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Understanding Self-Branding in the Digital Age: Insights for Swedes
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
2019 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Problem: A changing economy bears many implications; precarity within employment, the restructuring of concepts, management of activities and the employment of tools reinforcing security. As a measure to procure and preserve employment in the modern market self- branding has been proposed. The value a brand has today is multifaceted and has proven to aid not only businesses and corporations but individuals as well. However, as self-branding is contingent on the precariousness of the changing economy, previous literature has focused on strategies and implications for the self-employed and failed to mention ramifications for the ‘traditionally employed.’ Furthermore, previous literature is lacking with regard to the Swedish employment market and the incorporation of potential cultural influences.

Purpose: The scope of this research is two-fold, of both an explanatory and exploratory nature. This research seeks to explain, understand and investigate the Swedish employment market with regard to self-branding and identify possible influences. As well as, uncover new insights and explore the significance of self-branding for Sweden's ‘traditionally employed.’

Method: This research adopted a qualitative approach, conducted 10 semi-structured interviews and implemented a thematic analysis to interpret the empirical findings and answer the research questions. The findings were later analysed in accordance with previous literature.

Results: The results identify to major concepts of significance with regards to the strategy of self-branding. Swedes must consider their purpose and authenticity as two major determinants of the value of their brand. Moreover, the results indicate offline branding activities, the Law of Jante and self-branding for the ‘traditionally employed’ of high relevance for the Swedish employment market.

Place, publisher, year, edition, pages
2019. , p. 75
Keywords [en]
self-branding, digitalisation, social media, self-employed, changing economy
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-44081ISRN: JU-IHH-FÖA-1-20190918OAI: oai:DiVA.org:hj-44081DiVA, id: diva2:1320655
Subject / course
JIBS, Business Administration
Supervisors
Examiners
Available from: 2019-06-27 Created: 2019-06-05 Last updated: 2019-06-27Bibliographically 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
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf