Online Persuasive Communication: 8000Kicks Brand Case Study

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Author(s): Marco Lamas (ISLA - Instituto Politécnico de Gestão e Tecnologia, Portugal)and Alexandra Coelho (Universidade Lusófona, Portugal)
Copyright: 2024
Pages: 15
Source title: Connecting With Consumers Through Effective Personalization and Programmatic Advertising
Source Author(s)/Editor(s): Jorge Remondes (Instituto Superior de Entre Douro e Vouga, Portugal & ISCAP, Instituto Politecnico do Porto, Portugal), Paulo Madeira (Instituto Superior de Entre Douro e Vouga, Portugal)and Carlos Alves (Instituto Superior de Entre Douro e Vouga, Portugal)
DOI: 10.4018/978-1-6684-9146-1.ch005

Keywords: Business Science Reference / Customer Relationship Management / Knowledge Management and Library Science / Marketing and Consumer Behavior

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Abstract

The information flows available in the online world generate changes in consumer behavior. Therefore, it is essential to investigate how brands have adapted, creating a communication strategy that would make them reach their audience more assertively. This research proposes an analysis of the communication of the brand 8000Kicks, a pioneer in the production of waterproof footwear made from hemp, a variant of the cannabis plant, with the aim of determining whether the brand persuades the public towards the materials that are used in its products. Following the qualitative method, a content analysis was made of the brand's social networks, Instagram and Facebook, and by using this analyzed data it was possible to conclude that the 8000Kicks brand uses online persuasion strategies in their publications, which culminates in the affirmation that 8000Kicks use persuasive communication.

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Online Persuasive Communication: 8000Kicks Brand Case Study

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