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.

The scourge of coronavirus has jolted every nation directly or indirectly. Macro level effects were seen as economies plunged with many countries reporting negative growth rates. To tackle this storm, countries across the globe went full ballistic to spread information and bits of coronavirus to its citizens. Information was bombarded via every source that was available in the arsenal be it social media, print advertisement, Tv advertisement and radio. Some things were made compulsory, some were told to modify and some to be completely discarded. India was no different. Here too the government imposed lockdowns and traveling restrictions leaving its citizens no choice but to stay home and simply wait it out. Continuous influx of information from all sides created a new norm for society. Suddenly wearing masks was within my comfort zone and multiple hand washing was not annoying anymore. There was a change in behavior patterns as well. Social distancing became the new norm and people accepted it eventually. All these changes were possible because of the sheer number of advertisements people were subjected to. These advertisements created a new normal. There are so many examples in the past of how advertising has changed our attitude, behavior, lifestyle, likes and dislikes. This paper analyzes in depth synthesis of how advertisement not only creates a market for itself but in a way changed our perception and lifestyle in turn to create new norms.