Brand communication on instagram during the COVID-19 pandemic: the Portuguese context

José Gabriel Andrade*, Patrícia Dias

*Autor correspondente para este trabalho

Resultado de pesquisarevisão de pares

Resumo

Social media, based on user-generated content, connectivity, and participation, have become a new environment for brands to capture attention and build lasting relationships with customers and fans. Participating in these platforms demanded a paradigmatic shift in branding and brand communication, which became more focused on listening to consumers and fans, interacting and collaborating with them, and nurturing mutually beneficial relationships. Digital influencers act as mediators between brands and their followers and play a pivotal role in social media marketing strategies. The COVID-19 pandemic, confinement periods imposed in many countries, and a reconfiguration of daily routines in post-confinement or deconfinement periods, had a profound impact on businesses, on consumption, and on branding. Many brands, unable to produce and market their products or offering their services for a considerable period, focused on their communication, on remaining relevant or becoming more relevant for their fans and customers. Brand communication on Instagram has changed during this short period, and our exploratory study sets out to map the main changes and to understand how brands, influencers and users perceive them, in the specific context of Portugal. This article presents results from an online survey to a purposive sample of 160 instagrammers, addressing their perceptions about the impact of these changes on their relationship with brands and influencers. We complement the perspective of users with interviews to 25 other relevant agents, namely Instagram influencers, marketing agencies and brands with relevant presence on Instagram.
Idioma originalEnglish
Título da publicação do anfitriãoInformation Systems and Technologies - WorldCIST 2022
Subtítulo da publicação do anfitriãoWorldCIST 2022
EditoresAlvaro Rocha, Hojjat Adeli, Gintautas Dzemyda, Fernando Moreira
EditoraSpringer
Páginas599–608
Número de páginas10
Volume3
ISBN (eletrónico)9783031048296
ISBN (impresso)9783031048289
DOIs
Estado da publicaçãoPublished - 2022
Evento10th World Conference on Information Systems and Technologies - Budva
Duração: 12 abr 202214 abr 2022

Série de publicação

NomeLecture Notes in Networks and Systems
Volume470 LNNS
ISSN (impresso)2367-3370
ISSN (eletrónico)2367-3389

Conferência

Conferência10th World Conference on Information Systems and Technologies
País/TerritórioMontenegro
CidadeBudva
Período12/04/2214/04/22

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