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Det personliga intrycket via bloggar

Radmilovic, Subhija LU and Lordhem, Rebecka (2016) SKDK02 20161
Department of Strategic Communication
Abstract
The personal impression trough blogs - a study about personal bran-ding and impression management through blogs
Personal branding is a new phenomenon that is coming across different compli-cations. An individual is supposed to be a personal brand on the one hand and is expected to live up to it’s own uniqueness on the other. Through blogs, individu-als are able to build a personal brand. Up to date, few studies have shown how this is affecting their way of reasoning about how to brand them selves. This study has analyzed how bloggers reason about personal branding. To understand this phenomenon we have used theories about impression management, personal branding, identity, persona, and content marketing and used it as a theoretical... (More)
The personal impression trough blogs - a study about personal bran-ding and impression management through blogs
Personal branding is a new phenomenon that is coming across different compli-cations. An individual is supposed to be a personal brand on the one hand and is expected to live up to it’s own uniqueness on the other. Through blogs, individu-als are able to build a personal brand. Up to date, few studies have shown how this is affecting their way of reasoning about how to brand them selves. This study has analyzed how bloggers reason about personal branding. To understand this phenomenon we have used theories about impression management, personal branding, identity, persona, and content marketing and used it as a theoretical framework. In this study we have used qualitative interviews as a method with the goal to explore the bloggers reasoning and lifeworld from a sender perspecitve. The study shows that bloggers reflections about how their personal brand is affec-ted by the experience of their readers presence online and offline. The blog visi-tors have a multiple functions for the blogger such as motivationendorser, support in emotionally demanding times or as a hostile voice that corrupt the bloggers im-pression. Both the blog as a plattform and the readers affect the writers view upon him or herself and how the individual handle their impression. (Less)
Abstract (Swedish)
Det personliga intrycket via bloggar - En studie om personligt varu-märkesbyggande och intrycksstyrning via blogger
Personligt varumärkesbyggande är ett nytt fenomen som möter diverse komplikat-ioner. Samtidigt som en person ska vara ett varumärke förväntas denna leva upp till sin egen unikhet. Genom bloggar har individer möjligheten att bygga upp ett personligt varumärke. Fram till idag har få studier gjorts som visar hur bloggandet påverkar deras sätt att resonera kring sitt eget varumärkesbyggande. I denna studie har vi analyserat hur bloggare resonerar kring personligt varumärkesbyggande. För att förstå fenomenet har vi använt teorier om intrycksstyrning, personligt va-rumärkesbyggande, identitet och persona samt content marketing som... (More)
Det personliga intrycket via bloggar - En studie om personligt varu-märkesbyggande och intrycksstyrning via blogger
Personligt varumärkesbyggande är ett nytt fenomen som möter diverse komplikat-ioner. Samtidigt som en person ska vara ett varumärke förväntas denna leva upp till sin egen unikhet. Genom bloggar har individer möjligheten att bygga upp ett personligt varumärke. Fram till idag har få studier gjorts som visar hur bloggandet påverkar deras sätt att resonera kring sitt eget varumärkesbyggande. I denna studie har vi analyserat hur bloggare resonerar kring personligt varumärkesbyggande. För att förstå fenomenet har vi använt teorier om intrycksstyrning, personligt va-rumärkesbyggande, identitet och persona samt content marketing som ett teore-tiskt ramverk. I denna studie användes kvalitativa intervjuer som metod för att ut-forska bloggarnas livsvärld och resonemang ur ett sändarperspektiv. Studiens re-sultat visar att bloggarens reflektioner över sitt varumärke påverkas av dess upp-levelse av sina läsare online och offline. Studien visar även att bloggens besökare även har ett flertal andra funktioner för bloggarna så som motivationsfaktor, stöd vid emotionellt krävande stunder eller som en fientlig röst som förvränger blogga-rens intryck. Både bloggen som plattform och läsarna påverkar skribentens syn på sig själv och hanteringen av intryck. (Less)
Please use this url to cite or link to this publication:
author
Radmilovic, Subhija LU and Lordhem, Rebecka
supervisor
organization
course
SKDK02 20161
year
type
M2 - Bachelor Degree
subject
keywords
Personal branding, Blogs, Digital identity, Impression management, Persona, Digital content marketing, Interviews
language
Swedish
id
8877824
date added to LUP
2016-06-13 14:08:51
date last changed
2016-06-13 14:08:51
@misc{8877824,
  abstract     = {The personal impression trough blogs - a study about personal bran-ding and impression management through blogs
Personal branding is a new phenomenon that is coming across different compli-cations. An individual is supposed to be a personal brand on the one hand and is expected to live up to it’s own uniqueness on the other. Through blogs, individu-als are able to build a personal brand. Up to date, few studies have shown how this is affecting their way of reasoning about how to brand them selves. This study has analyzed how bloggers reason about personal branding. To understand this phenomenon we have used theories about impression management, personal branding, identity, persona, and content marketing and used it as a theoretical framework. In this study we have used qualitative interviews as a method with the goal to explore the bloggers reasoning and lifeworld from a sender perspecitve. The study shows that bloggers reflections about how their personal brand is affec-ted by the experience of their readers presence online and offline. The blog visi-tors have a multiple functions for the blogger such as motivationendorser, support in emotionally demanding times or as a hostile voice that corrupt the bloggers im-pression. Both the blog as a plattform and the readers affect the writers view upon him or herself and how the individual handle their impression.},
  author       = {Radmilovic, Subhija and Lordhem, Rebecka},
  keyword      = {Personal branding,Blogs,Digital identity,Impression management,Persona,Digital content marketing,Interviews},
  language     = {swe},
  note         = {Student Paper},
  title        = {Det personliga intrycket via bloggar},
  year         = {2016},
}