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 |