The secret of building a successful personal brand in the social media without advertisement

Soós Evelin (2023) The secret of building a successful personal brand in the social media without advertisement. Külkereskedelmi Kar.

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Absztrakt (kivonat)

In my thesis, I investigated whether it is possible to build up a personal brand in the social media only with meaningful content creation, without paying for advestisements. According to my hypothesis it is completely possible and the most important social media site for it is TikTok.To sum up, I believe that both the secondary literature and my own research supported my hypothesis, and I could answer all of my research questions. Based on my inquiries, I found out that today the most significant platform is TikTok, on this social site it is possible to gain the most followers in the shortest time. However, although TikTok is the most important social media site nowadays to build up a follower base, we cannot neglect Instagram either. According to my research, Instagram is a more personal platform where people can trust in the influencers better than on TikTok. That is why, most of the sales and collaborations are still taking place on Instagram, which makes this platform equally significant besides TikTok.  Another research question was whether it is more difficult to build up a follower base on Instagram than on TikTok. All of my research, including my account and other successful content creators’ accounts showed that it is harder to build up a relevant follower base on Instagram. Nonetheless, it crucial to mention that although it is more challenging to build up a follower base on Instagram, but Instagram followers are also valued more than TikTok followers! Furthermore, I compared the Instagram Reel videos and TikTok videos as well since they have a very similar structure and idea behind. In fact, the secondary literature also proved that the Instagram Reels were introduced because of the emergence of TikTok. Generally, concerning their performances, Instagram Reels generate a smaller number of viewers.  In addition to evaluating the Reels and TikTok videos, I conducted a research whether Instagram and TikTok can complement each other even though they are owned by different companies. I found out that they cannot simply complement each other but it is highly recommended to link together the two accounts and build them together. Every content creator who I could analyze insisted on building these two accounts together and taking advantage of the possibility to redirect people from TikTok to Instagram.  Finally, the most important research question was whether it is possible to build up successfully a personal brand only by meaningful content creation, without paying for advertising. According to my research, it is completely possible, moreover, it is more beneficial to accomplish it without advertising. All of the content creators that I analyzed – including one of Hungary’s most successful TikTok creator – have built up their platforms only by creating content that is favorable for the algorithm.  In conclusion, I believe that content creation is more and more popular among people nowadays. However, it is essential to know how a beginner can build up a personal brand on the social media platforms. That is why, I wanted to investigate the opportunities without advertising. In my opinion, I could give an insight to the most important elements of establishing a personal brand in the online world.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Külkereskedelmi Kar

Tanszék

Nemzetközi Üzleti Szaknyelvek Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Nemzetközi gazdálkodás

Konzulens(ek)

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	content creation, online marketing, personal brand, Social media, social media marketing
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2023. Ápr. 20. 14:03
Utolsó módosítás:	2023. Ápr. 20. 14:04
URI:	http://dolgozattar.uni-bge.hu/id/eprint/44185

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