Problematics of personal branding in social media – an individual-level analysis

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School of Business | Bachelor's thesis
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Date
2018
Major/Subject
Mcode
Degree programme
Markkinointi
Language
en
Pages
38
Series
Abstract
This literature review studies possible problematics of personal branding in social media on an individual level. Furthermore, a critical discussion of the highly popular and heavily implemented practice, but academically only little studied phenomenon of personal branding is provided. To study the motives behind personal branding and to understand the problematics it may encompass, a trajectory of its evolution is first provided. Research areas in marketing, consumer research, psychology, sociology and computer-mediated communication science are examined and combined in order to bridge the gap in critical discussion of personal branding. This thesis uncovers how far personal branding has developed from its early purpose, shifting its focus increasingly more to ordinary people and to their professional and social aspirations. Consequently, three possible problem areas concerning individuals are identified; the effect of personal branding on one’s identity and problematics with self-commodification, social comparison accelerated by personal branding and finally increased privacy issues. Further growth and popularity of personal branding is expected and therefore, the subject insists more discussion in academic studies.
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Thesis advisor
Mikkonen, Ilona
Keywords
personal branding, self-branding, online personal branding, social media, computer-mediated communication, social comparison
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