Document Type : .


1 Faculty of Communication Sciences and Media Studies, Islamic Azad University, Tehran Center

2 in the Department of social communication science, Tehran Central Branch, Islamic Azad University, Tehran, Iran

3 Department of Communication and Media Management. Faculty of Communication Sciences and Media Studies, Tehran Central Branch of Islamic Azad university


The increasing use of social networks and its effect on communication and interactions has created new opportunities for the use of social networks, particularly Instagram, which these days is a tool for entrepreneurs' interactions, communications and their business growth. Accordingly, the purpose of this paper is to present the entrepreneurs' personal branding model in Instagram. This paper has been conducted with a qualitative approach and grounded theory method. In this study, by theoretical and snowball sampling method, 20 entrepreneurs on instagram were interviewed, then the data analyzed and during open coding stage, 1052 basic conceptual statements, and 66 categories of axial coding and 6 main factors of selective coding, were identified. According to the results, the main phenomenon of this research is entrepreneurs' personal branding in Instagram( personal branding positioning, Create a strong brand) which has been affected by causal conditions(income increase, Cultural and Art Factors, Educational Attitude, Brand Performance Improvement), contextual factors(Structural Management, Audience Management, Brand Personality Impact), the intervening factors(inefficiency in branding, economic conditions, legal infrastructure) and through strategies(Branding techniques, identification, differentiation, brand management) lead to 4 outcomes categories(brand association, entrepreneur brand stabilization, business development, brand image) which is helpful not only for researchers but also entrepreneurs.


  1. آذین، محمدرضا؛ (1397). عوامل مؤثر بر برندسازی شخصی در رسانه‏های اجتماعی (مطالعه موردی اینستاگرام). پایان نامه کارشناسی ارشد مدیریت بازرگانی. اصفهان. دانشکده علوم اداری و اقتصاد دانشگاه شهید اشرفی اصفهانی.
  2. آرچونیانی، آرمنوش(1397). بررسی اثربخشی بازاریابی محتوای ویدئویی بر ارزش ویژه برند در شبکه اجتماعی اینستاگرام. پایان نامه کارشناسی ارشد. رشته مدیریت. تهران. دانشگاه الزهرا(س). دانشگاه علوم اجتماعی و اقتصادی
  3. اشتراوس، انسلم؛ کوربین، جولیت(1390). «اصول روش تحقیق کیفی». ترجمه بیوک محمدی. تهران. پژوهشگاه علوم انسانی و مطالعات فرهنگی.
  4. بهلول‏بندی، بهاره، 1397. «ارائه الگویی برای ارزیابی جایگاه برند شخصی». پایان نامه کارشناسی ارشد. رشته مدیریت بازرگانی. تهران. دانشکده مدیریت و حسابداری دانشگاه تهران.
  5. جعفرپیشه، خلیل، 1397. آیین برندسازی شخصی. تهران. انتشارات بازاریابی
  6. جعفری، حمید، (1397). بازاریابی انفجاری اینستاگرام. چاپ اول. تهران. انتشارات نظری.
  7. شِوِرتن، پیتر، 1390. «برندشناسی». مترجم احمد روستا و کبری سبزعلی یمقانی. چاپ اول. تهران. انتشارات کلک سیمین.
  8. زارع زاده، منصور، آذر، عادل، خدیور، آمنه، (1394). نقشه راه استراتژی در سازمان­های عمومی با رویکرد سیستم مداخلات جامع، پژوهش­های مدیریت در ایران. شماره 19، صفحات 5-2.
  9. سعیدی‏کیا، مهدی. 1388. اصول و مبانی کارآفرینی. چاپ دوازدهم. تهران. انتشارات کیا.
    • صائمیان، آذر، فقیهی‏پور، جواد(1397). برندینگ شخصی آنلاین. چاپ دوم. تهران. انتشارات دارالفنون.
    • عباسی‏فر، الناز. 1397. بررسی تأثیر بررسی تأثیر برنامه‏های کاربردی شبکه‏های اجتماعی بر اعتماد مشتریان در کسب و کارهای کوچک با نقش میانجی شهرت برند (مطالعه موردی: فروشگاه اینترنتی مدیسه). پایان نامه کارشناسی ارشد رشته مدیریت فناوری اطلاعات گرایش: سیستم‏های اطلاعاتی پیشرفته. تهران. دانشگاه پیام نور مرکز غرب تهران
    • لافورت، سیلوی. 1396. مدیریت برندها. ترجمه سید مهدی جلالی و مجید حسنی‏نژاد. تهران. انتشارات سیته
    • مشکانی، مهدی و مشکانی، مجتبی، 1394. برندسازی و فروش بیشتر به همراه شناخت آفات کسب و کار. چاپ اول. مشهد. انتشارات شاملو.
    • نایبی، محمد امین؛ موسوی، سیدحمید؛ شریفی، مانی؛ تنباکوساز، علی؛ 1391. اصول کارآفرینی و مهارت‏های کسب و کار در ایران. چاپ دوم. قزوین. انتشارات دانشگاه آزاد اسلامی.


    1. Arruda,William(2009).
    2. Blaer, M., Frost, W. & Laing, J. (2020). The future of travel writing: Interactivity, personal branding and power, Tourism Management, 77.
    1. Colliander, Jonas and Marder, Ben(2018). Snap happy’ brands: Increasing publicity effectiveness through a snapshot aesthetic when marketing a brand on Instagram. Journal of Computers in Human Behavior. Stockholm School of Economics, Sweden(43-34)
    2. Connell, Steve (2009). Personal Brand Essence. Management Books 2000 Ltd (1600).
    1. Corbin, Juliet & Strauss, Anselm(2008).Basics of Qualitative Research: Techniques and Procedures for Developing Grounded Theory(3rd ed.). Thousand Oaks, CA: Sage Publications.
    2. Dumont, G. & Ots, M. (2020), Social dynamics and stakeholder relationships in personal branding, France. Journal of Business Research, 106, 118-128.
    1. Ekhlasi, Amir; Talebi, Kambiz; Alipour, Saba (2015). Identifying the Process of Personal Branding for Entrepreneurs. Indian. Asian Journal of Research in Marketing. Vol. 4. No. 1. February 2015. pp. 100-111
    2. Englund, Alexander and Estenlun, Oskar (2015). Increase Your Employability: Personal Branding on Social Networks (A Qualitative Study on How Employers Perceive Social Media Actions When Screening Online Profiles). Bachelor of Science in Business and Economics Business Administration. Luleå University of Technology Department of Business, Administration, Technology and Social Sciences.
    1. Fredstrom, A., Peltonen, J. & Wincent, J. (2020). A country-level institutional perspective on entrepreneurship productivity: The effects of informal economy and regulation, Journal of Business Venturing.
    1. Harper, Frederic(2014). Success in Programming: How to Gain Recognition, Power, and Influence through Personal Branding. UK. Apress.
    1. Horst, Sven-Ove and Hitters, Erik(2020). Digital Media Entrepreneurship: Implications for Strategic Identity Work and Knowledge Sharing of Beginning Entrepreneurs. Nordic Journal of Media Management. Netherland. Issue 1. Department of Media and Communication, Erasmus University Rotterdam, Rotterdam.
    1. Keller, Kevin Lane, 2003. Understanding brands, branding and brand equity, USA. HENRY STEWART PUBLICATIONS. Interactive Marketing. Vol. 5 No. 1 . PP 7–20.
    2. Keller, Kevin Lane(2008) Strategic Brand Management: Building, Measuring, and Managing Brand Equity. USA. 3rd ed. Upper Saddle River, NJ: Pearson/Prentice Hall, Print.
    3. Khedher, Manel(2014). Personal Branding Phenomenon. International Journal of Information, Business and Management. Vol. 6, No. 2. 29-40.Tunis
    4. McNally, David and Speak, Carl D. 2011. San Francisco."Be Your Own Brand" Achieve More of What You Want by Being more of Who You Are. 2nd Edition. Berrett Koehler Publishers.
    5. Mukhlisiana, Lusy(2019). Urban Youngster Personal Branding through Instagram. Universitas Langlangbuana, Indonesia. International Journal of Multicultural and Multireligious Understanding Jakarta International Conference on Social Sciences and Humanities. V.6. Special Issue 1. P.54-57.
    6. Neale, Larry , Hughes, Andrew and Dann, Stephen M. (2008) Exploring the application of personal brands and opinion leadership in political marketing. Sydney. University of Western Sydney.
    1. Park, Jin; Williams, Antonio; and Son, Sungwook (2020) "Social Media as a Personal Branding Tool: A Qualitative Study of Student-Athletes’ Perceptions and Behaviors" Journal of Athlete Development and Experience: Vol. 2 : Iss. 1 , Article 4. United States
    2. Patel, Vinod N(2011). Brand management and Consumer Marketing, Oxford, Jaipu, New Delhi.
    1. Rampersad, Hubert K.(2008). A new blueprint for powerful and authentic personal branding. Performance improvement, vol. 47, no. 6, p. 34-37
    1. Saunders, M. Lewis, P. & Thornhill, A. (2009). Research Methods for Business Students. Pearson Education Limited. Fifth Edition. pp 1- 624. Shamim, A. & Butt, M.M. (2013). A critical model of brand
    1. Schawbel, Dan (2010). 4 Steps to Building Your Future. Revised edition. New York. Kaplan Publishing; Revised.
    1. Smith, Susan and Hollister, Mark(2018).Instagram Marketing: What the Top nfluencers and Brands Know That You Don't About the Hottest Social Media.
    2. Strauss, A. L, & Corbin, J. (1998). Basics of Qualitative Research: Techniques and Procedures for Developing Grounded Theory. Second Edition. California. Sage Publications, Inc. Pp 1-312.
    1. Svensson, Frida & Johansson, Evelina (2018). The Effect of Influnencer Marketing in Dense Content on Brands on Instagram. Sweden. Halmsatd University.
    2. Vilander, Jenni 2017. Personal Branding on Social Media and Social Media Based Entrepreneurship. Finland. Bachelor's Thesis. Lahti University of Applied Sciences. Faculty of Business and Hospitality Management.
    3. Wei, Nana and Yi, Xueing 2011. How to Brand Oneself Online (A Case Study about 10 Top Musicians on Facebook. Sweden. Master Thesis in Business Administration. University of Galve.
    4. Wright, Colin(2013). Personal Branding.