Factors Influencing Personal Branding on Social Networks (Instagram) with Data Mining Approach

Personal branding is one of the new subjects in the field of branding that has recently received the attention of brand researchers. The expansion of social networks and the increasing popularity of users of these networks and the popularity of these networks among users has made social networks one of the best platforms for brand development so people can also offer their personal brand. Therefore, due to the necessity of studying in the field of personal branding and the importance of social networks in branding, this study aimed to investigate the factors affecting personal branding in the social network (Instagram) using data mining technique. In this research, the personal pages of personal brand owners in the specialized areas of science (psychology, medicine and business) in the social network of Instagram were examined and over a period of three months more than 1000 Instagram posts were reviewed on the target pages. The data were analyzed using knime data mining software and data mining and extraction of decision tree pattern. And this decision tree pattern shows that factors such as type, context, content, and even the date of posting on Instagram have an impact on audience engagement and personal brand awareness. Using the results of this study, people can learn about the factors that influence their personal brand in social networks, and by using these factors, they can manage and develop their own brand and make their audience more aware of their brand.