Personal branding on social media: predictors of self-presentation and relationship management of German academics
Saved in:
| Main Author: | |
|---|---|
| Format: | Thesis/Dissertation Book |
| Language: | English |
| Published: |
Baden-Baden
Nomos
2018
|
| Edition: | 1st edition |
| Series: | Internet research
volume 46 |
| Subjects: | |
| Links: | http://deposit.dnb.de/cgi-bin/dokserv?id=a9d788cf1d7644adbd5120a1b184ef14&prov=M&dok_var=1&dok_ext=htm http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=030270129&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Physical Description: | 309 Seiten |
| ISBN: | 9783848743421 3848743426 |
Staff View
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| 245 | 1 | 0 | |a Personal branding on social media |b predictors of self-presentation and relationship management of German academics |c Sanja Kapidzic |
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| 264 | 1 | |a Baden-Baden |b Nomos |c 2018 | |
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| 653 | |a Branding | ||
| 653 | |a Impression Manangement Process Model | ||
| 653 | |a Scholarly Communication | ||
| 653 | |a Soziale Medien | ||
| 653 | |a Karriere | ||
| 653 | |a Kommunikation | ||
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| 653 | |a Personal Branding | ||
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Record in the Search Index
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| adam_text | Table of Contents
1 Introduction 11
1.1 The Broader Societal Context 11
1.2 The Contemporary Professional Context 16
1.3 Personal Branding in Contemporary Careers 22
1.4 The Present Study 27
2 Conceptualization of Personal Branding 34
2.1 Personal Branding in Self-Management Literature 35
2.1.1 Personal Responsibility in a Changing Environment 36
2.1.2 Marketing and Monitoring of the Personal Brand 39
2.1.3 Implications from Self-Management Literature 42
2.2 Personal Branding from an Academic Perspective 44
2.2.1 Categorizing Persons for the Application of Branding 46
2.2.2 Conceptualization and Definition of Personal Branding 48
2.2.3 Context of Personal Branding 52
2.3 Personal Branding Behaviors 54
2.3.1 Self-Promotion 5 7
2.3.2 Ingratiation 59
2.3.3 Networking 61
2.4 Synthesis and Implications for the Present Study 64
3 Theoretical Backdrop 69
3.1 Social Capital 70
3.1.1 Definition and Conceptualization of Social Capital 71
3.1.2 Reputation as Part of Social Capital 77
3.2 Impression Management 80
3.2.1 Strategy and Impression Management 82
3.2.2 Reputation as Impression Management Motive 85
3.3 Impression Management Process Model 87
3.3.1 Environmental Setting 8 8
7
Table of Contents
3.3.2 Personal Factors 90
3.3.3 Social Factors 93
3.4 Synthesis and Implications for the Present Study 95
4 Social Media and Personal Branding 98
4.1 The Internet as Communication Channel 98
4.1.1 Internet Affordances 99
4.1.2 Personal Information on the Internet 101
4.2 Social Media Formats 103
4.2.1 Definition of Social Media 104
4.2.2 Social Media Formats Relevant to Personal Branding 106
4.2.2.1 Social Network Sites 108
4.2.2.2 Microblogs 111
4.3 Reputation and Social Media 112
4.3.1 Personal Information on Social Media 113
4.3.2 Relevance of Reputation Management on Social Media 115
4.4 Personal Branding Behaviors on Social Media 116
4.5 Synthesis and Implications for the Present Study 121
5 The Academic Context 124
5.1 Careers in Academia in Germany 124
5.1.1 Structural Factors Relevant to Academic Careers 125
5.1.2 Individual Factors Relevant to Academic Careers 130
5.1.3 Publication, Visibility, and Academic Reputation 132
5.2 Situating Personal Branding in Academic Communication 134
5.2.1 Informal Scholarly Communication 135
5.2.2 Personal Branding Audience in the Academic Context 137
5.3 Social Media Use in Academia 138
5.3.1 Extent of Social Media Use by Scholars 139
5.3.2 Social Media and Academic Reputation 142
5.4 Synthesis and Implications for the Present Study 144
6 Model of Personal Branding of Academics on Social Media 147
6.1 Personal Branding Behaviors of Academics on Social Media 148
6.1.1 Self-Promotion Behaviors of Academics 148
8
6.1.2 Ingratiation Behaviors of Academics 149
6.1.3 Networking Behaviors of Academics 150
6.2 Application of Process Model to Academics on Social Media 152
6.2.1 Environment in the Context of Social Media 152
6.2.2 Personal Factors in Academia and Social Media 153
6.2.3 Social Factors in Academia and Social Media 162
6.3 Synthesis and Implications for the Present Study 165
6.4 Research Questions and Hypotheses 167
7 Method and Study Design 174
7.1 Study Design 174
7.2 Sampling and Procedure 178
7.2.1 Sample 178
7.2.2 Procedure 182
7.3 Description of Sample 185
7.4 Questionnaire 188
7.4.1 Pretest 188
7.4.2 Variables 189
8 Results 202
8.1 Personal Branding Behaviors 202
8.1.1 Activities Important to Academic Career Advancement 203
8.1.2 Personal Branding of Academics on Social Media 206
8.2 Environmental Setting 210
8.3 Personal Factors 215
8.3.1 Demographic and Professional Factors 215
8.3.2 Perceived Relevance of the Social Media Environment 224
8.3.3 Personal Branding Efficacy 227
8.3.4 Comparison Orientation 228
8.4 Social Factors 229
8.5 Model of Personal Branding 233
8.5.1 Direct Relationships in Personal Branding Model 233
8.5.2 Indirect Relationships in Personal Branding Model 244
9
Table of Contents
9 Discussion and Conclusion 246
9.1 Summary and Discussion of the Personal Branding Model 247
9.2 Placing the Results in a Broader Theoretical Context 262
93 Limitations and Directions for Future Research 267
References 271
Appendix 299
10
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| series | Internet research |
| series2 | Internet research |
| spellingShingle | Kapidzic, Sanja Personal branding on social media predictors of self-presentation and relationship management of German academics Internet research Prestige (DE-588)4076334-1 gnd Selbstdarstellung (DE-588)4122349-4 gnd Social Media (DE-588)4639271-3 gnd Wissenschaftler (DE-588)4066567-7 gnd Profilierung (DE-588)4449017-3 gnd |
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| title | Personal branding on social media predictors of self-presentation and relationship management of German academics |
| title_auth | Personal branding on social media predictors of self-presentation and relationship management of German academics |
| title_exact_search | Personal branding on social media predictors of self-presentation and relationship management of German academics |
| title_full | Personal branding on social media predictors of self-presentation and relationship management of German academics Sanja Kapidzic |
| title_fullStr | Personal branding on social media predictors of self-presentation and relationship management of German academics Sanja Kapidzic |
| title_full_unstemmed | Personal branding on social media predictors of self-presentation and relationship management of German academics Sanja Kapidzic |
| title_short | Personal branding on social media |
| title_sort | personal branding on social media predictors of self presentation and relationship management of german academics |
| title_sub | predictors of self-presentation and relationship management of German academics |
| topic | Prestige (DE-588)4076334-1 gnd Selbstdarstellung (DE-588)4122349-4 gnd Social Media (DE-588)4639271-3 gnd Wissenschaftler (DE-588)4066567-7 gnd Profilierung (DE-588)4449017-3 gnd |
| topic_facet | Prestige Selbstdarstellung Social Media Wissenschaftler Profilierung Hochschulschrift |
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