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In the borderland between personal and corporate brands: the case of professional bloggers
Stockholm University, Faculty of Social Sciences, School of Business.
2013 (English)In: Journal of Global Fashion Marketing, ISSN 2093-2685, Vol. 4, no 2, 112-127 p.Article in journal (Refereed) Published
Abstract [en]

A common feature of studies in the fields of personal branding and self-marketing has been the use of a labour market setting as their point of departure. As a result, studies have identified several challenges in the borderland between personal brands and corporate brands. However, more knowledge is needed concerning personal branding in an entrepreneurial context. This article seeks to explain how personal brands materialise in a process in which individuals engage in entrepreneurial ventures over time. Studying three professional bloggers in Sweden, the paper shows how these individuals have all engaged in personal branding efforts and, over the years, have become entrepreneurs operating several business ventures. This article shows how personal branding efforts can generate competitive advantages for individuals undertaking entrepreneurial ventures. Furthermore, it argues why conditions for individuals to engage in personal branding might be more favourable in an entrepreneurial context than in a labour market setting.

Place, publisher, year, edition, pages
2013. Vol. 4, no 2, 112-127 p.
Keyword [en]
personal branding, personal brand, entrepreneurship, corporate branding, blogging
National Category
Business Administration
URN: urn:nbn:se:su:diva-91011DOI: 10.1080/20932685.2013.763474OAI: diva2:629678
Available from: 2013-06-17 Created: 2013-06-17 Last updated: 2013-12-23Bibliographically approved
In thesis
1. Commercialising social media: a study of fashion (blogo)spheres
Open this publication in new window or tab >>Commercialising social media: a study of fashion (blogo)spheres
2014 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

A common characteristic of the theoretical developments within the field of social media marketing is that activities to which consumers devote themselves in social media settings shift power from firms to consumers. Extant literature has therefore analysed the practices of consumers within social media and their potential implications for marketing. The current state of social media, however, suggests that these settings are undergoing a process of transformation. Although social media were initially characterised as non-commercial in nature, firms have started to manage interactions within these digital landscapes. From initially being characterised by its social base, this development implies that social media have become increasingly commercialised.

The aim of this dissertation is to expand the literature on social media by describing the process through which they evolve from their initially social character to a commercial utility. More specifically, it seeks to develop a conceptual framework that captures the role of marketing processes that lead to the commercialisation of these spheres. This is done mainly through a netnographic study of the Swedish fashion blogosphere in order to explain how and why consumers and professionals interact, organise, create and appropriate commercial values in the fashion blogosphere.

Drawing on theory of spheres, this dissertation proposes a sphereological understanding of social media that expands the role of marketing. It is suggested that social media may be understood as a collection of micro-spheres that, together, comprise a densely connected foam of spatiality and place. In these spheres, consumers, together with commercial actors, take part in practices that become increasingly commercial. In that sense, marketing takes the roles of navigating social media in search of symbolic meanings of value, and of affecting, negotiating and redefining atmospheres of places in the social media landscape.

Place, publisher, year, edition, pages
Stockholm: School of Business, Stockholm University, 2014. 95 p.
social media, commercialisation, marketing, fashion, blogs, spheres
National Category
Business Administration
Research subject
Business Administration
urn:nbn:se:su:diva-97998 (URN)978-91-7447-769-6 (ISBN)
Public defence
2014-02-13, Gröjersalen, hus 3, Kräftriket, Roslagsvägen 101, Stockholm, 10:00 (English)

At the time of the doctoral defense the following paper was unpublished and had the status as follows. Paper 2: Accepted.

Available from: 2014-01-22 Created: 2013-12-22 Last updated: 2014-11-20Bibliographically approved

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