Graduation Year
2019
Document Type
Thesis
Degree
M.A.
Degree Name
Master of Arts (M.A.)
Degree Granting Department
Mass Communications
Major Professor
Artemio Ramirez Jr., Ph.D.
Committee Member
Travis Bell, Ph.D.
Committee Member
Kelli S. Burns, Ph.D.
Keywords
digital entrepreneur, grounded theory, social media, branding practices
Abstract
Personal branding on social media is a growing and expanding field. The present research works to uncover the processes and practices of womenpreneurs and the ways in which they utilize social media, specifically Instagram, to build and maintain their personal brands. Grounded theory is used to underpin the research and provide a basis of which the study is conducted. The review of literature provides the context necessary to support the methods of a content analysis and semi-structured interviews. There is a gap in research as it pertains to the conceptualization of personal branding practices on Instagram and the present study works to build a bridge to understanding these practices. Online presentation of the self is an expanding body of research in academia, and the present research works to contribute new knowledge surrounding the exploitation of the most popular visually based social media platform Instagram to create and maintain successful personal brands.
Scholar Commons Citation
Nuñez, Michelle N., "Womenpreneurs in a Digital Environment: Utilizing Instagram to Build a Personal Brand" (2019). USF Tampa Graduate Theses and Dissertations.
https://digitalcommons.usf.edu/etd/7874
