Promotion of a Personal Brand through SMM

Student: Goncharenko Valeriya

Supervisor:

Faculty: St.Petersburg School of Economics and Management

Educational Programme: Marketing Technologies (Master)

Year of Graduation: 2018

The purpose of the master's dissertation is to determine the principles that contribute to an effective promotion strategy of personal brand in Instagram. In the first chapter of work the theoretical aspects of the definition and construction of a personal brand are discussed, next chapter presents the results of an analysis of methods and tools of promoting a personal brand through SMM. Principles of effective promotion of a personal brand in the social network (on the example of Instagram) are suggested in the final part the of the dissertation. The work presents the author's definition of the concept of “personal brand”, offers a model of developing a strategy for personal brand promoting in social networks. Based on the results of the study, the principles of building an effective strategy for promoting a personal brand in the social network Instagram are determined. Keywords: marketing, branding, personal brand, SMM, promotion, social media, social network, Instagram

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