Self Branding on Social Media In the Music Industry

Absztrakt (kivonat)

The accelerated economic and social processes of the second half of the 20th century also resulted in a marked change in the approach to marketing. The legitimacy of the promotion-centric approach can no longer be justified nowadays, the complex interpretation and implementation of marketing, the well-thought-out and logically structured strategy can be the key to increasing competitiveness. The service sector, which can extract an increasing share of the total revenue of national economies, has undergone a particularly significant paradigm shift in recent times. Previously prevailing theses that questioned its right to existence of service marketing autonomy have become obsolete, as the analysis of practice and day-to-day activities has revealed that product marketing increasingly relies on service-specific marketing tools. In the first stage of the thesis, the writer presents the specifics of services as well as service marketing through the description of the literature, and then examines the factors of modern service marketing. After describing the factors of online marketing that are generally accepted and spreading nowadays, the writer examines the role of social media in brand building and self - branding processes. The World Wide Web, including social media platforms, can be described as decisive in terms of modern marketing, and in addition to economic actors, entertainment industry players and other celebrities also use it in the design and development of their own brand. In the practical phase of the dissertation, the writer sheds light on the connection points of social media and self-branding, the role of the World Wide Web and social networking in branding, through the analysis of interviews with performers and representatives of the entertainment industry. Having the theoretical knowledge and practical experience gained during the processing of the literature, the writer draws conclusions and makes suggestions on ways to increase the effectiveness of marketing activities. In the digital age, there are many opportunities that make it easier to stay in touch, reach out and persuade potential consumers. In most cases, the results of research examining the effectiveness of persuasion pathways indicate that the use of direct pathways that stimulate cognitive thinking can have a deeper and stronger impact, and opinions and attitudes can be influenced to a greater extent. At the same time, results were obtained during the studies, according to which the processes of influence and persuasion are determined by the age characteristics and motivations of the subjects, and in some cases also by intelligence and education. Based on the results of the research, it can be concluded that market segmentation can also be decisive in the processes of self-branding. Significant changes have taken place in the entertainment industry as a result of technical and technological developments. Not only have the characteristics of the sector changed, adapting to the tastes and expectations of the growing generations, but there is also a radical transformation in the field of marketing. Performing on television channels, which is practically a status symbol for performers, is still a measure of popularity and popularity today, but at the same time the digital media has become the scene of everyday communication. Consumer habits are already developing among new generations along new principles and practices, the determining factor of which is info communication and the use of digital devices. Thus, during the implementation of marketing communication and self-branding processes, the World Wide Web, including social media, has a key role. During the processing of the literature, it was found that due to the specifics of the services, marketing, especially communication, requires unique, individual solutions. The statement is especially true in the case of self-branding, as in the process, the creator of her own brand strives to communicate her individuality in such a way as to gain followers, potential consumers. In self-branding processes, the product is not only the service that the brand developer offers to consumers, but to a significant extent itself is an integral part of it. The development of the elements of self-branding is the basis of the marketing strategy, so practically the other elements are developed based on it. In summary, one of the most important experiences of my dissertation is that during the processes of self-branding, communication of interest to individual and potential audience members can be effective and efficient, even if the emphasis on emotional elements is greater.