عنوان مقاله [English]
Personal branding is one of the new topics in the branding field and each person can have a sustainable personal brand by considering their specified goals and using appropriate solutions. Given the profound need for research in personal branding as well as the significance of social networks in personal branding, the present study sought to investigate the factors contributing to the personal branding of active musicians using a data mining approach on Instagram social network.
The statistical population of the research includes all people who have become a brand in a specific specialized and scientific field on the Instagram social network. These are experts in the field of music and a group of musicians, and these people, including 10 people who excelled in the field of music on the Instagram social network, were chosen. Therefore, in general, 10 personal Instagram pages of personal brand owners in the field of musicians were analyzed. The sampling method of the existing research is in the form of judgment and the database and the information contained in it includes an Excel file that contains 1150 records, also according to previous related studies and the opinion of experts on their personal pages within a period of one year from December 1 2019 to December 1, 2020 was examined, during which time 1150 Instagram posts from the said pages were examined and analyzed.
3. Research findings
decision tree pattern states that factors such as the type of post, the content of the post, its context, tags, Persian and English hashtags, as well as the month and day of post publication affect user participation and personal brand awareness. In this research, the participation rate on Instagram is measured by the amount of likes and comments, and the participation rate leads to brand awareness, so the effect of factors affecting the personal branding of musicians with factors such as followers, post type, post content, context or theme Post, caption, tag, English hashtag, Persian hashtag, total hashtags, day of post, month of post, which are 11 input features, are checked on comments and likes, which are output features, and in this regard, the importance and impact of each One of these features is as follows that by using these findings, musicians have learned the factors that influence their personal brand on the Instagram social network, and by using these factors, they can manage, develop and rate their personal brand. Increase the participation of users and increase the awareness of the audience.
Given the results of this research, musicians will be able to show better performance on the factors affecting their personal brand on Instagram, and cause it to grow and develop. According to the findings of the research, which is related to the type of posts, and the most likes are related to images and the most comments are related to videos, musicians have personal pages to increase the audience participation rate and increase brand awareness of photo and video type posts. give and the content of the posts, which have the most likes related to personal content, memories and entertainment as well as non-concert performance, it is suggested to use personal content, memories and entertainment as well as non-concert performance. For non-concert performance posts with movie background, which have the most likes, it is suggested to use movie background for non-concert performance posts to get more likes and comments.