Strategic communication studies

Strategic communication studies

Identifying the model of using social networks for personal and professional branding based on individual competencies (case study: Instagram)

Document Type : Original Article

Authors
helen hedeshian 1
Seyed AhmadReza Dastghib 2
Keramatollah Rasekh 3
1 Ph.D student of communication Sciences ،Department of Communication Sciences, Faculty of Law and Human Sciences, Shiraz Branch, Islamic Azad University, Shiraz, Iran
2 Assistant Professor, Department of Political Science, Faculty of Law, Theology and Political Science, Research Science Unit, Islamic Azad University, Tehran, Iran (Corresponding Author)
3 Associate Professor, Department of Sociology, Faculty of Humanities, Jahrom Branch, Islamic Azad University, Jahrom, Iran
10.22034/rcc.2024.2015733.1118
Abstract
Abstract
This research aimed to identify the model of using social networks (Instagram) for personal and professional branding based on individual competencies. It employs a qualitative method involving in-depth interviews with 20 media branding experts until it reaches theoretical saturation. The data was analyzed using the grand theory method and Max Kyuda software. The research findings include 120 primary codes with 263 repetitions in 28 subcategories. The findings showed that the use of Instagram in personal and professional branding could be explained in 5 subcategories: the ease of brand development, the possibility of access to an expanded society, the ease of communication with the audience and advertising, the ability to be free of time and place, and fundamental changes in the business environment. The indicators of using Instagram in branding have been identified as 6 sub-categories: teamwork, content marketing, marketing, validation, influencer marketing, and virality. The infrastructure of using Instagram in personal branding was categorized into 3 sub-categories: legal infrastructures, equipment and facilities, and technology and communication. Disturbing factors in using Instagram in personal branding were organized under 4 subcategories: unsuitable infrastructure, security threats, lack of payment gateways, and lack of legal protection. Appropriate strategies for using Instagram in personal branding were presented as 6 subcategories: virtual space techniques, structural management, brand and audience, identity building, and creativity. Finally, the consequences of using Instagram in personal branding were presented as 4 sub-categories: establishing the entrepreneur's brand, business development, improving relations with customers, and increasing brand awareness.
Keywords
Social network
Instagram
Personal and professional branding
Individual competence

Subjects

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  • Receive Date 19 March 2024
  • Revise Date 09 July 2024
  • Accept Date 09 July 2024