Self-presentation in Instagram: promotion of a personal brand in social networks

Results and discussion. Content analysis of bloggers showed that an algorithmic feed on a social network allows bloggers to control the content. To help them, Instagram provides statistical data on user reach, thereby capturing trends in the movement of the blogger's audience. The main task of a blogger is to combine real and "virtual" images so as not to lose consumer confidence. A survey of social network users confirmed the importance of a personal brand for them. The survey also made it possible to identify the most popular audience requests that they expect from bloggers and their accounts: valuable reviews and recommendations, case studies and author's solutions, storytelling, blogger's reflections and motivating messages, live broadcasts, and stories are important.


Introduction
T he modern world is highly differentiated thanks to the Internet and social networks. So, on the one hand, of course, the Internet unites various geographical spaces in one virtual space. On the other hand, the Internet forms many disparate groups within one space, and many are closed into communities of individual social networks. The market is integrating with social networks, and now the most popular of them can be found as large corporations, small shops, self-employed, individual entrepreneurs.
The Internet is a massive platform for communication in almost all spheres of human life.
Until recently, the primary function of the Internet was the transmission, receipt, and storage of information. However, now, these Internet functions are shifting to the background. Today, with the help of the Internet, people can buy and sell, learn, develop, and most importantly, communicate [1; 2]. The rapid development of the Internet and the growing role of Internet communications lead to the following consequences. In the scientific community, the formation and maintenance of information need strategies for their satisfaction in social networks and other Internet sites are increasingly being raised with the legal aspect of information culture [3; 4].
In the early 1960s, practically simultaneously in Japan and the United States, the term "information society" was introduced, revealing society's objective process of awareness of the importance of information and its transformation into a real production force. E. Masuda, one of the authors of the ideology of the information society, said that, in contrast to the industrial society, where the primary value was the consumption of goods, the determining value is time [1]. That is, information is transmitted faster, and, consequently, many social processes also proceed at a different speed.
M. Castells pays attention to such an important problem of the information society as the problem of self-consciousness and self-identity [5]. Information technologies are changing the nature of social communications, the processes of socialization, representation, selfdetermination, and self-affirmation of the individual in creativity, professional and personal life. The modern world and market are highly differentiated, as large corporations, small shops, and individual entrepreneurs operate there. For each category, a personal brand has a different meaning, but at the same time, it has common features. This article explores creating an individual personal brand in social networks as promoting yourself as an expert selling your own products and services. A personal brand focuses on how a person's skills, motivations, and interests are organized into a single image that can affect recognition loyalty, including career success and promoting one's expertise in any field [6].
The key advantage of social networks is the maximum opportunities for audience targeting, the focus of an advertising campaign on a specific segment of the target audience. At the same time, users have already registered on social networks themselves and reported as much information about themselves as possible: age, marital status, education, hobbies, and many other facts. As a result, social networks collect much more information than other marketing tools, which makes it possible to work only with those users who best match the idea of the target audience.
For various types of advertising, most of the characteristics of social networks are an advantage in choosing these networks as a platform. For contextual and banner advertising, tens of millions of people every day must spend a significant amount of time communicating on social networks. Of course, for marketing, an important place is occupied by direct contact with a potential consumer.
We can formulate a specific classification of social networks: • social networks of a general format. The Russian VKontakte network can be attributed to this group since users are not united based on specific joint activities or common • professional social networks are created exclusively for communicating with people of specific professions. Thanks to them, a person can find his employee, establish a connection with a representative of a particular organization, post certain news or press releases related to the company, and take advantage of many other opportunities. That is, actions such as posting a personal video are inappropriate. Among professional social networks, one can note the Russian "My Circle," "Professionals," "RB.ru" and foreign networks "XING" and "LinkedIn".
• social networks by interests. People can unite for such interests as music, films, love for nature, sports, etc. "Members of social networks are given a wide range of opportunities to share information, namely: communication using private messages, sharing photos and videos, general chat, blogging services, communities, etc.". In this regard, common interests serve as the basis for forming specific social networks to communicate with likeminded people. The most common networks are MySpace and Last.fm. It is important to note "MyAnimeList," whose users are fans of Japanese animation.

Literature review
A personal brand focuses on how a person's skills, motivations, and interests are organized into a single image that can affect recognition loyalty, including career success and promoting one's expertise in any field [6].
The concept of "personal brand" has not yet been formed, and this process continues. It is advisable to refer to the concepts of "brand" and " product " to highlight its key features.
F. Kotler defines a product as "everything that satisfies a need." A personal brand as a carrier of unique knowledge and professional skills can be identified as a product. The most common definition of a brand is provided by the American Marketing Association, which reads as follows: "A name, term, sign, symbol, or design, or a combination of all of these, intended to identify the goods or services of one seller or group of sellers, and also to distinguish goods or services from goods or services of competitors" [7].
The above definitions are important for the authors of the book "Personal Brand" A. Ryabykh and the director of the PR agency "ZebraCompany" V. Danilova (Nika Zebra), who presented in their book the following definition of a personal brand: Images (promises, expectations) that appear in the minds of other people from a specific person [8]. In addition, when defining a personal brand, V. Danilova uses the definition of Self-branding, which is formulated as follows: "Transformation of personal individuality into a recognizable conceptually unified brand," [9] i.e., promotion of oneself as an already widely demanded specialist.
A. Kichaev also considers a personal brand from a similar point of view [8]. He defines a personal brand as "a set of your personal and business qualities that indicates your usefulness and interestingness. This is the image (idea or emotion) that has developed in other people's minds, in which their experience and expected benefits from interacting with you are expressed.
Peters T. believes that a personal brand is an image of a person, his personality, which other people see and perceive. So, in the definition of a personal brand, the emphasis shifts towards a person's individuality, qualities, and talents.
Thus, V. Danilova and A. Kichaev, speaking about a personal brand, to a greater extent shift the focus towards the individuality of people, their abilities and talents, which are reflected in a personal brand, and which allow a person achieving heights in the chosen field of activity. Other authors focus on the created image, which is shown to the consumer and society as a whole.
The authors of the book "Personal Brand: Creation and Promotion," A. Ryabykh and V. Danilova, also identify areas of activity for people who need to build a personal brand [10]. These are politicians, officials, entrepreneurs, representatives of show business, athletes, people of creative professions, top managers, and employees. Thus, the circle of people who should take their personal brand seriously is clearly outlined, while it cannot be said that people who are not representatives of these professions do not need to pay attention to their brand at all. Of course, the circle of those who should develop their personal brand is not limited to these categories of people. In this case, people can instead use the tools to create a personal brand but do not shift their focus to its constant maintenance.
V. Kovalev, Technical Director of the international payment system Paymentwall, quite accurately notes that "a personal brand is a concept intuitively understandable, but difficult to explain in words. It consists, first of all, of personality -of how it interacts with other people.
The more people's personality can influence and inspire, and the faster and more effective personal brand will grow" [11].
Thus, a personal brand consists of two main components -reputetion and reach. Reputation A brand should give a product or service identity and uniqueness, and it should strengthen the company's image and increase trust and usefulness for customers [11; 13; 14]. Only these qualities are projected onto one person, which is called a product in a broader context. Hence, a "person" is a product, and personal brand is everything others unconsciously think about pearson.
Reputation is a constant collective assessment and image imprinted in people's memory.
All this is formed over a relatively long period, mainly if the strategy is aimed at increasing reputation. Not surprisingly, it can be spoiled much faster than improved.
A personal brand should not be a false image of a person, created only for marketing purposes [15; 16]. It is important to be real everywhere -online and in real meetings.
The further the path to the brand goes, the more people are convinced of a person's competence. The more substantial public recognition, the more customers will trust and happily buy something from this person. Thus, a personal brand is made up of interactions with other people. The more people a person can influence, the faster and more effectively a person's personal brand will grow.
Identity is originally a social formation. The individual sees (and therefore shapes) himself as others see him. The presence of an everyday symbolic basis (language, gestures, symbols) in the social experience of communication participants makes it possible to adapt the actions of various human individuals to each other within the framework of the social process. The American sociologist C. Cooley, developing this idea, also gave the concept of identification.
Identification is a reflection of the properties of a person through which he is perceived in society, in a group of which he is a member [17].
Consider the elements of a person's personal brand from the point of view of Aaker's brand identity model [6]. According to D. Aaker, identity is based on the brand's essence. Therefore, a person's identity is related to the fundamental characteristics that make them who they are. 3. Propensity to take risks and the ability to benefit from it. 4. Firmness of character, the ability to express one's own opinion, despite the public.
Morgan's set of personality traits helps to emphasize the formation of a personal brand.
Personal branding is how people present themselves to the audience as a brand [20]. Thus, personal branding is a competent step-by-step plan for development within a public society.
In the case of professional development, the plan for building a personal brand may include marketing, expert development, promotion strategy, and public communication [21].

Materials and methods
This article presents an analysis of the attitude of Instagram users to self-presentation in this social network as a tool for promoting a personal brand. This task was carried out through a survey. The object of the survey was users of the social network Instagram, i.e., personal brand consumers. For the study, an online survey form was chosen, which can be explained by the chosen topic, which is related to social networks. A total of 200 respondents took part in the survey. The sample type is non-random selection. The sampling method is a snowball.
The results obtained with the help of the survey allow drawing a picture of consumers' attitudes toward a personal brand to the social network Instagram as a tool for promoting a personal brand.
In addition to conducting a survey, it was decided to turn to a research method as content analysis. The purpose of the content analysis was to determine whether personal brand elements can be traced in bloggers' accounts based on their posts on the social network Instagram.
According to the survey results, several people were identified whose personal brand was noted by the respondents as strong. However, it was decided to evaluate the reflection of elements of different levels of perception of the personality in those blogs that belong to those who consider themselves to be experts who create and subsequently sell social media promotion courses, the programs of which contain, among other things, sections on personal branding. Thus, three bloggers were selected for the analysis: Alexandra Mitroshina, Margarita Savchuk, and Polina Pushkareva. All of these bloggers have an audience of over 500,000 subscribers. Characteristics of bloggers: • Alexandra Mitroshina -2.5 million subscribers (May 29, 2021).

Results and discussions
If Instagram is chosen as a platform for promoting a personal brand, then, according to the respondents, the following types of content should be used first of all. In descending order from most important to least important: 1. Useful reviews recommendations. This answer is approved by 62.5% of respondents. 9. Publications about family relatives. 12.5% of those surveyed agreed that this is important.
10. Video tutorials. The least effective, according to respondents, in promoting a personal brand (8.5% of respondents agree with their importance).
Interestingly, men were 20.6% more likely than women to choose "storytelling" (stories from personal life, facts from the past or present, memories) as the type of content that should be used when promoting a personal brand on Instagram. Women are closer to stories about what motivates, inspires, makes laugh, etc. (22.3% versus 13.1% for men), reflections on topics close to the blogger's field of activity (24.5% versus 13.1% for men), broadcasts, live broadcasts and stories from various events and events (23.7% versus 8.2% for men). Men are more inclined to think that, first of all, it is necessary to use cases and their author's solutions or comments on them (68.9% versus 50.4% for women).
Respondents with different financial statuses have a difference in opinion when choosing content to promote their brand on Instagram. Thus, valuable reviews and recommendations were most chosen by those with enough money for food, but buying clothes causes difficulties (86.4%). Respondents who do not experience difficulties with money are more likely to think that it is worth using cases and their author's solutions or comments on them in the first place.
This fact is because they can be highly paid experts in some field or have their own business. Therefore, they are interested in the experience of others, the study of cases, and the author's solutions, for example, competitors.
The survey results also showed that 64% of respondents consider it necessary to promote a personal brand both for the owner or head of the company and for the key employee of the company and an expert in any business. At the same time, men were three times more likely to say that they consider this activity necessary for the owner or head of the company (37.7% versus 11.5% for women).
We can expect various bonuses from promoting a personal brand on social networks. More than half of the respondents (57.5%) noted that they could expect all the bonuses listed in the question, including strengthening the company's brand, customer loyalty, and loyalty, increasing the value of services, the richness of professional connections self-confidence. One person expressed the opinion that no bonuses should be expected. There were no significant differences in responses by gender.
When studying the trust in the types of information when choosing a product or service, it is worth noting that most often, respondents rely on the recommendations of experts in this field (72.5% of respondents), recommendations of acquaintances (68.5%), information posted on behalf of the company (35.5%). Recommendations of famous personalities are trusted by 9.5% of respondents. One person trusts the reviews, and another is based only on his own experience.
It should be noted that only female respondents were inclined to trust the recommendations of famous personalities; this can be explained by the fact that women, in general, are more interested in representatives of show business.
There is a tendency with increasing age to give up trust in famous personalities' recommendations in favor of acquaintances' recommendations. A person often becomes closer to family friends, and his social circle narrows with age.
More than 60% of each occupational group trusts recommendations from acquaintances.
However, employees still show the highest level of trust. 80% of the unemployed noted that they would trust the recommendations of famous personalities when choosing a product, and all the unemployed answered that they would trust the recommendations of experts in this field.
Respondents who do not experience financial problems in 50% of the answers indicated that they consider it necessary to promote a personal brand in social networks for the owner or head of the company. In comparison, this option was chosen by no more than 27.6% of representatives of other groups by financial situation. This fact may be because, those who can afford to buy a new car have a relatively high level of income and, consequently, a good job, or they are owners or managers.
The popularity of bloggers on Instagram in various sources is often attributed to their strong personal brand, with which 76.5% of respondents agreed.
More than half of respondents say that companies come to mind whose success is directly related to the personal brand of its leader or employee. So, they list more than forty personalities, but the following are most often mentioned: Respondents named the names of those who, in their opinion, have a strong personal brand, and it is these that explain why they purchased their goods or services.
So, for example, the reason for buying goods from the IRNBY sportswear brand, owned by Anastasia Mironova, is that respondents say they read about her self-development and personal growth and believe that she achieved everything herself often saw the clothes of her brand in stories Anastasia. Buying a set of cosmetics from the same blogger is explained by the fact that she made a good advertisement and showed the stages of skincare by her example.
The respondents note that it is competent in quality matters not only for its products but also for goods in general. Therefore, when buying cosmetic products, they are sure that Anastasia is selling them a quality product.
Buying a design course by Margarita Savchuk is explained by the respondents for such reasons as her presentation convinced them of the product's value. They describe her as an emotional girl who is sincerely proud of her product and says that the soul is first of all brought into it.
Respondents explain the purchase of courses and webinars from Alexandra Mitroshina because they like her as a person. They believe that Alexandra has achieved success. She shares her life path on Instagram, gives advice, recommendations makes sure that its products contain less water and more material of real value.
The fact that respondents purchased courses from blogger Polina Pushkareva is explained by the fact that she is very straightforward, does not stand on ceremony with problems, solves them, and tells her story of becoming one of the leading representatives of the information business in Russia. One of the respondents recommended referring to Polina's Wikipedia page.
Since all respondents are Instagram users, it was interesting to find out if they are promoting their brand through self-presentation on this social network. Approximately a quarter of respondents (25.5%) answered positively to this question, but more than half (58%) still avoid this topic. It is worth clarifying that among female respondents, in percentage terms, there are almost twice as many of those who are promoting their brand on Instagram (29.5% of women versus 16.4% of men). With the age of the respondents, the number of those who promote their brand on Instagram decreases; instead, this is due to a change in their interests, occupation, etc. In addition, according to the survey, it turned out that employees are the least engaged in promoting their brand on Instagram.

Conclusion
A personal brand helps to share ideas, thoughts, and opinions with a large audience and increases the loyalty of both existing customers and the trust of new ones. Thanks to the brand, the environment values a person higher. Promotion in social networks is an innovative marketing tool that significantly influences the target audience. Promotion in a social network is practically the only marketing tool that provides a unique opportunity to focus tens of thousands of potential consumers around one online community.
Users spend a considerable amount of time on social networks, getting to know each other, communicating, exchanging audio recordings, photos, and video files. Social networks contribute to people's rapprochement, providing an opportunity to overcome territorial and temporal barriers to stay in touch with friends, relatives, and relatives without being at a computer monitor, smartphone in home, office, or other convenient places a given time.