E-Book, Englisch, Band 46, 309 Seiten, Format (B × H): 153 mm x 227 mm
Reihe: Internet Research
Kapidzic Personal Branding on Social Media
1. Auflage 2018
ISBN: 978-3-8452-8566-5
Verlag: Nomos
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)
Predictors of Self-Presentation and Relationship Management of German Academics
E-Book, Englisch, Band 46, 309 Seiten, Format (B × H): 153 mm x 227 mm
Reihe: Internet Research
ISBN: 978-3-8452-8566-5
Verlag: Nomos
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)
The disintegration of traditional forms of work in society has led to the perceived need for people to actively take charge of their careers. Against this backdrop, this study explores how academics use social media for professional self-presentation and networking. Placing the measures academics take in this respect under the umbrella term ‘personal branding’, the study answers this question and also explores possible predictors of personal branding on social media. The idea of social capital and impression management theory form the theoretical basis of the study and provide a model for the exploration of the determinants of personal branding on social media. The results indicate that personal branding is related to personal, social and environmental factors. However, social media seem to be used for the static presentation of information rather than dynamic interaction.
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Weitere Infos & Material
1;Cover;1
2;1 Introduction;11
2.1;1.1 The Broader Societal Context;11
2.2;1.2 The Contemporary Professional Context;16
2.3;1.3 Personal Branding in Contemporary Careers;22
2.4;1.4 The Present Study;27
3;2 Conceptualization of Personal Branding;34
3.1;2.1 Personal Branding in Self-Management Literature;35
3.1.1;2.1.1 Personal Responsibility in a Changing Environment;36
3.1.2;2.1.2 Marketing and Monitoring of the Personal Brand;39
3.1.3;2.1.3 Implications from Self-Management Literature;42
3.2;2.2 Personal Branding from an Academic Perspective;44
3.2.1;2.2.1 Categorizing Persons for the Application of Branding;46
3.2.2;2.2.2 Conceptualization and Definition of Personal Branding;48
3.2.3;2.2.3 Context of Personal Branding;52
3.3;2.3 Personal Branding Behaviors;54
3.3.1;2.3.1 Self-Promotion;57
3.3.2;2.3.2 Ingratiation;59
3.3.3;2.3.3 Networking;61
3.4;2.4 Synthesis and Implications for the Present Study;64
4;3 Theoretical Backdrop;69
4.1;3.1 Social Capital;70
4.1.1;3.1.1 Definition and Conceptualization of Social Capital;71
4.1.2;3.1.2 Reputation as Part of Social Capital;77
4.2;3.2 Impression Management;80
4.2.1;3.2.1 Strategy and Impression Management;82
4.2.2;3.2.2 Reputation as Impression Management Motive;85
4.3;3.3 Impression Management Process Model;87
4.3.1;3.3.1 Environmental Setting;88
4.3.2;3.3.2 Personal Factors;90
4.3.3;3.3.3 Social Factors;93
4.4;3.4 Synthesis and Implications for the Present Study;95
5;4 Social Media and Personal Branding;98
5.1;4.1 The Internet as Communication Channel;98
5.1.1;4.1.1 Internet Affordances;99
5.1.2;4.1.2 Personal Information on the Internet;101
5.2;4.2 Social Media Formats;103
5.2.1;4.2.1 Definition of Social Media;104
5.2.2;4.2.2 Social Media Formats Relevant to Personal Branding;106
5.2.2.1;4.2.2.1 Social Network Sites;108
5.2.2.2;4.2.2.2 Microblogs;111
5.3;4.3 Reputation and Social Media;112
5.3.1;4.3.1 Personal Information on Social Media;113
5.3.2;4.3.2 Relevance of Reputation Management on Social Media;115
5.4;4.4 Personal Branding Behaviors on Social Media;116
5.5;4.5 Synthesis and Implications for the Present Study;121
6;5 The Academic Context;124
6.1;5.1 Careers in Academia in Germany;124
6.1.1;5.1.1 Structural Factors Relevant to Academic Careers;125
6.1.2;5.1.2 Individual Factors Relevant to Academic Careers;130
6.1.3;5.1.3 Publication, Visibility, and Academic Reputation;132
6.2;5.2 Situating Personal Branding in Academic Communication;134
6.2.1;5.2.1 Informal Scholarly Communication;135
6.2.2;5.2.2 Personal Branding Audience in the Academic Context;137
6.3;5.3 Social Media Use in Academia;138
6.3.1;5.3.1 Extent of Social Media Use by Scholars;139
6.3.2;5.3.2 Social Media and Academic Reputation;142
6.4;5.4 Synthesis and Implications for the Present Study;144
7;6 Model of Personal Branding of Academics on Social Media;147
7.1;6.1 Personal Branding Behaviors of Academics on Social Media;148
7.1.1;6.1.1 Self-Promotion Behaviors of Academics;148
7.1.2;6.1.2 Ingratiation Behaviors of Academics;149
7.1.3;6.1.3 Networking Behaviors of Academics;150
7.2;6.2 Application of Process Model to Academics on Social Media;152
7.2.1;6.2.1 Environment in the Context of Social Media;152
7.2.2;6.2.2 Personal Factors in Academia and Social Media;153
7.2.3;6.2.3 Social Factors in Academia and Social Media;162
7.3;6.3 Synthesis and Implications for the Present Study;165
7.4;6.4 Research Questions and Hypotheses;167
8;7 Method and Study Design;174
8.1;7.1 Study Design;174
8.2;7.2 Sampling and Procedure;178
8.2.1;7.2.1 Sample;178
8.2.2;7.2.2 Procedure;182
8.3;7.3 Description of Sample;185
8.4;7.4 Questionnaire;188
8.4.1;7.4.1 Pretest;188
8.4.2;7.4.2 Variables;189
9;8 Results;202
9.1;8.1 Personal Branding Behaviors;202
9.1.1;8.1.1 Activities Important to Academic Career Advancement;203
9.1.2;8.1.2 Personal Branding of Academics on Social Media;206
9.2;8.2 Environmental Setting;210
9.3;8.3 Personal Factors;215
9.3.1;8.3.1 Demographic and Professional Factors;215
9.3.2;8.3.2 Perceived Relevance of the Social Media Environment;224
9.3.3;8.3.3 Personal Branding Efficacy;227
9.3.4;8.3.4 Comparison Orientation;228
9.4;8.4 Social Factors;229
9.5;8.5 Model of Personal Branding;233
9.5.1;8.5.1 Direct Relationships in Personal Branding Model;233
9.5.2;8.5.2 Indirect Relationships in Personal Branding Model;244
10;9 Discussion and Conclusion;246
10.1;9.1 Summary and Discussion of the Personal Branding Model;247
10.2;9.2 Placing the Results in a Broader Theoretical Context;262
10.3;9.3 Limitations and Directions for Future Research;267
11; References;271
12; Appendix;299
