Graduation Year


Document Type




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.


digital entrepreneur, grounded theory, social media, branding practices


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.