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Students' perceptions of online personal branding on social media sites
Linnaeus University, School of Business and Economics, Department of Marketing.
2017 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This paper starts by an explanation of the context of personal branding and online personal branding and the problem identified by the authors. Thus, the purpose of the study is to investigate on the perception of students towards online personal branding through their own personal brand and with the perspective of matching employer’s expectations. A section reviewing online personal branding and related literature is provided in order to describe among others, the several components of the elaboration of an online personal brand and the different employers’ expectations towards this brand. Next, a section describing the different methods used in the study is implemented. The data of this paper is gathered through 13 semistructured interviews based on an operationalization of the different concepts presented in the theoretical framework section. The results are then presented in the empirical investigation section following recurrent identified themes bring by the respondents: The need to fit the norm, to stand out and of control. Then the data is analyzed through the theories and is therefore following the different components of an elaboration of a personal brand including the different items related to employer’s consideration and practices. Then the conclusion is drawing in order to answering the research question as well as providing some acknowledgement and recommendations. This paper has permitted to describe the perception of student towards online personal branding with the perspective of matching employers’ expectations. This perception is a rather incomplete online personal brand, consisting of a normalized image of the self, a tool for a certain self-realization towards a limited audience and a have a certain perception of an overall control of this online personal brand.

Place, publisher, year, edition, pages
2017. , p. 66
Keywords [en]
Personal branding, Online personal branding, Self-branding, Non-professionally and professionally oriented social media, Online platforms, Online presence, Digital footprint, Cybervetting.
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:lnu:diva-65789OAI: oai:DiVA.org:lnu-65789DiVA, id: diva2:1114489
Subject / course
Business Administration - Marketing
Educational program
Business Administration and Economics Programme, specialization in Marketing, 180 credits
Supervisors
Examiners
Available from: 2017-06-27 Created: 2017-06-23 Last updated: 2017-06-27Bibliographically approved

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Students' perceptions of online personal branding on social media sites(1090 kB)571 downloads
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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
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