With more than a billion users worldwide, Instagram is currently one of the fastest-growing social media networks and one of the leading global social media platforms. It is a place where visual expression from business inspires visible action from people around the world. Users also play a key role, as they do not necessarily have to be just an observer or a consumer, but they can also reach decent following as content creators and thus act as personal brand or (micro) influencers, which can, through their operation, lifestyle and the use of certain products or services affect behavior and decisions about purchases of other users. Thus, Instagram is one of the key social networks that enable individuals to influence consumer habits in various ways, including by building a personal brand. At the same time, it is an important tool for the marketing of various products or services. Aim of this thesis is to explore techniques and practices for building, marketing and business of a personal brand of Slovenian micro-influencers on Instagram, which they also use to market their own or foreign products and services. This will be explored by developing a theoretical framework and presenting practical strategies of six micro-influencers, who have already managed to build a successful personal brand. I have analyzed obtained data with a thematic analysis of half-structured interviews. The theoretical framework and empirical analysis show that three identified marketing dimensions on Instagram - content, engagement and influence marketing - are applied in the practice of micro-influencers, but are individually adapted to each micro-influencer, its objectives, and target group.
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