استخدام مدوني السفر لموقع إنستغرام وعلاقته ببناء وتسويق العلامة التجارية الشخصية Personal Branding- دراسة كيفية

نوع المستند : المقالة الأصلية

المؤلف

قسم العلاقات العامة ،کلية الإعلام ، جامعة بنى سويف

المستخلص

      حظيت العلامات التجارية الشخصية في السنوات الأخيرة باهتمام كبير خاصة من خلال استخدام وسائل التواصل الاجتماعي المختلفة؛ ويمكن اعتبارها تكتيكًا للمشاهير والقادة في المجالات المختلفة، حيث أصبحت أداة تسويقية مهمة للأفراد.
     في هذا السياق ركَّزت هذه الدراسة على مدوني السفر على موقع إنستغرام، وكيفية إدراكهم وبنائهم لمفهوم العلامة التجارية الشخصية، وتسويقها، والحفاظ عليها، والترويج لأنفسهم من خلال المحتوى الذي يتم نشره على حساباتهم على موقع إنستغرام.
اعتمدت الدراسة على نموذج بناء العلامة الذاتية الأصيلة  Personal Authentic Branding Modelونظرية التقديم الذاتي Self-Presentation Theory ومن خلال المقابلات المتعمقة مع مدوني السفر عبر موقع إنستغرام توصلت نتائج المقابلات إلى أن كل مدون سفر لديه نهج فريد وعلامة تجارية شخصية تجذب المتابعين والمتابعين المحتملين، ويمكن وصف العلامة التجارية الشخصية بدقة على أنها عملية خلق انطباع مؤثر لدى مستخدمي مواقع التواصل الاجتماعي، من خلال إنشاء المحتوى الذي يناسب احتياجاتهم الفردية والاجتماعية.

الكلمات الرئيسية

الموضوعات الرئيسية


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