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Det visuella inflytandet: En kvalitativ studie om influencers kommunikativa strategier bakom deras personliga varumärken på Instagram.
Linnaeus University, Faculty of Arts and Humanities, Department of Media and Journalism.
Linnaeus University, Faculty of Arts and Humanities, Department of Media and Journalism.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
The visual influence : A qualitative study of influencers communication strategies behind their personal brands on Instagram. (English)
Abstract [en]

This study aims to examine the different communication strategies in personal branding on the online platform Instagram. To examine this, we studied the three most popular Swedish influencers in the category fitness and health. A visual rhetorical analysis was conducted, where 12 Instagram posts from each influencer were analyzed to identify their use of different rhetorical tools in building and maintaing their personal brand. In the preparatory work for this study, a research gap was discovered in this field of research, where no former studies had been conducted in examining the communication method behind different personal brands on Instagram. The question examined was ‘Whichcommunication strategies can we identify in the three influencers Instagram feeds andhow do they appear?’. To identify the rhetorical strategies behind the posts included inthe study, both the visual and textual aspects were analyzed. To conduct this study, a critical rhetorical method was modified to be able to answer the research question and a qualitative approach was applied.

The results showed three out of four strategies from the communication strategy model presented in the theoretical chapter. It was clear that the different influencers used different strategies and rhetorical tools depending on their purpose of the message. We saw that the influencers’ personal branding strategies contains a main communication strategy to make sure that the message meets the reader and that the personal brand keeps a cohesive communication strategy. This study is a first insight in this area of research, therefore it is the base for new upcoming research that can use our results to build a wider perspective of personal branding on Instagram and other social media platforms.

Place, publisher, year, edition, pages
2019. , p. 54
Keywords [sv]
Personligt varumärke, sociala medier, Instagram, varumärkesbyggande, retorik, kommunikationsstrategier, autenticitet
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:lnu:diva-85509OAI: oai:DiVA.org:lnu-85509DiVA, id: diva2:1326205
Subject / course
Media and Communications Science
Supervisors
Examiners
Available from: 2019-06-18 Created: 2019-06-17 Last updated: 2019-06-18Bibliographically 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