Identifying and Prioritizing Effective Factors on Personal Branding of Commercial Company Managers in Social Networks

Document Type : Research Paper

Authors

1 Associate Professor, Department of Business Administration, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran

2 Ph.D Candidate, Department of Business Administration, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran.

3 M.Sc., Department of Business Administration, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran.

Abstract

Creating a brand and personal branding is considered as a strategic management tool and one of the areas of growth for businesses and managers of commercial companies. Therefore, firstly, in this research, it was tried to identify the factors that can play a role in the personal branding of business company managers, secondly, by prioritizing these factors and the indicators obtained, the degree of importance of each factor is determined. The current research is applied in terms of its purpose and in terms of approach is a hybrid type of research; So that the final database includes both qualitative and quantitative information. Therefore, the effective factors on personal branding were determined through interviews with commercial company managers, social network users and academic elites, and then these factors, in the second stage and using the results of the first stage, in the form of a questionnaire A researcher-made questionnaire was prepared and provided to the mentioned people and the results obtained at this stage were prioritized and the degree of importance of each of the extracted factors and indicators using the chain analysis method Analytical Hierarchy Process (AHP) were determined. Using the opinions of experts and professors, its internal validity has been confirmed and the reliability of the Cronbach's alpha coefficient of the questionnaire was calculated above 0.94, which is acceptable. Findings showed that the factors affecting the personal branding of commercial company managers in social networks include: organizational performance, knowledge, skill and managerial intelligence, extra-organizational communication, demographic characteristics, having a personal perspective, personality traits, leadership skills, social network skills, social- cultural factors, attention to the audience and paying attention to the content, among which having a personal perspective has the most influence and demographic characteristics has the least influence.

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References

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