Shava Sofy -Personal branding on Instagram
Omar, Rahand (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020052513570
https://urn.fi/URN:NBN:fi:amk-2020052513570
Tiivistelmä
This thesis examines the personal branding of Instagram influencer Shava Sofy. The over-all focus and objective of this thesis revolved around the re-established personal brand, and how the follower base would perceive the change from Home of Sneakers to Shava Sofy.
A qualitative approach was applied for this thesis. The qualitative research method was picked for this thesis, due to the necessity of understanding the consumer perception of the brand. With the recent brand change, it was important to understand why people follow the brand, and what new opportunities would the brand name change bring to the table.
The theoretical framework introduces the honeycomb model, influencer marketing, a framework about Instagram, and branding concepts. Both primary and secondary infor-mation was collected during the research process. The primary data was acquired with an online survey, and by discussing the matter with the founder. The secondary data was col-lected through published articles and books that would build up the theoretical framework. This would eventually support the survey, and the analysis of the results.
In the last chapter, the data from the online survey was presented and analyzed connecting it to the theoretical framework. The reliability and validity of the research will be presented, as well as the recommendation for future studies and personal learnings from this thesis. The thesis will be concluded with thoughts about personal branding and what can a change within a brand cause.
A qualitative approach was applied for this thesis. The qualitative research method was picked for this thesis, due to the necessity of understanding the consumer perception of the brand. With the recent brand change, it was important to understand why people follow the brand, and what new opportunities would the brand name change bring to the table.
The theoretical framework introduces the honeycomb model, influencer marketing, a framework about Instagram, and branding concepts. Both primary and secondary infor-mation was collected during the research process. The primary data was acquired with an online survey, and by discussing the matter with the founder. The secondary data was col-lected through published articles and books that would build up the theoretical framework. This would eventually support the survey, and the analysis of the results.
In the last chapter, the data from the online survey was presented and analyzed connecting it to the theoretical framework. The reliability and validity of the research will be presented, as well as the recommendation for future studies and personal learnings from this thesis. The thesis will be concluded with thoughts about personal branding and what can a change within a brand cause.