103
104
Future Research
Throughout the preparation of our thesis, we have come across other perspectives that could be interesting to study further in a future research. These will be outlined in the below.
To begin with, in our expert interview with Anna, we were met with her suggestion on how she thinks that Mette’s approach on Instagram primarily is directed at women in their 30s (Appendix 2).
Additionally, this suggestion matches an observation of ours. Throughout our study of Mette’s posts on Instagram, we have in the related commentary tracks been met with women whom we would judge to belong to this age group (mette, n.d.). Therefore, we consider these points to pose a topicality on this specific segment in relation to Mette. This engenders a curiosity to study how women in their 30s perceive Mette’s brand identity.
Furthermore, we assess that it could be interesting to make use of a different methodological framework in a future research to elaborate further on our findings from this study. Applying the positivist paradigm, we could take our findings concerning our Gen Z informants and explore the extent to which these show to be statistically representative for this target population (Gilje, 2012).
Specifically, for such a study, the quantitative research method of a survey could be used to gather empirical data. Thus, this method could possibly allow us to draw more general conclusions on Gen Z’s brand image of Mette.
Additionally, another aspect we find relevant for a future study is related to how we throughout the thesis have touched upon the development of SoMe in the US political arena. Specifically, we have emphasized how Donald Trump represents a modern example of a central politician whose extensive SoMe use led to infliction of negative consequences on US society in the form of violent incidents carried out by his supporters (Holland et al., 2021). In this regard, we find it relevant to explore how Donald Trump used SoMe as a tool to build up his entourage of followers. Nonetheless, with the recent presidential transition, it would be interesting to study how Donald Trump’s presidency has affected the attitudes of the US population to the communication of a president. It is argued that such research would have the potential to cover central discussions of present importance that could contribute to the debate around the societal consequences that SoMe imposes.
Last, following in the lines of an international perspective, it would furthermore be interesting to conduct a comparative study to explore how national culture influences politicians’ personal branding in Denmark and the US, respectively. For such study, Hofstede’s Cultural Dimensions Theory could
105 favorably be used as it offers a useful tool to generally understand key differences in national cultures (Hofstede Insights, n.d.). It can be predicted that particularly the dimensions of power distance and masculinity would be interesting to look into since they represent two of the dimensions where the national cultures of Denmark and the US differ the most (Hofstede Insights, n.d.a.).
106
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