”Palla spela en roll varje dag” - En kvalitativ studie om bloggares personliga varumärke ur ett socialpsykologiskt perspektiv

Detta är en Kandidat-uppsats från Lunds universitet/Institutionen för strategisk kommunikation

Sammanfattning: “Why bother playing a role everyday” A qualitative study about bloggers’ personal brand from a social psychological perspective. Due to the growth of social media and the digitalization of society, personal branding has become an unavoidable action the last decade. Researchers within the field of personal branding and brand communication argue that branding can be applied according to linear courses of activity. To build a strong brand, there is a need for consistency. Still, scholars within the field of social psychology are convinced that consistency regarding identity is rather non-existent. A group that is particularly affected by this phenomenon is the bloggers, who professionally work with their personal brands daily. The aim of this study is to analyse and problematize the relation between these two fields and how the communication of the personal brand is affected by social psychological factors. More exactly, this thesis concerns how a consistent brand can be put in contrast to a fragmented identity. The goal is to provide the field of strategic communication more knowledge and depth through adding a new perspective. The material was collected through semi-structured interviews with seven bloggers about identity and personal brand communication. The result of the study conveyed that the communication is highly affected by social psychological factors such as integrity and role expectations. The result also revealed that the demand of consistency is experienced differently depending on high or low integrity, which determines how much the person is willing to share, and whether the content is differentiated or focused.

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