The effect of social media on personal branding efforts of top level executives
Available online at www.sciencedirect.com
ScienceDirect
Procedia - Social and Behavioral Sciences 99 (2013) 465 – 473
9th International Strategic Management Conference
The effect of social media on personal branding efforts of top level executives a* a
, 34295, Turkey
Abstract
Personal branding is the process whereby people and their careers are marked as brands and it differs from reputation management and impression management with its purpose. It is directly intended to create an asset and brand equity that pertains to a particular person or individual. Usually branding efforts require extensive financial support for promotion to create brand awareness and afterwards brand loyalty. Social media, with its ideological and technological structure, gives the opportunity to the people to promote themselves as brands in a relatively cheap and efficient manner.
Keywords: Social Media; Personal Branding; Top Level Executive;
© 2013 The Authors. Published by Elsevier Ltd.
2013 Published by Elsevier Ltd. Selection and/or peer-review under responsibility
Selection and peer-review under responsibility Conference
International Strategic Management of the International Strategic Management Conference.
of the 9th
1. Introduction
Personal branding is the process whereby people and their careers are marked as brands and it differs from reputation management and impression management with its purpose. It is directly intended to create an asset and brand equity that pertains to a particular person or individual. It includes but not
*
Corresponding author.
E-mail address: ilkaykaraduman@aydin.edu.tr
1877-0428 © 2013 The Authors. Published by Elsevier Ltd.
Selection and peer-review under responsibility of the International Strategic Management Conference. doi:10.1016/j.sbspro.2013.10.515 İlkay Karaduman / Procedia - Social and Behavioral Sciences 99 (2013) 465 – 473
466
limited to the physical appearance and personal
ScienceDirect
Procedia - Social and Behavioral Sciences 99 (2013) 465 – 473
9th International Strategic Management Conference
The effect of social media on personal branding efforts of top level executives a* a
, 34295, Turkey
Abstract
Personal branding is the process whereby people and their careers are marked as brands and it differs from reputation management and impression management with its purpose. It is directly intended to create an asset and brand equity that pertains to a particular person or individual. Usually branding efforts require extensive financial support for promotion to create brand awareness and afterwards brand loyalty. Social media, with its ideological and technological structure, gives the opportunity to the people to promote themselves as brands in a relatively cheap and efficient manner.
Keywords: Social Media; Personal Branding; Top Level Executive;
© 2013 The Authors. Published by Elsevier Ltd.
2013 Published by Elsevier Ltd. Selection and/or peer-review under responsibility
Selection and peer-review under responsibility Conference
International Strategic Management of the International Strategic Management Conference.
of the 9th
1. Introduction
Personal branding is the process whereby people and their careers are marked as brands and it differs from reputation management and impression management with its purpose. It is directly intended to create an asset and brand equity that pertains to a particular person or individual. It includes but not
*
Corresponding author.
E-mail address: ilkaykaraduman@aydin.edu.tr
1877-0428 © 2013 The Authors. Published by Elsevier Ltd.
Selection and peer-review under responsibility of the International Strategic Management Conference. doi:10.1016/j.sbspro.2013.10.515 İlkay Karaduman / Procedia - Social and Behavioral Sciences 99 (2013) 465 – 473
466
limited to the physical appearance and personal