Abstract
Social media has significantly transformed the way we communicate with each other. It is now possible to let the whole world participate in one’s own life, thus having the opportunity to easily create one’s own personal brand. In this study, we aim to explore the factors of successful personal branding activities on social media. The present paper aims to find out which aspects of personal brand identities are communicated on social media and how they affect user interaction. More particular, we look at the communication activities of five popular female musicians on the social networking site Instagram. Due to its emphasis on visuals (images and short films), Instagram is particularly suitable to analyze personal branding activities to find out why some individuals excel in creating their personal brand. From a theoretical perspective, this study contributes to the fields of personal branding and social media. From a practical perspective, this study provides important insights for social media managers, artists, and everybody who is interested in building a strong personal brand on social media. © 2019 Elsevier B.V., All rights reserved.