Abstract
The Internet has changed the way people and businesses communicate. Social media is now seen as a marketing tool, as it influences the promotion of products and helps to raise brand awareness and recognition. Indeed, companies now want to build long-term relationships with clients through online channels, as they are more convenient, faster and reach a greater public. Our article emphasizes the role of social media as a driving force to promote online businesses and build a well-known brand. However, to build and manage customers’ relationships and loyalty, brands need to develop an online communication strategy that will help to promote the brand. Our case study focuses on the success story of Josefinas, a Portuguese luxury shoe brand. It was created exclusively online and became a well-known brand due to social media and digital influencers. However, is it enough for businesses to be online? To answer this question and to analyse the major role social media played in building Josefinas, our study involved two interviews and the analysis of secondary data.
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Acknowledgements
The authors would like to thank the interviewees Maria Cunha and Olga Kassian for their time. We are grateful to Josefinas’ CEO for having verified this article and for having authorized its publication.
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Inês, A., Pires, P., Carvalho, A., Santos, L., Branco, F., Au-Yong-Oliveira, M. (2019). The Strategy of Josefinas: Building a Well-Known Brand Through Social Media. In: Rocha, Á., Adeli, H., Reis, L., Costanzo, S. (eds) New Knowledge in Information Systems and Technologies. WorldCIST'19 2019. Advances in Intelligent Systems and Computing, vol 932. Springer, Cham. https://doi.org/10.1007/978-3-030-16187-3_37
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