Identification of Factors Affecting Personal Branding in Cyberspace in the Field of Speech

Jarahi, Leila; Amini Sabegh, Zeinolabedin; Sadeh, Ehsan; Afsharnejhad, Alireza

doi:10.22054/IMS.2022.61868.2022

Document Type : Research Paper

Authors

¹ PhD Student, Department of Management, Faculty of Human Sciences, Saveh Branch. Islamic Azad University, Saveh, Iran

² Associate Professor, Department of Management, Faculty of Human Sciences, Saveh Branch. Islamic Azad University, Saveh, Iran

³ Assistant Professor, Department of Management, Faculty of Human Sciences Saveh Branch. Islamic Azad University, Saveh, Iran

https://doi.org/10.22054/IMS.2022.61868.2022

Abstract

Previous research has shown that the path to personal branding is not always smooth, and there are many failed examples that demonstrate that they did not do their personal branding correctly and did not consider all aspects of the work. This issue was investigated in this study, and the factors influencing personal branding in cyberspace were identified. To achieve the objectives, two phases of data collection were carried out: a qualitative phase and a quantitative phase. During the qualitative phase, in-depth interviews were conducted with 30 experts in the fields of personal branding and cyberspace, and 39 indicators affecting personal branding in cyberspace were extracted using the content analysis method. Then, in a quantitative phase, a researcher-created questionnaire was developed based on the qualitative phase's indicators, and 392 respondents were provided. The extracted indicators were then reduced in the form of 9 components affecting personal branding in cyberspace and introduced as factors affecting personal branding in cyberspace using exploratory factor analysis. These are the nine components: self-identification and self-values, trust building, a distinct and charismatic personality, self-description, developing knowledge, endurance, attracting opportunities, paying attention to the environment, and originality.

Keywords

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‌ ‌استناد به این مقاله: جراحی، لیلا.، امینی سابق، زین العابدین.، ساده، احسان.، افشارنژاد، علیرضا. (1401). شناسایی عوامل تاثیرگذار بر برندسازی شخصی در فضای مجازی در حوزه سخنرانی، مطالعات مدیریت کسب وکار هوشمند، 11(41)، 27-54.

DOI: 10.22054/IMS.2022.61868.2022

Journal of Business Intelligence Management Studies is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License..

Identification of Factors Affecting Personal Branding in Cyberspace in the Field of Speech

References

References

Volume 11, Issue 41October 2022Pages 27-54

Volume 11, Issue 41
October 2022
Pages 27-54