The impact of Instagram and Facebook in a brand strategy and organisational communication

: a case study of the brand We Are Famm

Abstract

The research conducted in the context of this dissertation sought to study the
influence of Instagram and Facebook on a brand's Strategy and Organisational
Communication. For this purpose, a case study-mixed methods of the brand - We Are Famm was developed. Through Instagram, insights into the brand were analysed, and an exploratory interview was conducted with the brand's social media manager, gathering information on the brand's point of view. For later, develop a survey by questionnaire, shared online, focusing on the consumer's perspective on the importance of social networks in a brand. The main results show that the brand considers social networks essential for building its communication strategy. Being created for the digital world, Famm values the power that social networks can have in the growth of a brand and the
difficulties this gathers, such as being constantly aware of new trends and updating their strategy weekly. From the consumer's view, they believe that since the appearance of social networks, brands have gained a higher recognition amongst customers and can benefit from their presence in the digital world. Nowadays, almost everyone has an Instagram account, users agree that they prefer seeing content from brands on social networks, and some even state that if Famm was not present online, they would not know the brand.

Date of Award	18 Dec 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	João Simão (Supervisor)