BRANDS COMMUNICATION STRATEGIES ON INSTAGRAM
BRANDS COMMUNICATION STRATEGIES ON INSTAGRAM

Summary/Abstract: This article aims to analyze the communication strategies used by the brands on social media, more precisely on Instagram, and the ways in which they transmit their values to the followers. The main purpose we have for our research is the one to describe the strategies used by brands for earning a lot more interactions from those who follow them on social media. In this way we can determinate the main instruments that influence the users and their behavior to interact more and transform their perception about the brand into a positive one. In this analysis we focused on the brands that are the most successful on this platform, this means having the most followers. The two of them are National Geographic and Nike. Even though these two companies are from different industries, based on their popularity, we want to observe if we can identify some common instruments and techniques that these brands use. For each brand we analyzed the 10 most appreciated posts from February 1, 2019 - February 1, 2020.

• Details
• Contents