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The power of storytelling for personal branding - A case study of Li Ziqi's online videos on YouTube

Ren, Ci LU (2023) SKOM12 20211
Department of Strategic Communication
Abstract
Under the background of the rapid development of social media, video storytelling plays an essential role in the development of a brand. More and more videos with the personal brand have become popular among the public. However, in the context of the storytelling approach, personal branding through storytelling has been rarely reported in the literature. In this study, showing the YouTuber, Li Ziqi's short videos have set a good example, with her pastoral stories conveying and building a strong brand. The goal of this research is to investigate how Li Ziqi uses storytelling as a brand strategy to strengthen her personal brand on YouTube as well as to examine what are elements of storytelling used in her personal brand. The research... (More)
Under the background of the rapid development of social media, video storytelling plays an essential role in the development of a brand. More and more videos with the personal brand have become popular among the public. However, in the context of the storytelling approach, personal branding through storytelling has been rarely reported in the literature. In this study, showing the YouTuber, Li Ziqi's short videos have set a good example, with her pastoral stories conveying and building a strong brand. The goal of this research is to investigate how Li Ziqi uses storytelling as a brand strategy to strengthen her personal brand on YouTube as well as to examine what are elements of storytelling used in her personal brand. The research gathered 25 videos, including the 5 videos of the pilot study, for content analysis. The theoretical framework highlights the role of storytelling as a strategic branding concept and as an operational communication tool in the personal brand.
According to the study findings, a good story demonstrated a clear message, the characters, conflict, and plot, as well as the sounds and cultural components, which could be considered significant elements in strengthening Li Ziqi's personal brand. This research has theoretical and practical implications for others looking to create their personal brand through storytelling on YouTube. (Less)
Please use this url to cite or link to this publication:
author
Ren, Ci LU
supervisor
organization
course
SKOM12 20211
year
type
H2 - Master's Degree (Two Years)
subject
keywords
Storytelling, personal branding, Li Ziqi, YouTube, videos.
language
English
id
9110910
date added to LUP
2023-02-15 13:25:34
date last changed
2023-02-15 13:25:34
@misc{9110910,
  abstract     = {{Under the background of the rapid development of social media, video storytelling plays an essential role in the development of a brand. More and more videos with the personal brand have become popular among the public. However, in the context of the storytelling approach, personal branding through storytelling has been rarely reported in the literature. In this study, showing the YouTuber, Li Ziqi's short videos have set a good example, with her pastoral stories conveying and building a strong brand. The goal of this research is to investigate how Li Ziqi uses storytelling as a brand strategy to strengthen her personal brand on YouTube as well as to examine what are elements of storytelling used in her personal brand. The research gathered 25 videos, including the 5 videos of the pilot study, for content analysis. The theoretical framework highlights the role of storytelling as a strategic branding concept and as an operational communication tool in the personal brand.
 According to the study findings, a good story demonstrated a clear message, the characters, conflict, and plot, as well as the sounds and cultural components, which could be considered significant elements in strengthening Li Ziqi's personal brand. This research has theoretical and practical implications for others looking to create their personal brand through storytelling on YouTube.}},
  author       = {{Ren, Ci}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{The power of storytelling for personal branding - A case study of Li Ziqi's online videos on YouTube}},
  year         = {{2023}},
}