Every picture tells a story - exploring personal branding communication activities on social media

Baccarella C, Maier L, Eibl S, Voigt KI (2019)

Publication Type: Conference contribution

Publication year: 2019

Journal

Lecture Notes in Computer Science Springer Verlag

Publisher: Springer Verlag

Book Volume: 11579 LNCS

Pages Range: 22-33

Conference Proceedings Title: Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)

Event location: Orlando, FL US

ISBN: 9783030219048

DOI: 10.1007/978-3-030-21905-5_2

Abstract

Social media has significantly transformed the way we communicate with each other. It is now possible to let the whole world participate in one’s own life, thus having the opportunity to easily create one’s own personal brand. In this study, we aim to explore the factors of successful personal branding activities on social media. The present paper aims to find out which aspects of personal brand identities are communicated on social media and how they affect user interaction. More particular, we look at the communication activities of five popular female musicians on the social networking site Instagram. Due to its emphasis on visuals (images and short films), Instagram is particularly suitable to analyze personal branding activities to find out why some individuals excel in creating their personal brand. From a theoretical perspective, this study contributes to the fields of personal branding and social media. From a practical perspective, this study provides important insights for social media managers, artists, and everybody who is interested in building a strong personal brand on social media.

Authors with CRIS profile

Christian Baccarella Lehrstuhl für Betriebswirtschaftslehre, insbesondere Industrielles Management Lukas Maier Lehrstuhl für Betriebswirtschaftslehre, insbesondere Industrielles Management Kai-Ingo Voigt Lehrstuhl für Betriebswirtschaftslehre, insbesondere Industrielles Management

How to cite

APA:

Baccarella, C., Maier, L., Eibl, S., & Voigt, K.-I. (2019). Every picture tells a story - exploring personal branding communication activities on social media. In Gabriele Meiselwitz (Eds.), Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics) (pp. 22-33). Orlando, FL, US: Springer Verlag.

MLA:

Baccarella, Christian, et al. "Every picture tells a story - exploring personal branding communication activities on social media." Proceedings of the 11th International Conference on Social Computing and Social Media, SCSM 2019, held as part of the 21st International Conference on Human-Computer Interaction, HCI International 2019, Orlando, FL Ed. Gabriele Meiselwitz, Springer Verlag, 2019. 22-33.

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