Date of Award
5-2025
Degree Type
Dissertation
Degree Name
Doctor of Philosophy (PhD)
School
Communication
Committee Chair
Dr. Fei Xue
Committee Chair School
Communication
Committee Member 2
Dr. Eura Jung
Committee Member 2 School
Communication
Committee Member 3
Dr. Lindsey Maxwell
Committee Member 3 School
Communication
Committee Member 4
Dr. Edgar Simpson
Committee Member 4 School
Communication
Committee Member 5
Dr. David R. Davies
Committee Member 5 School
Communication
Abstract
The rise of social media influencers has changed digital marketing, creating new opportunities for brand collaborations and audience engagement. Using a quantitative content analysis, this study examines the sponsorship strategies of US-based Indian influencers through the lens of human branding, self-presentation, Taylor’s six-segment strategy wheel, cultural messaging, sponsorship patterns, and user engagement. Sponsorships were classified into three categories: advertisement placements, sponsorship-focused messages, and sponsorship disclosures. The findings demonstrate the varied representation of these influencers and their branding strategies, as well as the impact of cultural identity on self-presentation and engagement, offering insights into cross-cultural influencer marketing.
ORCID ID
0009-0003-8857-1878
Copyright
Srividya Karuturi, 2025
Recommended Citation
Karuturi, Srividya, "Beyond Borders: Branding and Self-Presentation Strategies of US-based Indian Influencers" (2025). Dissertations. 2327.
https://aquila.usm.edu/dissertations/2327
Included in
International and Intercultural Communication Commons, Mass Communication Commons, Public Relations and Advertising Commons, Social Media Commons