Egypt University Student’s perception of Personal branding on social media “A qualitative study”

Sadek Shaheen, Eman Saber

doi:10.21608/jsb.2021.209861

Egypt University Student’s perception of Personal branding on social media “A qualitative study”

Document Type : Original Article

Author

Eman Saber Sadek Shaheen

lecturer Of Mass Communication, women’s College Ain shams University

10.21608/jsb.2021.209861

Abstract

This study aims at studying Egypt University Students' perceptions of personal branding on Social Media in terms of personal branding importance, strategy and compatibility with the employer expectations. The study is based on qualitative research methodology, as it is limited to a small number of participants. (23) purposefully selected participants were interviewed. They were selected from the Egyptian government and private universities students
The study findings concluded:
All sample students use non-professional social media such as Facebook and Instagram for connecting with their families, friends and acquaintances, while only a small number of students use professional social media such as LinkedIn. the students’ use of social media was noticed to be a bit juvenile and lack experience and skills. The study results also demonstrated that the students lack a firm understanding of the personal brand concept and its components. They were not able to manage the same consistently and effectively. Though they were able to perform personal brand self-examination via determining their points of strength and weakness; they did not prefer to use self-promotion or display their strengths via social media. Furthermore, they were not interested in expanding or diversifying their communications via social media, among colleagues and expert specialists, employers and companies of interest. The students aimed to use auto surveillance for curiosity or reach happiness without seeking to select their conversations or avoid errors affecting the professional level. Despite the foregoing, the students realized personal branding importance, effectiveness, and benefits, however, they chose to postpone managing the same until they reached a good understanding of themselves through obtaining sufficient experience in their field of study.

Keywords

Main Subjects

The new media

References

- Lynnette Nolan, "The impact of executive personal branding on non-profit perception and communications", Public Relations Review, 41, 2015, Pp. 288, http://dx.doi.org/10.1016/j.pubrev.2014.11.001

^- Pérez, C., and Grin Garten, H. "Personal Branding: An Essential Choice in the COVID-19 Era?", Journal of Multidisciplinary Research, (12)2, 2020, Pp.83-92.

^- Lauren, I. Labrecque. Ereni, Markos and George, R. Milne, "Online personal branding processes, challenges, and implications". Journal of Interactive Marketing", 25(1), 2011, Pp.38

^- Gonne-Victoria, Benjamin. Lécuellé, Guillaume and Nagisa Sasaki, "Students' perceptions of online personal branding on social media sites, Linnaeus university",2017, P.8 http://www.diva-portal.org/smash/get/diva2:1114489/.

^- Denny, McCorkle. And Janice, Payan.,"Using Twitter in the Marketing and Advertising Classroom to Develop Skills for Social Media Marketing and Personal Branding, Journal of Advertising Education",(21)1, 2017, Pp. 33-43, https://doi.org/10.1177/109804821702100107.

-Al Yahyaiya, M. (2019). munaa bint eabd allah albahraniatu, ealaa mahdi kazim," faeiliat barnamaj tadribiun fi maharat altaswiq aldhaatii ladaa talabat alsafi alhadi eashar fi saltanat euman, almajalat alduwaliat lildirasat altarbawiat walnafsiati, Oman, (5)3, 2019, s 297- 318.

- Tawfiq, A. (2015). "nhw nashr thaqafat altaswiq aldhaatii lildawr almihnii almumaris lil'akhisaayiyi alaijtimaeii bialmuasasat alaijtimaeiati: ruyat mustaqbaliatun: dirasatan mutbaqatan ealaa almuasasat alaijtimaeiat bimadinat qana", majalat dirasat fi alkhidmat alaijtimaeiati, kuliyat aladab, jamieat Hulwan, (38)13, 2267- 2583.

-Altaayiy, Y. (2009). "'unmudhaj taswiq aldhaat waealaqatuh bimaharat altafkir al'iibdaeii: dirasat tahliliatan lara' eayinat min almujibina", majalat alqadisiat lileulum al'iidariat walaiqtisadiati, kuliyat al'iidarat walaiqtisadi, jamieat Aleiraq, (11)3, 28- 51.

-Abd Allah, D. (2018). "tathir almusharakat fi mujtamae alealamat altijariat alaiftiradii eabr alfisbuk ealaa thiqat wawala' almustahlikina", almajalat aleilmiat libuhuth alealaqat aleamat wal'iielani, kuliyat al'iielami, jamieat Alqahira, (16), 1-65.

-Alshirbiny, A. (2020). "almuhadadat alnafsiat lijawdat ealaqat alealamat altijariat min manzur alaitisalat altaswiqiat almutakamilati", majalat buhuth alealaqat aleamat Alsharq Al'awsat, aljameiat Almisriat lilealaqat aleamati, (8)30, s 69-123.

-Zaki, R. (2020). "dawr al'iielanat altilifizyuniat lilsharikat alraaeiat lil'ahdath alriyadiat fi tadeim qimat alealamat altijariat waltaathir ealaa alsuluk alshirayiyi liljumhur almisrii", almajalat aleilmiat libuhuth alealaqat aleamat wal'iielani, kuliyat Al'iielam, jamieat Alqahira, (19), 428- 371.

- Alshirbiny, A. (2021). "almuhadadat alaijtimaeiat lijawdat ealaqat alealamat altijariat min manzur alaitisalat altaswiqiat almutakamilati", majalat buhuth alealaqat aleamat Alsharq Al'awsa, aljameiat Almisriat lilealaqat aleamati, (9)33, 13- 56.

-Abu Harb, H., Aleawadi, S., Abdel-Fattah, A. (2021). "faeiliat alsafahat alrasmiat lilealamat altijariat eabr alfisbuk fi alaitisal wa'iidarat alealaqat mae aleumala'i", almajalat aleilmiat libuhuth alealaqat aleamat wal'iielani, kuliyat al'iielami, jamieat Alqahira, (21), 435- 463.

-'Albirt, A. (2017). "taswiq aldawlat kaealamat tijariatin, dirasat simyulujiat tatabueiat lihamla "hi di musr" eabr 'iinistijrami", almajalat aleilmiat libuhuth alealaqat aleamat wal'iielani, kuliyat al'iielami, jamieat Alqahira, (12), 149- 204.

^-Yoshihiro, Kawano. And Yuka, Obu., "A Proposal for a Personal Branding Support Service in social media Times", Journal of Contemporary Eastern Asia, (12)2, 2013 Pp.49-59

^- Deva, Rangarajan. Betsy D.Gelb, and Amy, Vandaveerb, "Strategic personal branding–—And how it pays off. Business Horizons,(60), 2017, Pp.657—666, https://doi.org/10.1016/j.bushor.2017.05.009.

^- Andrew, M.Ledbetter. and Colten, Meisner.,"Extending the personal branding affordances typology to para social interaction with public figures on social media: Social presence and media multiplexity as mediators" .Computers in Human Behavior,2021, Pp. 115, 1-11, https://doi.org/10.1016/j.chb.2020.106610

^- Lauren. I.Labrecque, Ereni, Markos. and George, R. Milnec.,"Online personal branding processes, challenges, and implications. Journal of Interactive Marketing, 25(1), 2011, Pp. 37–50.

^- Hood, Karen M., Marcel M. Robles and Christopher D. Hopkins." Personal branding and social media for students in today’s competitive job market". The Journal of Research in Business Education Quarterly, 2015, 56(2), Pp33-47. https://doi.org/10.1016/j.bushor.2011.01.005.

^- Andrea, N. Geurin-Eagleman., and Lauren M. Burch, "Communicating via photographs: A gendered analysis of Olympic athletes’ visual self-presentation on Instagram, Sport Management Review, (19)2,2015, Pp.1-13, https://doi.org/10.1080/15332861.2013.859041

^- Rosnani, Ahmad., Laili, Hashim., and Norasiah, Harun.,"Criteria for Effective Authentic Personal Branding for Academic Librarians in University Sains Malaysia Libraries, Procedia" - Social and Behavioral Sciences, 224, 2016,Pp 452 – 458, https://doi.org/10.1016/j.sbspro.2016.05.420

^- Guillaume, Dumont. and Mart, Ots., "Social dynamics and stakeholder relationships in personal branding", Journal of Business Research, 106, 2020, Pp.118–128, https://doi.org/10.1016/j.jbusres.2019.09.013

^-Georgiana, Diana. Marin., and Constantin, Nilă,"Branding in social media. Using LinkedIn in personal brand communication: A study on communications/marketing and recruitment/ human resources specialists’ perception", Social Sciences & Humanities Open, 4, 2021, pp. 1-8 https://doi.org/10.1016/j.ssaho.2021.100174

^-Nor, Hasliza. Md Saad., and , Zulnaidi, Yaacob.,"Building a Personal Brand as a CEO: A Case Study of Vivy Yusof, the Cofounder of Fashion Valet and the duck Group", SAGE, https://doi.org/10.1177/21582440211030274, 2021, Pp.1-12

^- İlkay, Karaduman."The effect of social media on personal branding efforts of top level executives, Procedia - Social and Behavioral Sciences, (99), The Proceedings of 9th International Strategic Management, Conference, 2013, Pp. 465 – 473. https://doi.org/10.1016/j.sbspro.2013.10.515.

^-George, K. Amoako, and Bernard, K.Okpattah.,"Unleashing sales force performance: The impacts of personal branding and technology in an emerging market. Technology in Society, 54,2018, Pp. 20- 26. https://doi.org/10.1016/j.techsoc.2018.01.013

^- Madelene, Blaer. Warwick, Frost. And Jennifer, Laing. "The future of travel writing: Interactivity, personal branding and power". Tourism Management, 2020, Pp.77, 1-10, https://doi.org/10.1016/j.tourman.2019.104009.

^-Tingting, Zhang. Xiangbin,Yan. William, Yu. Chung, Wang, and Qin, Chen."Unveiling physicians’ personal branding strategies in online healthcare service platforms". Technological Forecasting & Social Change, 171, 2021, Pp.1-12, https://doi.org/10.1016/j.techfore.2021.120964.

^-Akiko, Arai. Yong, Jae. Ko. Kiki, Kaplanidou,"Athlete brand image: Scale development and model test". European Sport Management Quarterly, 13(4), 2013, Pp.383–403.

^-Lidsky, David. "Me Inc: The rethink",(2005,March1) Available at https://www.fastcompany.com/55257/me-inc-rethink

^-Tingting, Zhang. Xiangbin, Yan. William, Yu. Chung, Wang, Qin, Chen, op, Cit, P.4.

^-Deva, Rangarajan. Betsy, D.Gelb. and Amy. Vandaveer, "Strategic personal branding–—and how it pays off". Business Horizons, 60, 2017, Pp.658-659, https://doi.org/10.1016/j.bushor.2017.05.009

^- Daniel, J. Lair. Katie, Sullivan. and George, Cheney., "Marketization and the recasting of the professional self: The rhetoric and ethics of personal branding". Management Communication Quarterly, 18(3), 2005, Pp307–343.

^- Ifan D. H. Shepherd, From cattle and coke to Charlie: Meeting the challenge of self-marketing and personal branding. Journal of Marketing Management, (21)5-6,2005, P.590, https://doi.org/10.1362/0267257054307381

^-Manel, Khedher., "Personal branding phenomenon", International Journal of Information, Business and Management, 6(2), 2014, P.33.

^-Georgiana, Diana. Marin and Constantin, Nilăop, Cit , P.1

^-Hannes-Andrej, Machaz. and Keyvan, Shokoofh,"Personal branding: An essential choice? Journal of Multidisciplinary Research", 8(2),2016, P. 65

^-Guillaume, Dumont. and Mart, Ots., op, Cit , P.13

-Abd Alkhaliq, A. (2000). eilm alnafs 'usuluh wamabadiuhu, Al'iiskandaria, dar Almaerif aljamieiati, 138.

^- Eva, Illouz., "Cold intimacies: The making of emotional capitalism", Retrieved From:https://books.google.com.eg/books?id=uf2s70bUC0C&printsec=frontcover&source=gbs_ge_summary_r&cad=0#v=onepage&q&f=false, 1/9/2021, 2007,P.3.

^- Katryna, Johnson., "The Importance of Personal Branding in social media: Educating Students to Create and Manage their Personal Brand". International Journal of Education and Social Science, (4)1, 2017, P.23.

^-Anand, Pillai.,"Creating your personal brand, NHRD Network Journal", (6)3, https://doi.org/10.1177/0974173920130316, 2013, Pp 36-39.

^-William, Arruda., "Personal branding in The Digital World", TD: Talent Development ,(73)2,2019,Pp. 44,Retrieved from :https://www.coursehero.com/file/p6a89tck/Arruda-W-2019-Personal-Branding-in-the-Digital-World-TD-Talent-Development-732/.

^-Ashlesh, Shah., "Personal branding 2017 – For professions via social media. LinkedIn".(2017, January 4). Retrieved from https://www.linkedin.com/pulse/personal-branding-2017-professionals-via-social-media-ashlesh-shah.

^- Elmore, L.,"Personal Branding 2.0",Women in Business is the property of ABWA Management LLC,2010, P. 14.