O papel das mídias digitais como ferramenta de comunicação da marca de moda autoral Marina Bitu

Abstract

This article analyzes the role of digital media, especially Instagram, as a communication tool for the authorial fashion brand Marina Bitu. The research aims to understand how the strategic use of digital platforms contributes to creating bonds with consumers and strengthening the brand's positioning in the sustainable fashion market. The investigation is based on bibliographic research and documentary analysis of the brand’s posts on Instagram between April and June 2025. As a result, it was observed that the digital communication adopted by the brand promotes identification, loyalty, and public engagement, acting as a link between the brand's values and consumer expectations. The study highlights the importance of digital media for authorial brands seeking to expand their reach without compromising authenticity and sustainable principles.