فاطمه روستا

Iranian women bloggers and personal branding on Instagram (Case study: Fashion bloggers)

In this study, a group of Iranian women bloggers who use Instagram as a tool to create and develop their personal brands are investigated. This study aims to explore the perception of successful women bloggers' branding methods and how they use Instagram to build and maintain their personal brands. Additionally, this study aims to explain the roles that Instagram has played in transforming ordinary women into fashion and style bloggers. Another objective of this research is to investigate how women bloggers introduce themselves and what roles they consider for themselves. Furthermore, in order to gain a deeper understanding of the mentioned phenomena, the interaction between Iranian women bloggers and their audiences and customers is also considered. Netnography is the chosen method for this research. Netnography is a qualitative method that can be combined and compared with other research methods. And its effectiveness as a qualitative method is similar to ethnography, based on the need for human and personal presence, but is online. In other words, netnography is a form of ethnography that refers to the use of ethnographic methods on the internet. To accomplish this work, we conducted semi-structured interviews with ۱۴ women fashion bloggers who had a personal brand, focusing on the main research questions, and to increase the credibility of the data and gain a deeper understanding of the actions of the targeted bloggers, we also interviewed ۱۵ individuals who followed the pages of fashion bloggers. The data were analyzed using thematic analysis. Parallel to the interviews, ۴۰ bloggers (including those who participated in the interviews) were observed for two months, and their methods and types of activities for personal branding were studied. The results of the research showed that Instagram has provided women with the opportunity to start their own businesses with minimal cost and resources, learn through their activities, and gradually expand and pursue their professional activities. An opportunity that was previously less available to women due to the economic and social structures of the country. Furthermore, the findings showed that contrary to preconceptions, the goal of personal branding for women is not "fame," but rather the type and quality of recognition that they receive is a top priority. Working in a specialized field, creativity, and sincere and intimate interaction with the audience are values that women bloggers have tried to convey through personal branding.

Keywords: blogging, women bloggers, netnography, personal branding, digital business

Iranian women bloggers and personal branding on Instagram (Case study: Fashion bloggers)

In this study, a group of Iranian women bloggers who use Instagram as a tool to create and develop their personal brands are investigated. This study aims to explore the perception of successful women bloggers' branding methods and how they use Instagram to build and maintain their personal brands. Additionally, this study aims to explain the roles that Instagram has played in transforming ordinary women into fashion and style bloggers. Another objective of this research is to investigate how women bloggers introduce themselves and what roles they consider for themselves. Furthermore, in order to gain a deeper understanding of the mentioned phenomena, the interaction between Iranian women bloggers and their audiences and customers is also considered. Netnography is the chosen method for this research. Netnography is a qualitative method that can be combined and compared with other research methods. And its effectiveness as a qualitative method is similar to ethnography, based on the need for human and personal presence, but is online. In other words, netnography is a form of ethnography that refers to the use of ethnographic methods on the internet. To accomplish this work, we conducted semi-structured interviews with ۱۴ women fashion bloggers who had a personal brand, focusing on the main research questions, and to increase the credibility of the data and gain a deeper understanding of the actions of the targeted bloggers, we also interviewed ۱۵ individuals who followed the pages of fashion bloggers. The data were analyzed using thematic analysis. Parallel to the interviews, ۴۰ bloggers (including those who participated in the interviews) were observed for two months, and their methods and types of activities for personal branding were studied. The results of the research showed that Instagram has provided women with the opportunity to start their own businesses with minimal cost and resources, learn through their activities, and gradually expand and pursue their professional activities. An opportunity that was previously less available to women due to the economic and social structures of the country. Furthermore, the fi