Personal Branding on Social Media

Dr. Sanja Kapidzic M.A.

doi:10.5771/9783845285665

Summary

Die Desintegration traditioneller Arbeitsstrukturen zeichnet die heutige Gesellschaft aus und hat maßgeblich zur Notwendigkeit der proaktiven Einstellung zur eigenen Karriere geführt. Vor diesem Hintergrund untersucht die Studie, wie Wissenschaftlerinnen und Wissenschaftler soziale Medien für die professionelle Selbstdarstellung und das Networking nutzen. Unter dem Begriff Personal Branding gebündelt geht die Studie dieser Frage nach und untersucht zudem mögliche Determinanten der Nutzung sozialer Medien für Personal Branding. Die Idee des sozialen Kapitals und die Impression-Management-Theorie bilden die theoretische Grundlage der Untersuchung und liefern ein Model mit dem Determinanten des Personal Branding untersucht wurden. Die Untersuchung zeigte, dass die Nutzung sozialer Medien für die professionelle Selbstdarstellung und das Networking in Beziehung zu persönlichen, sozialen und Umgebungsfaktoren steht. Die Nutzung erscheint jedoch eher den Zweck statischer Informationspräsentation als dynamischer Interaktion zu erfüllen.

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Bibliographic data

Copyright year: 2018
ISBN-Print: 978-3-8487-4342-1
ISBN-Online: 978-3-8452-8566-5
Publisher: Nomos, Baden-Baden
Series: Internet Research
Volume: 46
Language: English
Pages: 309
Product type: Book Titles

Titelei/Inhaltsverzeichnis No access Pages 1 - 10
1. The Broader Societal Context No access
2. The Contemporary Professional Context No access
3. Personal Branding in Contemporary Careers No access
4. The Present Study No access
1. 1. Personal Responsibility in a Changing Environment No access
  2. Marketing and Monitoring of the Personal Brand No access
  3. Implications from Self-Management Literature No access
2. 1. Categorizing Persons for the Application of Branding No access
  2. Conceptualization and Definition of Personal Branding No access
  3. Context of Personal Branding No access
3. 1. Self-Promotion No access
  2. Ingratiation No access
  3. Networking No access
4. Synthesis and Implications for the Present Study No access
1. 1. Definition and Conceptualization of Social Capital No access
  2. Reputation as Part of Social Capital No access
2. 1. Strategy and Impression Management No access
  2. Reputation as Impression Management Motive No access
3. 1. Environmental Setting No access
  2. Personal Factors No access
  3. Social Factors No access
4. Synthesis and Implications for the Present Study No access
1. 1. Internet Affordances No access
  2. Personal Information on the Internet No access
2. 1. Definition of Social Media No access
  2. 1. Social Network Sites No access
    2. Microblogs No access
3. 1. Personal Information on Social Media No access
  2. Relevance of Reputation Management on Social Media No access
4. Personal Branding Behaviors on Social Media No access
5. Synthesis and Implications for the Present Study No access
1. 1. Structural Factors Relevant to Academic Careers No access
  2. Individual Factors Relevant to Academic Careers No access
  3. Publication, Visibility, and Academic Reputation No access
2. 1. Informal Scholarly Communication No access
  2. Personal Branding Audience in the Academic Context No access
3. 1. Extent of Social Media Use by Scholars No access
  2. Social Media and Academic Reputation No access
4. Synthesis and Implications for the Present Study No access
1. 1. Self-Promotion Behaviors of Academics No access
  2. Ingratiation Behaviors of Academics No access
  3. Networking Behaviors of Academics No access
2. 1. Environment in the Context of Social Media No access
  2. Personal Factors in Academia and Social Media No access
  3. Social Factors in Academia and Social Media No access
3. Synthesis and Implications for the Present Study No access
4. Research Questions and Hypotheses No access
1. Study Design No access
2. 1. Sample No access
  2. Procedure No access
3. Description of Sample No access
4. 1. Pretest No access
  2. Variables No access
1. 1. Activities Important to Academic Career Advancement No access
  2. Personal Branding of Academics on Social Media No access
2. Environmental Setting No access
3. 1. Demographic and Professional Factors No access
  2. Perceived Relevance of the Social Media Environment No access
  3. Personal Branding Efficacy No access
  4. Comparison Orientation No access
4. Social Factors No access
5. 1. Direct Relationships in Personal Branding Model No access
  2. Indirect Relationships in Personal Branding Model No access
1. Summary and Discussion of the Personal Branding Model No access
2. Placing the Results in a Broader Theoretical Context No access
3. Limitations and Directions for Future Research No access
References No access Pages 271 - 298
Appendix No access Pages 299 - 309