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Exploring the brand building process for social media influencers
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2017 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Background: Brands are a way of differentiating what is known as mine or yours and is created in the development of a term, name, sign, packaging or design identifying a product or service. Developing a brand is both time consuming and expensive but is seen as a way to differentiate offerings from competitors, hence branding is seen as an essential marketing activity. Personal branding is a term that has been developed and explains how every individual has a brand and the importance of branding oneself. Online and on social media, personal branding is argued to be the primary tool and social media influencers represent a new type of endorsers using social media to shape attitudes.

Purpose: The purpose of this study is to explore the brand building process for social media influencers. Methodolgy: This study is a qualitative research. Primary data has been collected by the conduction of semi-structured interviews.

Research question: Which building blocks are relevant in the brand building process for social media influencers?

Conclusion: Five building blocks is concluded as important for social media influencers to consider when building brands, identity, value, communication, internal/external factors, and positioning.

Place, publisher, year, edition, pages
2017. , 73 p.
Keyword [en]
Social media influencer, personal branding, brand building process, identity, value, positioning, quality, internal factor, external factors, communication, long-term perspective, evaluation, brand building blocks
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-67521OAI: oai:DiVA.org:lnu-67521DiVA: diva2:1136985
Subject / course
Business Administration - Marketing
Educational program
Marketing Programme, 180 credits
Supervisors
Examiners
Available from: 2017-08-30 Created: 2017-08-29 Last updated: 2017-08-30Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf