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Visualizing brand personality and personal branding: Case analysis on Starbucks and Nike's brand value co-creation on Instagram.

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Visualizing brand personality and personal branding: Case analysis on Starbucks and Nike's brand value co-creation on Instagram./
Author:	Chang, Chia Yu.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2014,
Description:	82 p.
Notes:	Source: Masters Abstracts International, Volume: 76-04.
Contained By:	Masters Abstracts International76-04.
Subject:	Communication. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1565883
ISBN:	9781321219340

Visualizing brand personality and personal branding: Case analysis on Starbucks and Nike's brand value co-creation on Instagram.
Chang, Chia Yu.

Visualizing brand personality and personal branding: Case analysis on Starbucks and Nike's brand value co-creation on Instagram. - Ann Arbor : ProQuest Dissertations & Theses, 2014 - 82 p.

Source: Masters Abstracts International, Volume: 76-04.

Thesis (M.A.)--The University of Iowa, 2014.

This item must not be sold to any third party vendors.

This general purpose of this qualitative study is to investigate how businesses and consumers are co-creating brand value on social media by sharing photos on Instagram. The main focus is two-fold, one is to look at how corporations like Nike and Starbucks are utilizing Instagram to engage customers; another is to look at how customers presenting brand images and identify with brand personalities. This research analyzed 238 customer-created images and 62 corporate-created Instagram images using a hybrid method of qualitative content analysis and thematic analysis as an empirical way to explore the big picture of this new and understudied topic. The data was collected through Keyhole and Statigram, two online social media analytical tools. The analysis of the data shows overall positive brand image sharing among customers, implicit, indirect tactics in companies' official image sharing, and customers' use of brand as a way to promote and express themselves. Overall, customers' brand value co-creation practice on Instagram focus heavily on the individuals' self expression rather than brand community building. The study also discovered valuable themes of the use of selfies and the self-directed sarcasm among Instagramers who share brand images. The findings showed an overall decentralizing brand value co-creation process and that marketers today will face more and more challenges in controlling and managing a consistent brand image. The study contributes to the understanding of visual communication and the new marketing paradigm in a visual centric digital culture.

ISBN: 9781321219340Subjects--Topical Terms:

556422
Communication.
Subjects--Index Terms:

Brand value

Visualizing brand personality and personal branding: Case analysis on Starbucks and Nike's brand value co-creation on Instagram.
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500 $a Source: Masters Abstracts International, Volume: 76-04.
500 $a Publisher info.: Dissertation/Thesis.
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502 $a Thesis (M.A.)--The University of Iowa, 2014.
506 $a This item must not be sold to any third party vendors.
520 $a This general purpose of this qualitative study is to investigate how businesses and consumers are co-creating brand value on social media by sharing photos on Instagram. The main focus is two-fold, one is to look at how corporations like Nike and Starbucks are utilizing Instagram to engage customers; another is to look at how customers presenting brand images and identify with brand personalities. This research analyzed 238 customer-created images and 62 corporate-created Instagram images using a hybrid method of qualitative content analysis and thematic analysis as an empirical way to explore the big picture of this new and understudied topic. The data was collected through Keyhole and Statigram, two online social media analytical tools. The analysis of the data shows overall positive brand image sharing among customers, implicit, indirect tactics in companies' official image sharing, and customers' use of brand as a way to promote and express themselves. Overall, customers' brand value co-creation practice on Instagram focus heavily on the individuals' self expression rather than brand community building. The study also discovered valuable themes of the use of selfies and the self-directed sarcasm among Instagramers who share brand images. The findings showed an overall decentralizing brand value co-creation process and that marketers today will face more and more challenges in controlling and managing a consistent brand image. The study contributes to the understanding of visual communication and the new marketing paradigm in a visual centric digital culture.
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