Advanced

Successful Personal Branding on Social Media

Slind, Thea LU and Urbanova, Marketa LU (2016) BUSN39 20161
Department of Business Administration
Abstract
This thesis investigates the phenomenon of personal branding on social media and, in
particular, it examines how successful YouTubers create and build their personal brand via
content. The thesis provides valuable input to the existing literature on personal branding,
which is predominantly found in self-help books and articles by self-proclaimed gurus within
personal branding. Using the method of qualitative content analysis, a total of 72 videos from
four different successful YouTubers have been collected and analysed. The analysis of the
empirical material revealed that there are three main patterns across the content of the
successful YouTubers. That is: Loyal to Personal Brand Profile, Promotion of Multiple Social
Media... (More)
This thesis investigates the phenomenon of personal branding on social media and, in
particular, it examines how successful YouTubers create and build their personal brand via
content. The thesis provides valuable input to the existing literature on personal branding,
which is predominantly found in self-help books and articles by self-proclaimed gurus within
personal branding. Using the method of qualitative content analysis, a total of 72 videos from
four different successful YouTubers have been collected and analysed. The analysis of the
empirical material revealed that there are three main patterns across the content of the
successful YouTubers. That is: Loyal to Personal Brand Profile, Promotion of Multiple Social
Media Accounts, and Addressing the Audience and Encouraging Co-creation. Subsequently,
these patterns can be understood as the key success factors of personal branding on social
media via content. Based on these findings, this thesis proposes a new conceptual framework
for personal branding on social media. The framework explains that personal branding on
social media via content is a complex and on-going process, in which all elements of the
framework should be implemented simultaneously in order to build a strong and holistic
personal brand. By illustrating how established branding theories can be extended to include
humans, this thesis not only serves as a contribution to the theoretical field of personal
branding, but also to the field of branding as a whole. (Less)
Please use this url to cite or link to this publication:
author
Slind, Thea LU and Urbanova, Marketa LU
supervisor
organization
alternative title
Creating and building a personal brand via content on YouTube
course
BUSN39 20161
year
type
H1 - Master's Degree (One Year)
subject
keywords
Personal Branding, Social Media, YouTube, Brands
language
English
id
8877307
date added to LUP
2016-06-21 14:17:11
date last changed
2016-06-21 14:17:11
@misc{8877307,
  abstract     = {This thesis investigates the phenomenon of personal branding on social media and, in
particular, it examines how successful YouTubers create and build their personal brand via
content. The thesis provides valuable input to the existing literature on personal branding,
which is predominantly found in self-help books and articles by self-proclaimed gurus within
personal branding. Using the method of qualitative content analysis, a total of 72 videos from
four different successful YouTubers have been collected and analysed. The analysis of the
empirical material revealed that there are three main patterns across the content of the
successful YouTubers. That is: Loyal to Personal Brand Profile, Promotion of Multiple Social
Media Accounts, and Addressing the Audience and Encouraging Co-creation. Subsequently,
these patterns can be understood as the key success factors of personal branding on social
media via content. Based on these findings, this thesis proposes a new conceptual framework
for personal branding on social media. The framework explains that personal branding on
social media via content is a complex and on-going process, in which all elements of the
framework should be implemented simultaneously in order to build a strong and holistic
personal brand. By illustrating how established branding theories can be extended to include
humans, this thesis not only serves as a contribution to the theoretical field of personal
branding, but also to the field of branding as a whole.},
  author       = {Slind, Thea and Urbanova, Marketa},
  keyword      = {Personal Branding,Social Media,YouTube,Brands},
  language     = {eng},
  note         = {Student Paper},
  title        = {Successful Personal Branding on Social Media},
  year         = {2016},
}