Psychologické aspekty identity na sociálních sítích a self-brand u mladých dospělých

This Master´s Thesis examines the psychological aspects of the online identity of young adult women, who are making a part-time living as influencers on the Instagram social platform, while building a personal brand through their presence on social media. The purpose of this thesis is to focus on the personal experiences of these young women with the perception of their own online identity on Instagram. These are compared to their offline experiences while highlighting the nuances against the online space. The theoretical part focuses on the description of the basic terms related to identity, self-presentation and young adulthood, while characterising these terms in the space of social networks. This section also introduces insights about social networks, influencer marketing, and about building of personal brand. The practical part first explains the chosen qualitative method, which is then followed by the research itself. The research works with the data that was collected through semi-structured in-depth interviews and then explained through the Interpretative Phenomenological Analysis.