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Instagram Perceptions and Coherent Impressions: An Exploratory Study Regarding Perceptions of Personal Brands

Ford, Emma LU and Jakobsson, Frida LU (2017) BUSN39 20171
Department of Business Administration
Abstract
The purpose of this thesis is to explore how individuals perceive a personal brand online on social media, compared to how it is perceived offline in real life, and whether there is a difference in the perception of the personal brand. By using Instagram as an empirical context, this thesis explores similarities and differences in the perceptions of a personal brand from a perspective of ordinary users and the everyday identity. The aimed contribution is to broaden the understanding of personal brands, as a way to express identity, when exploring how a personal brand can be perceived in an online and offline context. As the perspective of the recipient has been emphasised the contributions are expected to add to existing literature... (More)
The purpose of this thesis is to explore how individuals perceive a personal brand online on social media, compared to how it is perceived offline in real life, and whether there is a difference in the perception of the personal brand. By using Instagram as an empirical context, this thesis explores similarities and differences in the perceptions of a personal brand from a perspective of ordinary users and the everyday identity. The aimed contribution is to broaden the understanding of personal brands, as a way to express identity, when exploring how a personal brand can be perceived in an online and offline context. As the perspective of the recipient has been emphasised the contributions are expected to add to existing literature regarding personal branding, whereas a conceptual framework for comparison has been created. Fur- thermore, the thesis has adopted a qualitative research approach, where the empirical data was collected through semi-structured group interviews. Based on the empirical findings, it is interpreted that the perception of a personal brand is influenced by what is visually perceived in the shared pictures, yet also by incorporating personal experiences to the perception. By applying the conceptual framework, consisting of the three components First Impression, Personality, and Values, on the empirical data it has been possible to gain an understanding of how personal brands are perceived. The results were found to be in contrast to what has been expressed in previous research, as the online perceptions were discovered to be more accurate compared to the offline perceptions than predicted beforehand. (Less)
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author
Ford, Emma LU and Jakobsson, Frida LU
supervisor
organization
course
BUSN39 20171
year
type
H1 - Master's Degree (One Year)
subject
keywords
Personal Brands, Personal Branding, Perceptions, Online, Offline, Social Media, Instagram
language
English
id
8914132
date added to LUP
2017-06-30 11:31:33
date last changed
2017-06-30 11:31:33
@misc{8914132,
  abstract     = {The purpose of this thesis is to explore how individuals perceive a personal brand online on social media, compared to how it is perceived offline in real life, and whether there is a difference in the perception of the personal brand. By using Instagram as an empirical context, this thesis explores similarities and differences in the perceptions of a personal brand from a perspective of ordinary users and the everyday identity. The aimed contribution is to broaden the understanding of personal brands, as a way to express identity, when exploring how a personal brand can be perceived in an online and offline context. As the perspective of the recipient has been emphasised the contributions are expected to add to existing literature regarding personal branding, whereas a conceptual framework for comparison has been created. Fur- thermore, the thesis has adopted a qualitative research approach, where the empirical data was collected through semi-structured group interviews. Based on the empirical findings, it is interpreted that the perception of a personal brand is influenced by what is visually perceived in the shared pictures, yet also by incorporating personal experiences to the perception. By applying the conceptual framework, consisting of the three components First Impression, Personality, and Values, on the empirical data it has been possible to gain an understanding of how personal brands are perceived. The results were found to be in contrast to what has been expressed in previous research, as the online perceptions were discovered to be more accurate compared to the offline perceptions than predicted beforehand.},
  author       = {Ford, Emma and Jakobsson, Frida},
  keyword      = {Personal Brands,Personal Branding,Perceptions,Online,Offline,Social Media,Instagram},
  language     = {eng},
  note         = {Student Paper},
  title        = {Instagram Perceptions and Coherent Impressions: An Exploratory Study Regarding Perceptions of Personal Brands},
  year         = {2017},
}