معايير بناء العلامة الذاتية عبر الشبكات الاجتماعية : دراسة سميولوجية على مؤثري انستجرام

الملخص EN

The study explored how the influencers build their personal brand on Instagram and the main criteria of their brand.

Besides, the study analyzed the role of some factors in personal branding including traditional brands promotion, building alliances between influencers, co-creation, and storytelling.

The study is based on semiotic analysis and the authentic personal branding model.

The study sample was purposive & comprised of 1210 posts for 3 Egyptian influencers on Instagram from 1 Jan 2019 – 31 Dec 2019.