13-C: Creating Brand Reputation: How Employees Express Their Brand in Social Media Networks

This study compares the official Instagram account of the fashion brand Hollister with the private Instagram accounts of its employees. The analysis reveals that employees stabilize brand image by mimicking the brands’ visual language in terms of style, postures, gestures and themes.


Stephanie Kogler, Joonas Rokka, and Andrea Hemetsberger (2017) ,"13-C: Creating Brand Reputation: How Employees Express Their Brand in Social Media Networks", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1040-1040.


Stephanie Kogler, University of Innsbruck, Austria
Joonas Rokka, EMLYON Business School, France
Andrea Hemetsberger, University of Innsbruck, Austria


NA - Advances in Consumer Research Volume 45 | 2017

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