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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/2795

Title: Papi Jiang’s Personal Branding Strategy on Sina Weibo
Authors: Xu Jiayu
Keywords: Branding
Social media
Web celebrity
Issue Date: 2017
Publisher: Bangkok University
Abstract: The purpose of this research is to examine how Papi Jiang builds her person-brand on Sina Weibo and analyze any tactic that sustains the person-brand on Sina Weibo. Sina Weibo is a very representative social media in China and it provides opportunity for many individuals and companies to promote themselves. Papi Jiang is one of the web celebrities who becomes famous on Sina Weibo, and she plays a representative role in personal branding on Social networks. The research collects 45 pieces of original videos from Papi Jiang’s Weibo to do content analysis.The study analyzes different stages of personal branding strategy based on Keller’s brand resonance pyramid: brand identity, brand meaning, response and relationships. The analysis of the empirical material revealed that there are three main tactics across the content of Papi Jiang’s video. That is: create strong brand awareness, establish POPs and PODs, and strengthen relationships with viewers.
The findings reveal that name, slogan, features and characteristic of the contents, personality and personal value, and encouraging interaction can be understood as the key elements of personal branding addressed in the contents presented by the person-brand on Sina Weibo.
A new model of personal branding strategy on Sina Weibo: Papi Jiang’s person-brand pyramid is proposed: 1) establishing the brand identity—an original video maker on Sina Weibo; 2) creating the appropriate brand meaning—a grass-root web celebrity who produce original video content; 3) eliciting the right brand responses—except for being critical via satire and funny, “Papi Jiang” is a web celebrity with positive energy and unique value; 4) forging appropriate brand relationships with the viewers—for endorser, “Papi Jiang” is a web celebrity who has professional competence for the promotion of creative products and brands with advertising contents, for the fans,“Papi Jiang” is a web celebrity who concentrates on making video. Thus, this study can serve as a contribution to personal branding on Sina Weibo both theoretically and practically.
Description: Independent Study (M.Com.Arts)--Global Communications, Graduate School, Bangkok University, 2017
Advisor(s): Pablo Henri Ramirez
URI: http://dspace.bu.ac.th/jspui/handle/123456789/2795
Appears in Collections:Independent Studies
Independent Studies - Master

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