The aim of the thesis is to examine the case of managing a personal brand on the Instagram social media of ex-president Borut Pahor. In accordance with the aim of the thesis, it answers the research question using appropriate empirical research methodology. The research question was formulated based on a review of relevant literature in the field of personal branding. The addressed research question answers how people create a personal brand on Instagram. The hypothesis developed on the basis of a thorough review of the literature in the field of personal branding and the use of social media (Instagram) is as it follows: "People create a personal brand by personalizing posts in informal environment". The case study, examines the personal brand of Borut Pahor on his Instagram profile during the pre-election campaign, and has confirmed the findings of the literature and the hypotheses of the thesis.
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