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Exploring branding approaches in Marques Keith.

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dc.contributor.author Akpa, I.S.
dc.date.accessioned 2024-04-16T13:38:49Z
dc.date.available 2024-04-16T13:38:49Z
dc.date.issued 2021
dc.identifier.uri http://41.74.91.244:8080/handle/123456789/3277
dc.description A.dissertation.in.the.Department.of.Communication.and.Media.Studies,. Faculty.of.Foreign.Languages.Education.and.Communication,.submitted.to. the.School.of.Graduate.Studies,.in.partial.fulfilment. of.the.requirements.for.award.of.degree.Master.of.Philosophy. Communication.and.Media.Studies. (Business.Communication). in.the.University.of.Education,.Winneba. en_US
dc.description.abstract The study examines the unique brand values of Marques Keith Brownlee (MKBHD) and further analyses the brand strategies MKBHD uses to promote and maintain the image of his vlog. This research, through the lens of Goffman’s Presentation of Self and the theory of identity construction, anchored on a qualitative content analysis design interrogates the YouTube vlogs of MKBHD who was purposively selected. This study indicates that MKBHD brands himself as transparent, a tech enthusiast, a storyteller, an entrepreneur, and an athlete. Also, the data revealed that, MKBHD brands and promotes himself through; giveaways, collaborations, and promotion of multiple social media accounts. Further, the study showed that there’s very little to no data-driven approach to making his videos. MKBHD maintains his brand image by responding to feedback from his viewers. The study concludes that the MKBHD constructs modifies, promotes, and maintains his identities on social media. A noteworthy finding concerning the implication this study has for the marketing discipline is that social media has shifted value production and power away from manufacturers to consumers. Because of this, YouTubers, who have gained enough social capital under the attention economy, are arguably more influential in fostering a brand image than the companies that own the brand. en_US
dc.language.iso en en_US
dc.publisher University of Education Winneba en_US
dc.subject Exploring en_US
dc.subject Branding en_US
dc.subject Approaches en_US
dc.subject YouTube en_US
dc.title Exploring branding approaches in Marques Keith. en_US
dc.type Thesis en_US


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