Instagram Profiles Research Articles

Digital Mini-Archives: Social Media Users as Curators of an Architectural Utopia

This paper explores the importance and meaning of a new concept of architectural archives – digital mini-archives in the form of social media profiles (Instagram profiles), whether they are public or private. The paper's interpretation of digital architectural archives is based on Jacques Derrida's interpretation of archives. The aim is to analyze the relationship between archivists and users in the context of social media platforms, and the structure and content of digital mini-archives. I tried to select examples of different Instagram profiles whose content (photos, videos, and quotes) relates to architectural history and architectural design presented in an innovative manner. The hypothesis emphasizes a curating role of social media users as interpreters of architectural history references and their (new) meanings, as well as curators of the future of architecture. Also, the concept of architectural utopia concerns Nathaniel Coleman's theory of utopia in architecture and its contemporary interpretations. There is a strong bond between architectural utopia and digital mini-archives which enable architecture's utopian potential because of their flexibility, openness to change, and transformability. Thus, experimental projects with utopian potential are created based on digital mini-archives. However, do these digital mini-archives contribute by deciding which (part of) architectural history ought to be forgotten or remembered in collective memory and translated to another temporal context through experimental architectural design?

Perancangan Model Bisnis Kaki Bukit Coffee Menggunakan Metode Business Model Canvas

Kaki Bukit Coffee is a coffee shop located in West Bandung Regency, precisely on Jl. Maribaya No.16, Kayuambon, Lembang District, which was founded on December 16 2018. This coffee shop offers various types of drinks, both hot and cold, such as Basic Coffee, Flavored Coffee, Freshener, and Tea. However, Kaki Bukit Coffee faces several challenges, including not achieving its revenue target. This challenge is caused by several factors such as lack of employee capability, limited space capacity, lack of product innovation, many competitors, the influence of rainy weather, less than optimal promotional strategies, and limited use of promotional media only via Instagram. This research aims to identify and overcome the problems faced by Kaki Bukit Coffee through evaluating and designing a new business model using the Business Model Canvas (BMC) method. The improvement process begins with collecting data regarding the current condition of the business model, including customer profiles obtained through questionnaires and analysis of the business environment through literature studies. Next, a SWOT analysis is carried out to understand the strengths, weaknesses, opportunities and threats from internal and external aspects, as well as identifying the value proposition canvas to formulate the right strategy. Several proposals were put forward to solve problems such as in the Value Proposition block, proposals included increasing product variations, offering variations in glass sizes and toppings, as well as providing bundling packages. In the Customer Segments block, the focus is on increasing the number of Lembang customers. For Channels, proposals include increasing the use of online food delivery applications such as GoFood, increasing promotions via social media such as Instagram, adding the ShopeeFood and TikTok platforms, as well as displaying menu lists and linktr.ee on Instagram profiles. In the Customer Relationship block, proposals include offering discounts and promos, providing special promotions for local residents, as well as providing WiFi connections. In the Key Activities block, increasing sales and marketing activities, adding training and HR development programs, as well as improving indoor and outdoor facilities are priorities. In the Key Partners block, namely increasing cooperation with raw material suppliers. Meanwhile, in the Cost Structure block, the proposal includes additional costs for improving indoor and outdoor facilities, training and human resource development costs, as well as costs for WiFi connections. Lastly, in the Revenue Streams block, the focus is on increasing product sales offline and online.

Expectativas de gênero em campanhas: a incorporação do feminino na representação visual do masculino

Abstract This paper investigates the use of gender stereotypes during the primary presidential campaigns of 2022 in Brazil. Employing an interpretative visual methodology, the study analyzes 14 images that were sourced from the Instagram profiles of the two main candidates. The objective of the study is to explore the role of masculine and feminine elements within the candidates’ campaign aesthetics. We argue that feminine signifiers are discernible in the visual portrayal of both male candidates, contributing to a larger general trend in the political realm of softening authority figures.

Quality of Information About Cosmetic Products in Social Media: One-Year Analysis of Portuguese Influential Instagram Profiles

This work characterizes scientific and health information from posts addressing cosmetic products on Instagram for one-year. Portuguese profiles that cover cosmetic products were selected based on popularity and expertise. Posts concerning cosmetic products were recorded, and those containing scientific and health information were selected. A new method was used, which allows rating each post as “correct,” “confuse,” or “incorrect”. Ten popular profiles and three expert profiles were selected. Forty-five posts containing scientific and health information about cosmetic products were analyzed. Popular profiles were approximately ten times more likely to convey confusing information about cosmetic products than expert profiles.

Too old for photosharing?: (re) construing successful aging through select Instagram handles of Indian older female influencers

ABSTRACT Our standards of beauty have become sufficiently diverse. However, the representation of older women continues to be marginalized in mainstream media platforms, with the dominant ageist message revolving around the notion of ‘failure.’ For a woman, the ‘horrors’ of aging are felt more conspicuously, which renders her a devalued commodity. Within Indian society, aging is further contested by varied socio-cultural factors that prescribe an older woman to dress, behave and act according to her age and firmly reprimand any transgression from normative practices. This paper explains the complexities related to the prevailing aging/anti-aging discourses and discerns how older women influencers engage in challenging the negative stereotypes (like body shaming and sexageist derision) through the model of successful aging. Through select Instagram handles, the study analyses how the graying individuals collectively seek to direct or reclaim their power to forge alternative narratives/perspectives that encourage the aging/aged self to ‘be’ in her skin. The visual content from the Instagram profiles of Manjri Varde, Ravi Bala Sharma, Rajani Chandy, Seema Anand, and Usha Soman, who serve as representatives of redefining aging with purpose, has been critically analyzed. The results obtained have delineated how the social networking site has emerged as a space of resistance and empowerment- redefining beauty, desire, and agency within the contemporary youth-centric Indian culture and rendering possibilities that one can explore while growing old.

FAKE PROFILE DETECTION ON SOCIAL NETWORKING WEBSITES USING MACHINE LEARNING

In an age where social media has become an integral part of our lives, the challenge of detecting fake accounts on platforms like Instagram has gained significant importance. This project, titled "Instagram Fake Account Detection using Machine Learning," employs Python as its primary tool to tackle this problem. It leverages two powerful machine learning algorithms, the Random Forest Classifier and the Decision Tree Classifier, to accomplish this task. The Random Forest Classifier demonstrates remarkable performance, achieving a 100% accuracy on the training dataset and an impressive 93% accuracy on the test dataset. Meanwhile, the Decision Tree Classifier exhibits its effectiveness with a training accuracy of 92% and a test accuracy of 92%. The dataset employed in this project is composed of 576 records, each characterized by 12 distinct features. These features encompass critical aspects of Instagram profiles, including the presence of a profile picture, the ratio of numerical characters in usernames, the breakdown of full names into word tokens, the ratio of numerical characters in full names, the equality between usernames and full names, the length of user bios, the existence of external URLs, the privacy status of accounts, the number of posts, the count of followers, the number of accounts followed, and the ultimate classification of an account as "Fake" or "Not." By harnessing the capabilities of Python and these advanced machine learning models, this project endeavors to provide a robust and efficient solution for the identification of fake Instagram accounts. In doing so, it contributes to the preservation of the platform's integrity and the security of its users.

Fake Profile Detection on Social Networking Websites Using Machine Learning

In an age where social media has become an integral part of our lives, the challenge of detecting fake accounts on platforms like Instagram has gained significant importance. This project, titled "Instagram Fake Account Detection using Machine Learning," employs Python as its primary tool to tackle this problem. It leverages two powerful machine learning algorithms, the Random Forest Classifier and the Decision Tree Classifier, to accomplish this task. The Random Forest Classifier demonstrates remarkable performance, achieving a 100% accuracy on the training dataset and an impressive 93% accuracy on the test dataset. Meanwhile, the Decision Tree Classifier exhibits its effectiveness with a training accuracy of 92% and a test accuracy of 92%. The dataset employed in this project is composed of 576 records, each characterized by 12 distinct features. These features encompass critical aspects of Instagram profiles, including the presence of a profile picture, the ratio of numerical characters in usernames, the breakdown of full names into word tokens, the ratio of numerical characters in full names, the equality between usernames and full names, the length of user bios, the existence of external URLs, the privacy status of accounts, the number of posts, the count of followers, the number of accounts followed, and the ultimate classification of an account as "Fake" or "Not." By harnessing the capabilities of Python and these advanced machine learning models, this project endeavors to provide a robust and efficient solution for the identification of fake Instagram accounts. In doing so, it contributes to the preservation of the platform's integrity and the security of its users.

Oral cancer: analysis of the clarity of publications in Instagram profiles of official health agencies in Brazil.

This article aims to analyze the clarity and engagement measures of publications on oral cancer in the Instagram profiles of official health agencies in Brazil. An infodemiological study was conducted with 81 profiles. Data collected concerned content classification, account and media, manner of addressing the topic, number of posts, likes, comments, views and hashtags. The clarity of the educational publications was assessed with the Brazilian version of the Clear Communication Index (BR-CDC-CCI). Data analysis involved Spearman's correlation and the Mann-Whitney test (α = 5%). A total of 775 publications on oral cancer were found. The average BR-CDC-CCI score was 69.8 (SD = 15.5). The clarity of the information was adequate in 9.5% of the educational publications. Positive correlations were found between the number of likes and engagement (comments [r = 0.49], views [r = 0.96]), number of hashtags (r = 0.13) and year of publication (r = 0.21). Publications from the Health Ministry had a significantly higher BR-CDC-CCI score compared to the other profiles. Publications on oral cancer were correlated with engagement, year of publication and number of hashtags. Public agencies increased publications to reach the population, but the clarity of the content was low.

Towards determining perceived audience intent for multimodal social media posts using the theory of reasoned action

Increasing use of social media has resulted in many detrimental effects in youth. With very little control over multimodal content consumed on these platforms and the false narratives conveyed by these multimodal social media postings, such platforms often impact the mental well-being of the users. To reduce these negative effects of multimodal social media content, an important step is to understand creators’ intent behind sharing content and to educate their social network of this intent. Towards this goal, we propose Intent-o-meter, a perceived human intent prediction model for multimodal (image and text) social media posts. Intent-o-meter models ideas from psychology and cognitive modeling literature, in addition to using the visual and textual features for an improved perceived intent prediction model. Intent-o-meter leverages Theory of Reasoned Action (TRA) factoring in (i) the creator’s attitude towards sharing a post, and (ii) the social norm or perception towards the multimodal post in determining the creator’s intention. We also introduce Intentgram, a dataset of 55K social media posts scraped from public Instagram profiles. We compare Intent-o-meter with state-of-the-art intent prediction approaches on four perceived intent prediction datasets, Intentonomy, MDID, MET-Meme, and Intentgram. We observe that leveraging TRA in addition to visual and textual features—as opposed to using only the latter–results in improved prediction accuracy by up to 7.5%\\documentclass[12pt]{minimal} \\usepackage{amsmath} \\usepackage{wasysym} \\usepackage{amsfonts} \\usepackage{amssymb} \\usepackage{amsbsy} \\usepackage{mathrsfs} \\usepackage{upgreek} \\setlength{\\oddsidemargin}{-69pt} \\begin{document}$$7.5\\%$$\\end{document} in Top-1 accuracy and 8%\\documentclass[12pt]{minimal} \\usepackage{amsmath} \\usepackage{wasysym} \\usepackage{amsfonts} \\usepackage{amssymb} \\usepackage{amsbsy} \\usepackage{mathrsfs} \\usepackage{upgreek} \\setlength{\\oddsidemargin}{-69pt} \\begin{document}$$8\\%$$\\end{document} in AUC on Intentgram. In summary, we also develop a web browser application mimicking a popular social media platform and show users social media content overlaid with these intent labels. From our analysis, around 70%\\documentclass[12pt]{minimal} \\usepackage{amsmath} \\usepackage{wasysym} \\usepackage{amsfonts} \\usepackage{amssymb} \\usepackage{amsbsy} \\usepackage{mathrsfs} \\usepackage{upgreek} \\setlength{\\oddsidemargin}{-69pt} \\begin{document}$$70\\%$$\\end{document} users confirmed that tagging posts with intent labels helped them become more aware of the content consumed, and they would be open to experimenting with filtering content based on these labels. However, more extensive user evaluation is required to understand how adding such perceived intent labels mitigate the negative effects of social media.

Implementation on Fake Instagram Profile Identification and Classification Using Machine Learning

Fake Instagram profiles are a growing problem, as they can be used to spread false information, deceive people, and harass and threaten others. The project aims to develop a robust and scalable system for identifying and classifying fake Instagram profiles using machine learning. This system will collect a large and diverse dataset of Instagram profiles, both real and fake. The data will be preprocessed and cleaned, and then relevant features will be extracted. Various machine learning algorithms will be evaluated to select the best model for identifying and classifying fake Instagram profiles. The trained model will be evaluated on a hold-out test set to ensure that it is able to generalize to new data. Once the model is evaluated and deemed satisfactory, it will be deployed in a production environment to identify and classify fake Instagram profiles in real time. The system is expected to have a significant impact on the fight against fake Instagram profiles. By identifying and classifying fake Instagram profiles, the system can help make the social media platform safer and more secure for everyone.. Key Words: Profile identification, Data preprocessing, Online security, User authentication, Model training, Machine learning.

The Educational Potential of Cyberfeminisms: An Intersectional Analysis of @coletivoandorinha, @feministasemmovimento and @feministas.pt profiles

Focusing on the dialogue between cyberfeminisms and education, through an intersectional perspective, this study combines the work of feminist authors such as Haraway (1991), DeLaurentis (2004), hooks (2013), Crenshaw (1991), and Butler (2011) with others recent works to address the following question: How do cyberfeminist Instagram profiles contribute to intersectional education for gender equality? To answer that, we analysed the profiles @coletivoandorinha, @feministasemmovimento and @feministas.pt between 2021 and 2023, using a qualitative method (Minayo, 2015), with semi-structured interviews to: 1. understand the strategies of the cyberfeminist profiles; 2. identify gender and race differences in the construction of cyberfeminist discourses; 3. identify the main challenges in translating cyberfeminist content into school vocabulary. Results show may enable understanding of how intersectionality is verifiable in cyberfeminist discourses, and how contents may prove adequate for educational purposes.

Fake human but real influencer: the interplay of authenticity and humanlikeness in Virtual Influencer communication?

Recently, there has been a lot of interest in industry and academia in virtual influencers (VIs). This study aimed to augment the understanding of VI marketing by exploring the relationship between VI’s characteristics (i.e., their humanlikeness level and operator type), their social media post characteristics (i.e., emotional expression, use of pronouns, use of punctuation marks), and consumer engagement. The analysis of three popular VIs’ Instagram profiles and posts revealed that VIs with less humanlike appearances tend to exhibit stronger positive emotional expressions. Interestingly, the level of humanlikeness in appearance was not associated with VI's other post characteristics, suggesting other intrinsic factors (e.g., the VI’s character and virtual universe) may play a pivotal role. Whether a brand operates the VI or not made a statistically significant difference in the VI’s post characteristics. Assessment of user engagement metrics (i.e., number of likes and comments) showed that users prefer hyper-realistic VIs and VIs operated by non-brand agencies, underscoring the importance of perceived authenticity in the digital realm. The emotions expressed by VIs, along with their use of punctuation, were positively related to user engagement.

A Systematic Content Analysis of the Moral Foundations Featured in Celebrities’, Influencers’, and Athletes’ Instagram Content

ABSTRACT Despite the attention that moral media content has received for many years, no research has systematically investigated the moral foundations featured in (visual) user-generated content. This is important because exposure to moral content may influence the relative salience of different moral foundations among consumers, with implications for their moral decision-making and reasoning. This manual content analysis investigated the prevalence and consistency of the moral foundations represented in the Instagram profiles of the 59 most followed Western celebrities, athletes, and influencers. The study coded 1,256 posts and 2,936 stories, documenting the exemplification of moral foundations and their links with gender, endorser type, platform feature (i.e. stories vs. posts), and presence of emojis. Results from multilevel analyses showed that famous individuals posted more content that upheld than violated moral foundations, with an overrepresentation of care and loyalty content. On average, morally laden content represented one-fifth of the posted content, with most personalities sharing moral content at least once. No difference was observed between posts and stories. Men and athletes featured more loyalty than women, celebrities, and influencers. The representation of moral content, especially care, predicted the use of positive emojis. The theoretical implications for the long-term processes of the MIME are discussed.

Evaluating the influence of dental aesthetics on psychosocial well-being and self-esteem among students of the University of Novi Sad, Serbia: a cross-sectional study

BackgroundA person’s smile has been identified as one of the first observed facial characteristics. Even minor deviations from societal beauty standards, especially among younger individuals, can have a negative effect on their self-esteem. The aim of this research is to evaluate the self-perceived psychosocial impact of dental aesthetics and self-esteem among respondents and their association, as well as to determine the main factors contributing to dissatisfaction with dental appearance.MethodsThis research was conducted as a cross-sectional study that surveyed students of the University of Novi Sad. Other Universities and private faculties were excluded from participation. Data collection used standardized questionnaires measuring the Psychosocial Impact of Dental Aesthetics (PIDAQ) and the Rosenberg Self-Esteem Scale (RSES). Questionnaire (an online GoogleForms) was sent to the students via official Facebook groups of the faculties, student’s e-mails and Instagram profiles. Data analysis included descriptive statistics, Students T-test, ANOVA, multiple linear regression analysis and Spearman coefficient. To test internal consistency, Cronbach’s alpha(α) was calculated for the questionnaire as a whole (0,761) and each used questionnaire (PIDAQ – 0.766; RSES – 0.765). Cronbach’s alpha(α) was also calculated for each domain from PIDAQ (DSC-0.946; SI-0.882; PI–0.953; AC-0.916).ResultsThe study involved 410 participants, predominantly female (80%), aged between 21 and 23 (45.4%), primarily in ther first academic year (21.5%), and with a grade point average between 8.01 and 9.00 (42.4%). Data analysis has shown a statistically significant difference in the total PIDAQ score and SI subdomain in relation to the academic year (total PIDAQ p = 0.025; SI p = 0.000). In terms of self-esteem, results of multiple linear regression analysis showed that the academic year (95%CI: 0.410–1.837; p = 0.002) and the average point grade (95%CI: -0.025-1.600; p = 0.047) were significant predictors of greater self-esteem. The Spearman coefficient value (r=-0.316, p < 0.001) confirmed a statistically significant negative correlation between PIDAQ and self-esteem. Only 34% of respondents expressed satisfaction with their teeth. Dissatisfaction about the smile was primarily attributed to the arrangement and positioning of their teeth (32.2%). Financial constraints were identified as the main barrier for seeking interventions to improve smile satisfaction (39.5%).ConclusionStudents experiencing a greater psychosocial impact of dental aesthetics tended to exhibit lower self-esteem.

Women’s Lifestyle Magazine Instagram Profiles

The authors have studied Instagram profiles of women’s magazines published in Poland, France and the United Kingdom: Twój Styl, Vogue PL, Marie Claire, Vogue FR, Vogue GB and Stylist. All (464) posts published on Instagram profiles in April 2022 were analyzed. The aim of the research was to show similarities and differences in the ways of communication via Instagram profiles. This paper’s chosen methodology is qualitive and quantitative content analysis and is based on types of posts and their functions and on audience reactions to posted content. The results proved that the similarities emerge between the profiles of magazines that operate in specific media markets – the content and communication is adapted to the country in which the magazine operates. This study contributes to academic literature on the integration of traditional media with new media as a response to media convergence.

#nursing. What Nurses Do on Instagram- A Mixed Methods Study.

Social media use is increasing every year, and nurses use social media to connect with each other. As Instagram was the most downloaded application in 2022 worldwide, this study focused on nurses' use of Instagram in the context of the development of a professional identity and in support of the professionalization of nursing. The aim of the study was to find out how nurses use their Instagram profiles to influence their followers' professional identity and support the professionalization of nursing. Therefore, nurses' Instagram posts and the hashtags they used were analyzed. A visual content analysis to analyze different Instagram posts using a hierarchical cluster analysis, an ANOVA, and a qualitative content analysis were conducted. The most frequently used nursing-related hashtags were analyzed to include different Instagram profiles (n = 15) in the study. This study identified three different clusters of Instagram profiles, which can be characterized as "Show me what you do," "Let's do education," and "The things we believe in." Consequently, it can be stated that nurses who display their values and beliefs in Instagram reels, half in nursing settings and half at home, have the highest number of followers and significantly more comments per post. The cluster that showed significantly more knowledge-based posts had the lowest number of followers and significantly the lowest number of comments. The content analysis of the hashtags used suggested that nurses who identify themselves as such want to attract attention from other nurses who use nursing-related hashtags. The results reveal that there is a possible benefit of the use of social media in the development of the nursing profession and professional identity. Followers and interactions can be generated when Instagram users identify with the profile and wish to discuss professional beliefs and values.

Learning Creative Economy Empowerment through Optimizing Media Digital and Utilizing Inorganic Waste to Become Batik Patterned Chairs

The aim of this assistance is to provide learning of training and assistance in optimizing digital marketing media through social media, such as Instagram, websites and Facebook. The second is to provide training and assistance in utilizing inorganic waste to make chairs with local batik motifs in Indonesia, training and assistance in introducing local batik in Indonesia as a brand in promoting batik patterned chair products. The method used Asset Based Community Development (ABCD) by maximizing asset potential. The results of this mitigation have achieved the target, that refers to low and medium hanging fruit, the subject of mitigation is the Waste Bank Community and Members of Pagar Nusa Metro City, the Waste Bank Community and the surrounding community have understood the condition of Smapah in Metro City and the risks or impacts arising from the pile up. Garbage is increasingly piling up in Metro City. The second is the reducing subject to understand theoretically and practically how to use inorganic waste such as aqua bottles, cloth, plastic into sofas or chairs with batik motifs. The third target is that Instagram business account owners can optimize and utilize digital media, such as Instagram as a one of the platforms for online digital marketing. At this stage, business Instagram users or marketing subjects understand how to optimize various features on Instagram and strategies for using those features, such as optimizing business Instagram profiles, determining posting schedules, optimizing hashtags, creating interesting content, creating contact and email buttons, or website, Optimizing Insights and Instagram stories, Optimizing Ads or Advertisements on Instagram.&#x0D; Keywords: Optimizing Media Digital, Utilizing Inorganic Waste, Learning Creative Economy

"Unlock a better life: Here's how!": A critical inquiry into how life coaches gain capital and shape legitimacy using Instagram's affordances

Instagram has become a primary platform via which life coaches establish a relationship with potential clients and advertise their professional services. In this study, we draw from Bourdieu’s work on taste and capital to unravel how life coaches capitalize on the affordances of Instagram to generate legitimacy and credibility for their profession. Drawing from a one-month observation of 1,650 posts collected from 20 Instagram profiles of life coaches, our analysis provides insight into how these professionals strategically display and integrate cultural practices, tastes, and preferences that align with neoliberal ideals of self-improvement and self-responsibility to set themselves apart as experts within their field. They then use this distinctiveness as a marketing technique, thereby feeding off their cultural and social capital, among others by rationalizing their expertise by appealing to their own experiences, embedding client testimonials, and driving the narrative by combining hashtags or images that refer to self-entrepreneurism, self-responsibility, and the good life. We reflect on the potentially harmful implications of these legitimization techniques on individuals and society.

Examination of Information Quality on Public Instagram Profiles Regarding Botulinum Toxin for Bruxism: A Study in São Paulo State, Brazil.

Currently, social media emerges as a swift and efficient channel for disseminating knowledge in dentistry; however, it is imperative to assess whether this information aligns with scientific evidence. This study aims to evaluate the quality of information found on public Instagram profiles in São Paulo State, Brazil, regarding the utilization of botulinum toxin (BTx) for bruxism treatment. The data were categorized into three qualitative groups: information pertaining to bruxism diagnosis, treatment options for bruxism, and the application of BTx for bruxism. Following the selection of pertinent publications, 50 public profiles were included in the analysis. The publications were assessed utilizing the Global Quality Scale (GQS). A total of 20,546 posts were tallied across the 50 profiles, with 230 relating to bruxism diagnosis, 166 discussing bruxism treatment options, and 78 mentioning the use of BTx for bruxism. Of these 78 posts addressing BTx for bruxism, 61% did not align with current scientific references, while 39% did. GQS analysis disclosed predominantly "poor quality" content (GQS = 2). It is concluded that the themes of bruxism and BTx are frequently broached on public Instagram profiles, yet the quality of the available information is generally subpar and often lacks scientific substantiation. Key words:Botulinum Toxins, Type A; Bruxism; Online Social Networking; Sleep Bruxism.

Promotional tactics of Polish fashion brands in social media on the example of Vesna and Marie Zélie

This article aims to examine the social media strategies employed by select Polish niche clothing brands, identifying which approaches are more effective and the factors influencing this effectiveness. Research methods: The study utilizes media content analysis and economic indicator analysis to explore the portrayal of these brands in media. Specifically, it compares the Facebook and Instagram profiles of two Polish fashion companies, Vesna and Marie Zélie. Additionally, the research incorporates netnography to analyze online consumer behavior. Results and conclusions: Facebook and Instagram emerge as primary online marketing platforms for the examined fashion brands, used for product showcasing and audience engagement. These companies initiate engagement through questions in posts and maintain dialogue by responding to comments. A comparative analysis of Vesna and Marie Zélie’s post nature and frequency indicates a more successful social media promotion strategy by Marie Zélie. Cognitive value: This article sheds light on contemporary strategies for social media promotion among companies. It uniquely analyzes the promotional tactics of niche fashion brands Marie Zélie and Vesna in social media, providing a comparative study of a successful and a less successful strategy. This comparison could guide other actors in formulating their social media advertising strategies.