Branding strategies from the perspective of branding and entrepreneurship experts on Instagram social network

The increasing use of the Instagram social network and its impact on communication and interaction has created new opportunities in using this network for personal branding, so that it can be a tool for interaction and business growth. Therefore, entrepreneurs using branding strategies can easily communicate with users through Instagram and introduce themselves and make profit. Therefore, due to its low cost and easy access to the target audience and markets, Instagram will be a very suitable tool for entrepreneurs, and providing personal branding strategies. Using this tool, can be very effective in improving and developing the business of entrepreneurs.  Therefore, with the aim of explaining the personal branding strategies of entrepreneurs in the Instagram social network, the researcher seeks to identify entrepreneurs in Instagram by using the qualitative content analysis method of personal branding strategies. In this study, by purposeful sampling and snowball sampling, 20 entrepreneurs and branding experts were selected. In order to increase the validity of the data, participants were selected with maximum diversity. Participants were knowledgeable entrepreneurs in various occupational groups and personal branding professionals. Data collection tools were questionnaires and in-depth semi-structured interviews and Atlas TI software. The interviews continued until theoretical saturation was reached. According to the output of data analysis through open coding, 15 categories and 4 dimensions of marketing, identity, competition and communication skills were identified as personal branding strategies of entrepreneurs on Instagram