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“Det är sådana kläder man lägger ut på Instagram”

Oredsson, Sandra LU and Siegbahn, Helena (2015) KSKK01 20151
Department of Service Management and Service Studies
Abstract
In today's society human identity is largely based on social and cultural processes where consumption has an increasingly important role as an influential element. In the process of an individual's personal brand-building, which can be seen as an approach in order to highlight a person's main features, consumption has become an important instrument. Individuals are using consumption as a way to express themselves and conveys this through social media to display a desirable lifestyle. The purpose of this essay is to study and establish a better understanding of how young women create a personal brand through clothing consumption. Furthermore, the purpose is also to examine how the personal brand is expressed and influenced by social media.... (More)
In today's society human identity is largely based on social and cultural processes where consumption has an increasingly important role as an influential element. In the process of an individual's personal brand-building, which can be seen as an approach in order to highlight a person's main features, consumption has become an important instrument. Individuals are using consumption as a way to express themselves and conveys this through social media to display a desirable lifestyle. The purpose of this essay is to study and establish a better understanding of how young women create a personal brand through clothing consumption. Furthermore, the purpose is also to examine how the personal brand is expressed and influenced by social media. The aim of the study is to contribute to the current research by providing a clearer picture of the links between young women's personal brand-building and social media. The method used in this study to collect empirical material is qualitative in nature. Our empirical material is based on two focus groups of five respondents in each group as well as supplementary material in form of image and text analysis. In conclusion, this study has generated results that demonstrates that clothing consumption and use of images are the main strategies used in the building of personal brand. It has also been shown that social media is an essential tool for maintaining the personal brand, in addition to having a great impact on how the personal brand evolves. (Less)
Please use this url to cite or link to this publication:
author
Oredsson, Sandra LU and Siegbahn, Helena
supervisor
organization
alternative title
En kvalitativ studie om unga kvinnors strategier gällande personligt varumärkesbyggande och hur det uttrycks i sociala medier
course
KSKK01 20151
year
type
M2 - Bachelor Degree
subject
language
Swedish
id
5469479
date added to LUP
2015-06-24 09:40:54
date last changed
2015-06-24 09:40:54
@misc{5469479,
  abstract     = {In today's society human identity is largely based on social and cultural processes where consumption has an increasingly important role as an influential element. In the process of an individual's personal brand-building, which can be seen as an approach in order to highlight a person's main features, consumption has become an important instrument. Individuals are using consumption as a way to express themselves and conveys this through social media to display a desirable lifestyle. The purpose of this essay is to study and establish a better understanding of how young women create a personal brand through clothing consumption. Furthermore, the purpose is also to examine how the personal brand is expressed and influenced by social media. The aim of the study is to contribute to the current research by providing a clearer picture of the links between young women's personal brand-building and social media. The method used in this study to collect empirical material is qualitative in nature. Our empirical material is based on two focus groups of five respondents in each group as well as supplementary material in form of image and text analysis. In conclusion, this study has generated results that demonstrates that clothing consumption and use of images are the main strategies used in the building of personal brand. It has also been shown that social media is an essential tool for maintaining the personal brand, in addition to having a great impact on how the personal brand evolves.},
  author       = {Oredsson, Sandra and Siegbahn, Helena},
  language     = {swe},
  note         = {Student Paper},
  title        = {“Det är sådana kläder man lägger ut på Instagram”},
  year         = {2015},
}