Abstract

This study aimed to understand the practices social media influencers (SMIs) use to create a self-brand, maintain their status and secure financial gain. This study pinpoints a framework by which further research on SMIs and their self-branding practices can be conducted. The framework explored factors of self-branding like relatability, consistency and authenticity which are used by SMIs to maintain their brand and influence audience perception. Through the production of these pillars of self-branding, this research project seeks to add to existing research on digital labor, self-branding and celebrity studies. This project was conducted through case studies of three prominent SMIs and their production of consistency, authenticity and reliability. Through these three practices, one will better understand the implications of SMIs within their own industry, how they make their fortunes and how these practices can be implemented by anyone seeking to engage with this career path.

Advisor

Nikoi, Nii

Department

Communication Studies

Disciplines

Communication Technology and New Media | Mass Communication | Public Relations and Advertising | Social and Behavioral Sciences | Social Influence and Political Communication | Social Media

Keywords

influencers, self-branding, relatability, consistency, authenticity, digital labor

Publication Date

2022

Degree Granted

Bachelor of Arts

Document Type

Senior Independent Study Thesis

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