Κατεύθυνση Δημοσιογραφία και Νέα Μέσα
Library of the Faculties of Political Science and Public Administration, Communication and Mass Media Studies, Turkish and Modern Asian Studies, Sociology

2021-04-26

2021

Bezirianoglou Eleni

Αικατερίνη Σταυριανέα, Επίκουρος Καθηγητής, Τμήμα Επικοινωνίας και Μέσων Μαζικής Ενημέρωσης, Σχολή Οικονομικών και Πολιτικών Επιστημών

Γυναικεία επιχειρηματικότητα στο ψηφιακό περιβάλλον: Η χρήση του Instagram στη δημιουργία προσωπικού brand

Greek

Women entrepreneurship in the digital environment: The use of Instagram in creating a personal brand

Social media have altered the way people are informed and entertained, the way they communicate, consume and do business. Instrumenting one of the top social media application of the 21st century, Instagram, has offered new business opportunities for women, encouraging them with its philosophy to create their own brands. The aim of this study is to examine the consuming behavior of Instagram users, the amount of influence from influencers on their shopping intentions and the allowance of additional incentives for women to start a new business. Qualitative research was conducted via interviews of five women who are actively using Instagram platform as a business tool. At the same time, a questionnaire consisting of 26 questions was used as a research tool for the quantitative survey. The sample size was 261 people owning an Instagram profile. Women entrepreneurs were found to use widely the Instagram platform in self-branding as the audience approach is more direct and easy and creating original content equals more “follows”, which is equivalent to new promoting partnerships of brands and products, thus additional income. Despite the fact that the consuming habits of Instagram users are only slightly influenced by the influencers, it seems that gradually, a loyal audience, willing to support any new business activity of a woman they admire and relate to, is built.

Social, Political and Economic sciences

Instagram, self-branding, women entrepreneurship, social media, influencers

Yes

3

Yes

63

103

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https://pergamos.lib.uoa.gr/uoa/dl/object/2943650