Stakeholder perspective to personal brand value in social media: turning the gaze from the self to the others

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master_Strömsholm_Johanna_2017.pdf (1.04 MB)

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School of Business | Master's thesis
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Date

2017

Department

Johtamisen laitos

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Mcode

Degree programme

Corporate Communication

Language

en

Pages

106

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Abstract

The objective of the study was to introduce the stakeholder perspective into the field of personal branding. The research problem was to find out, how the value of a personal brand is defined by its stakeholders. This problem was addressed from two research angles. First, the study was set to determine how the value of a personal brand is described by its stakeholders. Second, the study aimed to reveal how and why do the stakeholders participate in the value co-construction of personal brands in social media. The research was conducted using mixed methods. A quantitative online survey with open-ended questions was conducted to communication professionals in Finland, in order to get an overview of stakeholder perceptions of personal brand value within one professional field. Twitter accounts of the most valued personal brands, according to the survey, set the scene for the second research method, content analysis, revealing the various ways of stakeholder participation in value co-construction. The concept of social brand value (Dennhardt, 2014) was used as the theoretical lens to the analysis of the potential motives of individuals to participate in personal brand value co-construction. The study showed that stakeholder involvement has paramount importance for personal branding. Individuals assess the value of other people’s brands in terms of the brand authenticity, uniqueness and identification, communication, as well as on the basis of the perceived personal benefits. Individuals contribute to each other’s personal brands by participating in social interaction in various ways: both quantity and perceived quality of communication around personal brands seem to have a crucial effect on their perceived value. The personal brand owner has a special role in feeding and facilitating interaction, and thus, keeping the brand alive. The ongoing and active interaction provides the participants social brand value (identity value, communal value and informational value, Dennhardt, 2014) that serves their fundamental human needs and thus motivates them to engage in value exchange. The study introduces a paramount shift to personal branding, both as a field of research and practice. As an alternative to the individualistic, inside-out model dominant in the field, this study introduces an outside-in perspective, perceiving personal branding not only as output of but also as input for identity work and self-development. The study proposes that the success of personal branding is based on the individuals’ ability to deliver value primarily to others, and to evoke positive reactions among them. As a practical implication of the study, individuals need to acknowledge that personal branding is an on-going process of interaction, the effectiveness of which requires time and effort – not only in continuous self-development but also in compelling and credible communication.

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Thesis advisor

Eräranta, Kirsi

Keywords

international business communication, co-constructive personal branding, social media, social brand value

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https://urn.fi/URN:NBN:fi:aalto-201705304965

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[gradu] Kauppakorkeakoulu / BIZ