Facebook Official Pages as Sites of Market Development: A Comparative Netnographic Study of Canva and Visme

Abstract

Purpose: The study examines the online brand image development and user engagement strategies adopted by Canva and Visme. Both of these companies provide graphics-based online design tools that can create impressive visual assets without needing graphic design experience. The study also investigates how these brands communicate with their subscribers, and their notable strengths and weaknesses. Theoretical Framework: The research The study utilises Netnography or virtual ethnography, a term given by Kozinets in 2015. It simply means the study of social interaction i.e. digital communication. Interactions between groups provide a ready data set for companies to analyse in order to establish a sound marketing strategy. Design/Methodology/Approach: The data was collected through observation and extraction of archival data from 2017 to 2022. Findings: The findings indicated that Canva has mastered the social media marketing campaign as its market reach has exceeded Visme. Both of these companies started around the same time, but Canva has managed to stay ahead of its main competitor in terms of user engagement and number of subscribers. Research, practical and social implications: The study offers a strong pedestal in the choice of marketing strategies to be adopted on social media. Understanding the target audience, its choices and cultural habits are pivotal to having a successful campaign. Originality/Value: This type of comparative research has yet to be done before where a netnographic study has been conducted on the Facebook pages of two companies offering the same services in the field of design.