Personal Branding and Behavioural Changes among the Millennial Generations in the Social Media (original) (raw)
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2018
Penelitian ini memiliki tujuan untuk (1) mengetahui dan menjelaskan pengaruh firm-created social media communication terhadap brand awareness , (2) mengetahui dan menjelaskan pengaruh firm-created social media communication terhadap purchase intention ,(3) mengetahui dan menjelaskan pengaruh celebrities-created social media ccmmunication terhadap brand awareness , (4) mengetahui dan menjelaskan pengaruh celebrities-created social media communication terhadap purchase intention (5) pengaruh brand awareness terhadap purchase intention . Jenis penelitian yang digunakan adalah penelitian explanatory atau explanative dengan pendekatan kuantitatif. Sampel sebanyak 116 orang responden yang merupakan pengikut dari akun @vivo_indonesia. Teknik pengambilan sampel menggunakan Teknik non-probability sampling dengan cara pengambilan sampel menggunakan purposive sampling . Metode pengupulan data yang digunakan dalam penelitian ini adalah dengan menybebar kuisioner. Analisis yang digunankan yaitu ...
Social Media Strategies for Personal Branding– A Case Study of Malaysian Celebrities on Facebook
American Journal of Economics, 2015
Social media has transformed the world in many ways, changing the way we communicate, the frequency we communicate and even the time of communication. It has taken the world by storm and the world today is so much different from the world a decade ago. People from across the globe can now talk to each other at any time and business is simply a click away. We can now buy and sell things on-line and even education has been transformed, with knowledge being disseminated very easily across the globe. Social media has greatly influenced the way people to brand themselves, and the power of technology has resulted in many advances through the years. With all this affecting our lives, the effect that social media has had on the Malaysian entertainment industry has yet to be studied. This paper explores how social media strategies have been used as a personal branding and marketing tool, with special reference to the celebrities in the Malaysian entertainment industry. In the initial pilot study presented, it was found that Facebook had helped all the celebrities in building up their personal brand name. The findings also signified the importance of social media strategy, content strategy and communication with fans to gain constant following. The success of the celebrities was attributed to their authencity via personally managed pages and efficiency via mobile management and platform maximisations.
2017
Instagram enhances online presence and identity, and allows more effective interaction not only for personal reasons, but also for business purposes. Experiential marketing is a new marketing concept that focusing on creative and innovative ways to appeal customers' senses, feelings, intellect, curiousity and self image rather than to rational, utilitarian notions of value. This paper aims to study about how the certain personality could build up their personal brand with Instagram as their main media from the experiential marketing view with the Analytical Hierarchy Process. Instagram fashion personal brands in Indonesia were the main source of the data collection. By the research, Sense factor is the most important strategic experiential module factor as in its relation with notable visual strength of Instagram. To be able to apply the Sense as a strategic experiential module, the consideration about tactical and practical factors are required. The 5 most important tactical fa...
Like Me: Generation Z and the Use of Social Media for Personal Branding
Management Dynamics in the Knowledge Economy, 2013
Building a personal brand in this modern age, where technology and social platforms redefine the way individuals interact, has become a necessity, especially for the young generation Z which are increasingly involved in the online medium. A personal brand conveys an individual's identity and distinctiveness and it has become an important tool for young individuals that enables them to achieve success regardless of their status: they can be young professionals in search for a job, public speakers, bloggers, managers or entrepreneurs. In this context, this paper focuses on Generation Z and the importance of building a personal brand in the age of social media. Taking into consideration the recent development of personal branding tools and social media platforms, such as Facebook, Instagram or LinkedIn, the aim of this paper is to investigate the degree in which young individuals, belonging to Gen Z, understand the benefits of social media personal branding in order to create a strong online identity to help them at the start of their career. It is specifically interesting to discover how Gen Z individuals appreciate the efficiency of personal branding through social media outlets, considering that they belong to a generation known for being digital and tech-savvy, more so than their predecessors.
A Netnographic Study of Personal Branding on Instagram
International Journal of Economics & Business, 2019
Social media has transformed diverse human endeavors. It has afforded organizations and individuals the convenience of managing their routines. This study adopts a netnographic perspective to investigate how young female entrepreneurs create and use images on Instagram to engender personal brand development. A total of five research participants were recruited for the study. Images from the participants’ Instagram accounts were studied and analyzed based on Kress & van Leeuwen (1996) two-phase method for analyzing images. Findings from this study reveal that Instagram is essential in personal brand development. All the participants uncovered the gains of using Instagram in pursuing their entrepreneurial career respectively. Overall, this study ascertains that young female entrepreneurs effectively utilize Instagram in developing personal brands. The study concludes that young entrepreneurs should embrace the use of social media to create a niche for themselves in their chosen careers.
Sandiaga Uno’s Personal Branding in The Midst of Indonesian Millennial Generation
Proceedings of the International Conference of Democratisation in Southeast Asia (ICDeSA 2019), 2019
This study aims to find out how the personal branding of Sandiaga Uno in approaching Indonesian millenial generation in the 2019 Presidential Election. In this research, the personal branding aspects studied were focused on three aspects of personal branding: self-identification, political products, and positioning. This research is a qualitative descriptive study and uses content analysis as a data analysis technique. The results of the study show that the values that become attributes of self-identification Sandiaga Uno are risk taking and the ability to build teamwork. To support the spirit of the millennial generation, most of whom enjoy the world of entrepreneurship, the OK OCE Program is one of Sandiaga's political products for millennial generation. These values and ideas are further supported by appearance of Sandiaga who tends to be stylish both in formal and informal settings. Sandiaga's stylish appearance was also supported by his habit of never leaving sports activities so that his sporty appearance was not easily forgotten by the public
Personal Branding: An Insight into Social Media Marketing
In this era of technology-driven society, the usage of traditional modes of communication and marketing are in a waning stage. This is where digital marketing plays an important role. This style of marketing has received great recognition due to the hearty acceptance of technologies and the great immersion of individuals into the cyber world. Internet and e-commerce have found a distinct place in man's life for making ways to comfort and wide access. Internet is of wide access and social media is one of the biggest elements which cover data usage. Personal branding is now required for any individual to hold their foot onto the field they aspire to establish on. Personal branding through social media is the most viable option which also provides wide access to communities, groups, and interested individuals. This, in turn, creates a feasible marketing opportunity. This study intends to bring out different social media marketing techniques that have been adopted for personal branding in the most prominent social media platforms viz. Face book, Instagram and LinkedIn. The study found that different social media use different techniques and offer varied advantages which could be used in favour of the individual intending to go for personal branding. Also, merely creation of an account would not lead to branding, and each social media has its distinct features and areas of marketing and target customers. This should also be taken into account while posting or uploading for building a brand.
Application of Social Media for Personal Branding: A Conceptual Review
The International Journal of Business & Management, 2020
Introduction The enormous embracing of social media has turned the Web into a social space and has provided unique ways of supporting social processes along with the management of data, information, and knowledge (Razmerita, Kirchner, & Nabeth, 2014; Siriwardane & Dissanayake, 2018). In the past decades it has witnessed a harsh increase in the use and popularity of social media platforms such as Facebook, YouTube, LinkedIn, and Twitter which are increasingly embedded into the structures, forms and processes of everyday communication (Herold, 2018). Alongside, social media comprises a wide range of online, word-of-mouth forums including blogs, company sponsored discussion boards and chat rooms, consumer-to-consumer e-mail, consumer product or service ratings websites and forums, internet discussion boards and forums, and social networking websites, to name a few (Dahlhoff, 2016). The 21st century is observing an explosion of internet-based messages transmitted through these media. They have become a major factor in influencing various aspects of consumer behavior including awareness, information acquisition, opinions, attitudes, purchase behavior, and post-purchase communication and evaluation (Mangold & Faulds, 2009). The usage of social media is increasing sharply in the past few decades and the social media platforms like Facebook, Twitter, and Instagram increasingly rooted into the forms of day today communication (Cara Brems, 201 7; Siriwardane et al., 2018). The digital era demands industries to transform their business models specially emerging economies (Rassool & Dissanayake, 2019). Supportively, role of social media has been a pivotal matter for marketing communication that results competitiveness. Thus, the development of information and communication technology has made branding easier resulting more relationships with consumers (Siriwardane et al., 2018). With the rapid embracement of social media, the boundaries between private life and professional life has been darkened. In the late 1990s, the term "Personal Branding" was developed and tend to digitalize with the user-friendly nature of social media environment like Blog, Facebook, Twitter and LinkedIn (Kleppinger, Cain, & Pharm, 2015). It denotes that social media has made communication on different levels convenient and affordable and it provides a good platform for branding at a cheaper price. Everyone has a personal brand, whether they knew it or not. It's how a person is viewed by others. The most important thing is that the person is the one that creates the perception others have on himself (Cleveland, Jodi, Philbrick, & Ana, 2015). Personal branding is personal perception or emotion for a person which is considered as a unique personal identity. Same as product branding, personal branding requires capturing and promoting a person's uniqueness and strengths to a target market (Labrecque, Markos, & George, 2011).
Psychosocial Context of Building a Personal Brand in Social Media
Przedsiębiorczość i Zarządzanie, 2019
Building a personal brand in the real world takes place predominantly spontaneously through natural behaviours that meet the needs of the situation. In social media, it is a deliberate process. However, brand communication in virtual space is a difficult task, full of traps. Therefore, the evaluation of the effectiveness of this process gives a paradoxically opposite result – where it is (or should be) subject to systematic control, its result often turns out to be less favourable than when it runs spontaneously. The aim of the article is to show the psychosocial aspects of building a personal brand in social media, with particular emphasis on the nuances of creating a psychological self-portrait and the laws of crowd psychology. Analysis of the problem in the psychosocial context reveals that the causes of this state of affairs are the adaptation of behaviours to the standards in the virtual community and the lack of sufficient self-knowledge and the ability to constructive self-criticism that would allow for auditing of content published on social media.