Exploring the brand building process for social media influencers
2017 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE credits
Student 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. , p. 73
Keywords [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, id: diva2:1136985
Subject / course
Business Administration - Marketing
Educational program
Marketing Programme, 180 credits
Supervisors
Examiners
2017-08-302017-08-292017-08-30Bibliographically approved