A Study of Social Media Usage and Personal Branding from the Perspective of Freelance Creatives in South Korea

Chee Yuet Lee

Studenteropgave: Kandidatafhandlinger


This paper aims to investigate the social media usage and creatives’ perspective on personal branding in the creative industry of South Korea. This paper employs a quantitative technique to collect data and statistics from a sample of 117 creatives, consisting of South Koreans and foreigners that are working in the creative industry in South Korea with the aim of increasing visibility in the industry to get more creative work. Interviews with 2 creatives were also carried out to provide supportive narrative for the primary statistics for more insights and perspective to give additional weight to our quantitative findings. Comparative analyses were used to compare the data received and made sense of with findings of the interviews. This paper will give readers a background of the creative industry of South Korea, carried into the country’s digital development and personal branding in the context of creative industry. The usage of creatives’ social media will be investigated to gain an understanding of the social network that are most suitable for personal branding for freelance creatives. And finally, understand the elements needed for creating a personal brand in the creative industry in South Korea.

UddannelserCand.soc.cbp Management of Creative Business Processes , (Kandidatuddannelse) Afsluttende afhandling
Antal sider100
VejledereAndrew Popp