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Personliga varumärken på Instagram: En studie om Instagrams roll för unga fastighetsmäklares marknadsföring av sig själva
Södertörn University, School of Social Sciences.
Södertörn University, School of Social Sciences.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Personal branding on Instagram : A study on Instagram's role in marketing of young real estate agents (English)
Abstract [en]

The tough and steadily increasing competition within the brokerage industry places greater pressure on self-marketing with the goal of distinguishing oneself from the competitors. This study examines, through a quantitative in combination with a qualitative approach, how real estate agents work with their personal brands as well as how they convey this through Instagram to distinguish themselves among the increasing number of competitors. Through a combination of a quantitative and qualitative study in the form of questionnaires and semi- structured interviews, supplementary answers are given, and the overall understanding is increased within the researched topic.

The results from the study provide both a general view of marketing and brand building at Instagram as well as a more in-depth insight into the real estate agents experience and reasoning. The conclusions that could be drawn from the results were that Instagram was mainly used as a complement to more traditional marketing increasing their own visibility and recognition factor. An Instagram account was acting as an extension of the personal brand that can digitally convey an image that creates interest and trust in customers and that Instagram functions as a type of CV where both personal and professional pages are conveyed. Trough Instagram, a real estate agent can share their personality and attributes as well as awards, sales and abilities.

Abstract [sv]

Den hårda och ständigt ökande konkurrensen inom mäklarbranschen sätter större press på marknadsföring av sig själv med syfte att utmärka sig från konkurrenterna. Denna studie undersöker, genom en kvantitativ i kombination med en kvalitativ ansats, hur fastighetsmäklare arbetar med sina personliga varumärken samt hur de förmedlar detta via Instagram för att utmärka sig bland det ökande antalet konkurrenter. Genom en kombination av kvantitativ och kvalitativ forskning i form av enkät och semistrukturerade intervjuer ges kompletterande svar och ökar den övergripande förståelsen inom det beforskade ämnet.

Resultaten från studien ger både en allmän syn på marknadsföring och varumärkesbyggnad på Instagram samt en mer djupgående inblick i fastighetsmäklares erfarenheter och resonemang. De slutsatserna som kunde dras utifrån resultaten var att Instagram främst används som ett komplement till mer traditionell marknadsföring öka sin egen synlighet och igenkänningsfaktor. Instagramkontot fungerar som en förlängning av det personliga varumärket som digitalt kan förmedla en bild som skapar intresse och förtroende hos kunder samt att Instagram fungerar som ett typ av CV där både personliga och professionella sidor förmedlas. Via Instagram kan en fastighetsmäklare dela med sig av sin personlighet och egenskaper samt utmärkelser, försäljningar och förmågor.

Place, publisher, year, edition, pages
2019. , p. 43
Keywords [en]
personal branding, Instagram, social media, real estate agent
Keywords [sv]
personligt varumärke, Instagram, sociala medier, fastighetsmäklare
National Category
Business Administration
Identifiers
URN: urn:nbn:se:sh:diva-38256OAI: oai:DiVA.org:sh-38256DiVA, id: diva2:1320906
Subject / course
Business Studies
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2019-06-10 Created: 2019-06-06 Last updated: 2019-06-10Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • harvard-anglia-ruskin-university
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  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
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Output format
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