Travel bloggers' use of Instagram and its relationship to building and marketing personal branding- Qualitative study

doi:10.21608/jsb.2022.161570.1500

Travel bloggers' use of Instagram and its relationship to building and marketing personal branding- Qualitative study

Document Type : Original Article

10.21608/jsb.2022.161570.1500

Abstract

In recent years personal brands have received great attention, especially using various social media and can be considered a tactic for celebrities and leaders in different fields as it has become an important marketing tool for individuals.
In this context, this study focused on Instagram travel bloggers and how they perceive, build, market, and maintain the concept of a personal brand, and promote themselves through content that is posted on their Instagram accounts.
The study relied on Personal Authentic Branding Model and Self-Presentation Theory, and through in-depth interviews with travel bloggers via Instagram, the results of the interviews found that each travel blogger has a unique approach and a personal brand that attracts followers and potential followers, and the personal brand can be accurately described as The process of creating an effective impression among users of social networking sites by creating content that suits their individual and social needs.

Keywords

Main Subjects

The new media

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