Online Brand Building for International Professional Models
Naakka, Enni (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023052313496
https://urn.fi/URN:NBN:fi:amk-2023052313496
Tiivistelmä
This bachelor’s thesis researches how professional models market themselves within the international fashion markets. By focusing on social media and especially to two social media platforms Instagram and TikTok. The aim of this thesis is to find a solution on, how and why social media platforms are useful in the fashion industry, and finding out, how social media platforms Instagram and TikTok help improve professional models’ career. The research question was: How fashion models build their brand and network on social media? Research question was divided into four investigative questions that are: IQ 1. How to build a personal online brand? IQ 2. What are the reasons, why social media marketing is important? IQ 3. How do models co-operate with agents and agencies? IQ 4. What are the benefits of Instagram and TikTok, regarding marketing and branding?
The research was non-commissioned. Qualitative, and secondary research were the empirical part of this thesis. Qualitative research was in a form of interviews. The theoretical framework was created, and divided into five theoretical bases: Brand Building, Personal Social Media Branding, Social Media Marketing, Cooperation between models & agencies and Instagram & TikTok as branding Tools for Networking. The sources were collected from documents, interviews, and multiple different online sources, including articles, journals, and books.
The results indicated that Instagram and TikTok are extremely important for growing international professional models’ career. When done right, model gets a job based on their social media performance. The more engagement they have on social media, the better the opportunities are. Agency or brand has seen them on social media, and they have been booked for a campaign, or a job in general. By succeeding, one could be able to get more following on social media, secondly, to be signed to new agencies abroad, thirdly, to get jobs and direct bookings based on their social media and lastly, to get more contacts. Frequent posting helps to achieve the largest possible audience and have more engagement real time. For future research, different social media platforms could be researched, and to find out which platforms help model’s career grow.
The research was non-commissioned. Qualitative, and secondary research were the empirical part of this thesis. Qualitative research was in a form of interviews. The theoretical framework was created, and divided into five theoretical bases: Brand Building, Personal Social Media Branding, Social Media Marketing, Cooperation between models & agencies and Instagram & TikTok as branding Tools for Networking. The sources were collected from documents, interviews, and multiple different online sources, including articles, journals, and books.
The results indicated that Instagram and TikTok are extremely important for growing international professional models’ career. When done right, model gets a job based on their social media performance. The more engagement they have on social media, the better the opportunities are. Agency or brand has seen them on social media, and they have been booked for a campaign, or a job in general. By succeeding, one could be able to get more following on social media, secondly, to be signed to new agencies abroad, thirdly, to get jobs and direct bookings based on their social media and lastly, to get more contacts. Frequent posting helps to achieve the largest possible audience and have more engagement real time. For future research, different social media platforms could be researched, and to find out which platforms help model’s career grow.