The role of media strategies in building and sustaining personal brands in the digital age

Sadovska Aryna (2025) The role of media strategies in building and sustaining personal brands in the digital age. Külkereskedelmi Kar.

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Absztrakt (kivonat)

In the digital age, personal branding has become a central practice for individuals striving to succeed in the social world. This thesis investigates how media strategies on Instagram may be leveraged to build and sustain personal brands. It places specific focus on the strategy of authenticity and its role in shaping audience engagement. The study aims to find precise aspects of authenticity reflected in the content of Instagram mega-influencer Emma Chamberlain and how these aspects shape the audience's response in the comment section. The thesis is guided by two primary research questions: 1. What are the authenticity aspects in Emma Chamberlain’s Instagram posts? 2. How do different aspects of authenticity influence audience engagement in the comments section? The research is based on the theoretical framework of three well-known theories: Self-presentation theory, Message credibility theory and Social identity theory. Building on this, the study identifies 4 authenticity dimensions: Performative authenticity, Affinity, Message credibility and Distinctive identity. During the assessment, a mixed-method approach was used, combining qualitative and quantitative techniques. A total of 15 Emma Chamberlain`s posts and more than 18,000 comments were selected in two tiers, one based on high behavioural engagement and the second based on high emotional and cognitive engagement. The findings indicate that the most frequently observed authenticity dimensions in Chamberlain`s content are Distinctive identity and Affinity. It suggests that the audience responds to the content, which is perceived as unique, emotionally engaging, trustworthy, and genuine. The results suggest that authenticity is not a static trait but a performative, dynamic process shaped through social interaction and Instagram’s affordances. This research contributes to a deeper understanding of authenticity as a strategic component of personal branding in the digital age.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Külkereskedelmi Kar

Tanszék

Marketing Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kommunikáció és médiatudomány

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	Authenticity, énmárka, hitelesség, Instagram, márkaépítés, Media strategies, médiastratégia, personal branding
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2025. Okt. 27. 14:21
Utolsó módosítás:	2025. Okt. 27. 14:21

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