Discovering Surrogate Branding via Online Image Development, a Case from India: An Abstract

Abstract

The online image of an individual helps distinguish themselves through positioning of their online activities. This distinction helps individuals project themselves as brands. Online image development is supplemented by the global increase in internet penetration and usage which has increased exponentially. This global increase ensures that relatively young people can use the technologies via digital platforms to create and augment online image. Further, individuals are using digital platforms for a wide range of online activities as well. Additionally, online image is developed in a manner that becomes a component of an individual digital brand. This development can be understood through surrogate branding which is a major means that individuals use to utilise their online image. However, there is a dearth of appropriate studies in the literature. Therefore, this paper aims to study the development of surrogate branding.

To address this, we use a qualitative approach given its exploratory nature. We conducted two studies: market-oriented ethnography and netnography. These methods were applied for a period of 4 months. Stage 1 involved market-oriented ethnography to study the behaviour of consumers in terms of products or services. Stage 2 involved netnography where the online behaviour of consumers in terms of image development was studied. As a result, we developed three key related themes which are elements of individual online image, elements of implanted individual online image(s) and elements of individual exalted online image. The first theme relates to individual searching for and positioning information to enhance their well-being. This serves the specific functions of social status, security and power. The second theme involves the strengthening of individual online image which can be achieved by increasing an individual’s involvement and engagement with his/her social circle. The third theme expands into the exaltation of the individual’s image developed on the basis of the two previous stages. This particular theme is based on the dual functions of blaring and boasting.

These three themes are integral to the stabilisation of the framework of our study. This framework will be invaluable to practitioners and academicians for the discovery of surrogate branding via online image development.