Document Type : Original Article
Authors
1 Assistant Prof. in Social Communication Sciences, Islamic Azad Uni., East Tehran Branch
2 Cultural Studies & Media
Abstract
This study examined the role of Instagram in developing personal brand, from the perspective of high-consumption Iranian users in 2019. The research method was descriptive-survey and the data was collected by questionnaire. The statistical population included all high-traffic users on Instagram who have a large number of followers. The sample size was 373 high-consumption Instagram users who were selected by non-probable snowball sampling method. The theoretical framework in the field of personal brand is based on Jennifer Acker (1997) personal brand model consisting of 5 personality dimensions (honesty, excitement, competence, perfection, and tenacity). Findings showed that the use of Instagram had a significant effect on personal brand development (in terms of honesty, perfection, competence, excitement, and tenacity). Also, according to the results of multiple regression, from the users' point of view, Instagram social network among the five dimensions of personal brand, has the highest share in developing the honesty dimension with standardized beta coefficient (0.947) and the lowest share in developing personal brand competency dimension with beta coefficient Standardized (0.411).
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