Psychological strategies in social media marketing focus on personal brand: Case company X
Kivimäki, Taru (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025051512283
https://urn.fi/URN:NBN:fi:amk-2025051512283
Tiivistelmä
The objective of this thesis was to explore how psychological strategies can be used to develop a small business's social media marketing and strengthen its personal brand, focusing mainly on Instagram platform. The study was conducted as a qualitative case study for Case Company X, a one-person wellness business. The theoretical framework included social media marketing, personal branding, consumer behaviour, and psychological marketing strategies such as storytelling, social proof, effects of emotions and subconscious mind, FOMO (fear of missing out), community, value, visual identity, CTA’s and consistency.
The research was done with using structured interviews with the entrepreneur and selected Instagram followers from different age groups. Analysing the data, thematic analysis was used. Marketing recommendations were created to support the company's content production and marketing strategy.
The study found that authenticity, emotional storytelling, and creating a sense of community are crucial for engagement and brand loyalty on social media. Short and clear Instagram reel videos were noted as effective tools, especially among younger followers. The research concludes that small businesses can help strengthen their social media presence and customer loyalty by applying psychological strategies that fit to their target audience consistently.
The research was done with using structured interviews with the entrepreneur and selected Instagram followers from different age groups. Analysing the data, thematic analysis was used. Marketing recommendations were created to support the company's content production and marketing strategy.
The study found that authenticity, emotional storytelling, and creating a sense of community are crucial for engagement and brand loyalty on social media. Short and clear Instagram reel videos were noted as effective tools, especially among younger followers. The research concludes that small businesses can help strengthen their social media presence and customer loyalty by applying psychological strategies that fit to their target audience consistently.