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“This is who I am, this is what I do. This is the Freedom I have” - A Qualitative Study of How Marketing Freelancers Perceive and Practice Personal Branding

Jaakkola, Johanna LU and Jonkman, Rachelle LU (2018) BUSN39 20181
Department of Business Administration
Abstract
The purpose of this thesis is to explore how marketing freelancers perceive personal branding and how they practice it. Both offline and online environments for practicing personal branding have been included. The aimed contribution is to broaden the understanding of personal branding by adding the perceptions that marketing freelancers have towards this topic. Additionally, the attempt is to provide a practical contribution for other freelancers, individuals who wish to start their career as freelancers and organizations that wish to hire freelancers. Furthermore, this thesis has adopted a qualitative approach, where the empirical material was gathered by conducting nine semi-structured interviews with marketing freelancers who work in... (More)
The purpose of this thesis is to explore how marketing freelancers perceive personal branding and how they practice it. Both offline and online environments for practicing personal branding have been included. The aimed contribution is to broaden the understanding of personal branding by adding the perceptions that marketing freelancers have towards this topic. Additionally, the attempt is to provide a practical contribution for other freelancers, individuals who wish to start their career as freelancers and organizations that wish to hire freelancers. Furthermore, this thesis has adopted a qualitative approach, where the empirical material was gathered by conducting nine semi-structured interviews with marketing freelancers who work in Sweden. The findings include five topics, which are divided into 12 most important themes that have been interpreted from the semi-structured interviews. Moreover, this study shows a discussion based on the interpreted analysis and concludes with the two modified theoretical frameworks, which include the perceptions that marketing freelancers have towards personal branding and the way marketing freelancers practice personal branding. Based on the empirical findings, it is interpreted that personal branding plays an important role in the marketing freelancers’ lives. Most importantly, the personal brand needs to be authentic and stay consistent in all the different platforms online. Moreover, there should not be a difference between the offline and online personal brand. The most interesting finding was that offline personal branding practices were more important for marketing freelancers than online personal branding practices. As a matter of fact, online practices were seen more as a support for offline personal branding practices. (Less)
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author
Jaakkola, Johanna LU and Jonkman, Rachelle LU
supervisor
organization
course
BUSN39 20181
year
type
H1 - Master's Degree (One Year)
subject
keywords
Personal Branding, Freelancers, Freelance Economy, Liquid Modernity
language
English
id
8948208
date added to LUP
2018-08-01 12:52:52
date last changed
2018-08-01 12:52:52
@misc{8948208,
  abstract     = {The purpose of this thesis is to explore how marketing freelancers perceive personal branding and how they practice it. Both offline and online environments for practicing personal branding have been included. The aimed contribution is to broaden the understanding of personal branding by adding the perceptions that marketing freelancers have towards this topic. Additionally, the attempt is to provide a practical contribution for other freelancers, individuals who wish to start their career as freelancers and organizations that wish to hire freelancers. Furthermore, this thesis has adopted a qualitative approach, where the empirical material was gathered by conducting nine semi-structured interviews with marketing freelancers who work in Sweden. The findings include five topics, which are divided into 12 most important themes that have been interpreted from the semi-structured interviews. Moreover, this study shows a discussion based on the interpreted analysis and concludes with the two modified theoretical frameworks, which include the perceptions that marketing freelancers have towards personal branding and the way marketing freelancers practice personal branding. Based on the empirical findings, it is interpreted that personal branding plays an important role in the marketing freelancers’ lives. Most importantly, the personal brand needs to be authentic and stay consistent in all the different platforms online. Moreover, there should not be a difference between the offline and online personal brand. The most interesting finding was that offline personal branding practices were more important for marketing freelancers than online personal branding practices. As a matter of fact, online practices were seen more as a support for offline personal branding practices.},
  author       = {Jaakkola, Johanna and Jonkman, Rachelle},
  keyword      = {Personal Branding,Freelancers,Freelance Economy,Liquid Modernity},
  language     = {eng},
  note         = {Student Paper},
  title        = {“This is who I am, this is what I do. This is the Freedom I have” - A Qualitative Study of How Marketing Freelancers Perceive and Practice Personal Branding},
  year         = {2018},
}