The purpose of this master's thesis is to explore and empirically test the theoretical framework that has ensured the relationship between the Instagram mobile application and its linked subject of self-branding of users of this network. I wish to explore self-branding and also highlight the key factors and attributes that users create through visual imagery for the purpose of building a personal brand. I will try to find out what Instagram’s role is in relation to the self-branding concept and the concept of a brand. For my research, therefore, the most important thing is to understand factors such as self-promotion, construction of identity, self-presentation and self-branding, which are considered to be important components of personal brand. I chose a method that is based on those understandings, based on research by Duffy and Hund's, who studied self-presentation and self-promotion through images on Instagram. With in-depth interviews, I want to examine how influencers in Slovenia use Instagram. Thus, the aim of this work is to explore the course of self-branding, and present the characteristics and factors of visual content creation based on the most popular users on Instagram as well as the interrelationships within self-branding and the promotion of brands. After having completed the research, I can confirm that for Instagram users who fall under the category of influencers, Instagram activity is a product of planned self-branding, designed to build a successful relationship with their followers and building of both a personal as business brand. I believe that the concept of self-branding can be referred to as a new form of extension of traditional media branding.
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