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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/4325

Title: Study for personal branding strategy on Sina Weibo: A Case Study of Xijingmudan
Authors: Yiting Jiang
Keywords: Personal branding strategy
Internet celebrities
Sina Weibo
Issue Date: 2020
Publisher: Bangkok University
Abstract: The main purpose of this study is to explore the personal brand strategy on Sina Weibo, taking Xijingmudan's strategy of building a personal brand as an example. This paper uses a qualitative content analysis method to analyze 50 original videos and 110 original pictures provided by Sina Weibo of Xijingmudan. The results show that the personal brand construction of Xijingmudan is divided into three stages: establishing a personal brand, implementing a personal brand and maintaining a personal brand. Through the analysis of empirical materials, it is found that there are three strategies corresponding to the video content of Xijingmudan: 1. Establish a clear brand image and identity; 2. Increase brand meaning and competitive advantage; 3. Interact with the audiences. Moreover, the key elements presented in the relevant content are also indispensable, such as name, symbol, performance style, props, femininity, etc. Based on these findings, this study proposes a personal brand strategy model of Xijingmudan, which shows that it is a complex and long-term process to build a personal brand on Sina Weibo. In this process, all elements of brand development need to be configured and arranged to create a strong and comprehensive personal brand. Therefore, this research has a certain theoretical contribution and guiding significance to the personal brand building of Sina Weibo.
Description: Independent Study (M.Com.Arts)--Global Communications, Graduate School, Bangkok University, 2019
Subjects: Branding (Marketing)
Brand name products
Brand choice
Advisor(s): Tiwa Park
URI: http://dspace.bu.ac.th/jspui/handle/123456789/4325
Appears in Collections:Independent Studies
Independent Studies - Master

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