook Packages: EngineeringEngineering (R0)