Identification and prioritization of personal brand dimensions from the perspective of Instagram users in Iran

Document Type : Research Paper

Authors

1 PhD Candidate, Faculty of Business Management, College of Management, University of Tehran, Tehran, Iran

2 Associate Professor, Faculty of Business Management, College of Management, University of Tehran, Tehran, Iran

10.22051/bmr.2024.46202.2544

Abstract

A personal brand allows people to showcase their characteristics and expertise. The importance of personal brand in society is increasing day by day. By having a suitable personal brand, people can be more successful in society and achieve their goals. For this purpose, it is important to have information about personal branding. Therefore, the current research seeks to identify and prioritize the dimensions of the personal brand from the perspective of the audience. The statistical population of the research includes the users of the personal pages of people with a personal brand in four categories: athletes, actors, singers, and business consultants in December 2023. A sample of 400 people was selected from this population by stratified sampling method. The validity of the questionnaire was assessed through expert judgment and construct validity, while its reliability was confirmed using Cronbach's alpha coefficient. In order to analyze the research data and extract dimensions from exploratory factor analysis, Shannon's entropy was used in SPSS, LISREL, and EXCEL statistical software respectively to check and confirm the identified dimensions from the confirmatory factor analysis method and its prioritization. The findings of the research showed that the dimensions of personal brand, in order of importance, include performance ability, lifestyle, distinctiveness, competence, knowledge and experience, strategic ability, and responsibility.

Keywords

Main Subjects


  1. زارعی، قاسم، موحد، سید محمدرضا و عبادی ثانی، سعیده. (1402). شناسایی و اولویت‌بندی عوامل مؤثر بر برندسازی شخصی مدیران شرکت‌های تجاری در شبکه‌های اجتماعی. فصلنامه علمی پژوهشی مدیریت برند، 10(1)، 213-258.
  2. شاهپوری، صفورا، نوروزی، علیرضا و فهیمی فر، سپیده. (1398). ارائه الگوی برند شخصی‏ نویسندگان کتاب‌‏های دانشگاهی در صنعت نشر ایران (موردمطالعه: حوزه علم اطلاعات و دانش‏‌شناسی).تحقیقات کتابداری و اطلاع‌رسانی دانشگاهی،53(4)، 13-34.
  3. صفاری، محمد، پورسعید، محمدمهدی و نیک نفس، علی اکبر. (1400). عوامل مؤثر بر برندسازی شخصی در شبکه‌های اجتماعی (اینستاگرام) با رویکرد داده‌کاوی. مطالعات رفتار مصرف‌کننده، 8(2)، 138-155.
  4. Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of A Brand Name, The Free Press. New York, NY, 247-248.
  5. Arai, A., Ko, Y. J., & Ross, S. (2014). Branding athletes: Exploration and conceptualization of athlete brand image. Sport Management Review, 17(2), 97-106. ‏
  6. Caviggioli, F., & Ughetto, E. (2019). A bibliometric analysis of the research dealing with the impact of additive manufacturing on industry, business and society. International journal of production economics, 208, 254-268. ‏
  7. Chen, H. M., & Chung, H. M. (2017). A scale for CEO personal brand measurement. South African journal of business management, 48(2), 23-32. ‏
  8. Citra, F., & Kusumawati, U. D. (2023). Television Journalists' Motives in Implementing Personal Branding on Instagram. LITERATUS, 5(1), 148-165.
  9. Comrey, A. L., & Lee, H. B. (2013). A first course in factor analysis. Psychology press.
  10. Dašić, D., Ratković, M., & Pavlović, M. (2021). Commercial aspects of personal branding of athletes on social networks. Marketing, 52(2), 118-131.
  11. Del Blanco, R. A. (2010). Personal brands: Manage your life with talent and turn it into a unique experience. Palgrave Macmillan. ‏
  12. ElMassah, S., Michael, I., James, R., & Ghimpu, I. (2019). An assessment of the influence of personal branding on financing entrepreneurial ventures. Heliyon, 5(2), e01164. ‏
  13. Fitrianti, A., Febriana, K. A., & Ersyad, F. A. (2020). Personal Branding Cino Fajrin through Instagram. Jurnal The Messenger12(1), 74-83.
  14. Frendika, R., Sule, E. T., & Kusman, M. (2018). The power of personal values and cultural competence towards personal branding of employees. Academy of Strategic Management Journal, 17(1), 1-10. ‏
  15. Gandini, A. (2016). Digital work: Self-branding and social capital in the freelance knowledge economy. Marketing theory, 16(1), 123-141. ‏
  16. Girard, T., Pinar, M., & Lysiak, L. (2020). Understanding student perceptual organization of their personal branding in higher education. Journal of Higher Education Theory and Practice, 20(13), 136-146.
  17. Gorbatov, S., Khapova, S. N., & Lysova, E. I. (2019). Get noticed to get ahead: The impact of personal branding on career success. Frontiers in psychology, 2662. ‏
  18. Hamzah, I. H., Bahfiarti, T., & Sultan, M. I. (2023). PERSONAL BRANDING PT. VALE INDONESIA DI INSTAGRAM. Al-KALAM: JURNAL KOMUNIKASI, BISNIS DAN MANAJEMEN10(2), 88-103.
  19. Keshtidar, M., Shajie, K., Heydari, R., & Ebrahimi Besharat, A. (2020). Design of an Analytical Model for Iranian Taekwondo Elites’ Awareness of the Components of a Personal Brand Image. Annals of Applied Sport Science, 8(3).
  20. Liu, Y. C., Hung, Y. Y., & Gunawan, J. (2018, November). A model to explore personal brand in social networks. In Proceedings of the 20th International Conference on Information Integration and Web-based Applications & Services (pp. 306-309).
  21. Moldovan, G., & Tescașiu, B. (2023). Identifying and Measuring the Importance of the Lawyer’s Personal Brand Elements – A Quantitative Research. Proceedings of the International Conference on Business Excellence, 17, 314 - 329.
  22. Montoya, P., & Vandehey, T. (2008). The brand called you: Make your business stand out in a crowded marketplace. McGraw Hill Professional. ‏
  23. Nolan, L. (2015). The impact of executive personal branding on non-profit perception and communications. Public Relations Review, 41(2), 288-292. ‏
  24. Oshiro, K. F., Brison, N., & Bennett, G. (2021). Personal branding project in a sport marketing class. Journal of Hospitality, Leisure, Sport & Tourism Education, 28, 100308. ‏
  25. Osorio, M. L., Centeno, E., & Cambra-Fierro, J. (2020). A thematic exploration of human brands: literature review and agenda for future research. Journal of Product & Brand Management29(6), 695-714. ‏
  26. Parmentier, M. A., & Fischer, E. (2021). Working it: Managing professional brands in prestigious posts. Journal of Marketing85(2), 110-128. ‏
  27. Pawar, A., Kusmiati, M., & Sundari, S. (2022). THE BUILDING OF ONLINE PERSONAL BRANDING. Journal of Business and Management INABA (JBMI), 1(1), 1-15.
  28. Pawlak, K. M., Lui, R. N., Bilal, M., & Siau, K. (2023). How to use social media for scientific advocacy and personal branding. United European Gastroenterology Journal11(5), 488.‏
  29. Peters, T., 1997. The Brand Called YOU. Fast Company.
  30. Rampersad, H. K. (2008). A new blueprint for powerful and authentic personal branding. Performance Improvement, 47(6), 34-37.‏
  31. Rodgunphai, C., & Kheokao, J. (2020). Analysis of Reputation Factors for the Personal Branding of Journalists in Thailand. Asian Journal for Public Opinion Research, 8(4), 453-477.‏
  32. Saffari, M., Poursaeed, M. M., & Niknafs, A. (2021). Factors Influencing Personal Branding on Social Networks (Instagram) with Data Mining Approach. Consumer Behavior Studies Journal8(2), 138-155. (In Persian)
  33. Schermelleh-Engel, K. Moosbrugger, H., & Müller, H. (2003). Evaluating the fit of structural equation models: Tests of significance and descriptive goodness-of-fit measures. Methods of psychological research online, 8(2), 23-74.‏
  34. Shafiee, M., Gheidi, S., & Khorrami, M. S. (2020). Proposing a new framework for personal brand positioning. European Research on Management and Business Economics, 26(1), 45-54.‏
  35. Shahpouri, S., Noruzi, A., & Fahimifar, S. (2020). Presentation of a Personal Brand Pattern for Authors of Academic Books in Publishing Industry in Iran (Study Case: Information Science & Knowledge). Academic Librarianship and Information Research53(4), 13-34. (In Persian)
  36. Sharifzadeh, Z., Brison, N. T., & Bennett, G. (2021). Personal branding on Instagram: an examination of Iranian professional athletes. Sport, Business and Management: An International Journal. ‏
  37. Smith, D., Jacobson, J., & Rudkowski, J. L. (2021). Employees as influencers: measuring employee brand equity in a social media age. Journal of Product & Brand Management30(6), 834-853.‏
  38. Takács, I., Takács, V., & Kondor, A. (2018). Empirical Investigation of Chief Executive Officers' Personal Brand. Periodica Polytechnica Social and Management Sciences, 26(2), 112-120.‏
  39. Tuong-Minh, L. L., & HOANG, T. N. (2023). INFLUENCERS'PERCEPTION OF PERSONAL BRANDING ON SOCIAL MEDIA IN VIETNAM. International Journal of Communication Research15(3).‏
  40. Vasconcelos, L., & Rua, O. L. (2021). Personal branding on social media: The role of influencers. E-Revista de Estudos Interculturais, (9, Vol. 3).
  41. Venciute, D., April Yue, C., & Thelen, P. D. (2023). Leaders' personal branding and communication on professional social media platforms: motivations, processes, and outcomes. Journal of Brand Management, 1-20.‏
  42. Wetsch, L. R. (2012). A personal branding assignment using social media. Journal of advertising Education, 16(1), 30-36.‏
  43. Zarei, G., Movahed, S. M. R., & ebadi sani, S. (2023). Identifying and Prioritizing Effective Factors on Personal Branding of Commercial Company Managers in Social Networks. Quarterly Journal of Brand Management10(1), 213-258. (In Persian)
  44. Zhang, T., Yan, X., Wang, W. Y. C., & Chen, Q. (2021). Unveiling physicians’ personal branding strategies in online healthcare service platforms. Technological Forecasting and Social Change, 171, 120964.‏