Do You have an Intentional Social Brand? Intentional and Integrated Personal & Corporate Brands are Important In Professional Social Media

57 Pages Posted: 18 Sep 2019

See all articles by Tracy Nickl

Tracy Nickl

University of Antwerp, Antwerp Management School

Date Written: September 5, 2019

Abstract

The digital economy and specifically social media provide new tools and medium that place a spotlight on the need to develop intentional personal brands. Today, employee’s social brands and their firm’s brands coalesce together in social media. They intersect when employees use corporate logos with work experience and perform functions such as liking and commenting on corporate content. Given the potential value to both employees and their firms of having intentional personal social brands coupled with their associated networks, it is important to understand to what extent employees are currently intentionally building personal brands, as well as how they are incorporating (or not) the corporate brand and content. This study is based on the largest professional social media platform, LinkedIn. It attempts to study the intentionality of employee’s personal brands and networks, as well as how individuals incorporate the corporate brand, network and content into their social media activities.

Keywords: Social Media; LinkedIn; Personal Brand; Personal Network; Corporate Network

Suggested Citation

Nickl, Tracy, Do You have an Intentional Social Brand? Intentional and Integrated Personal & Corporate Brands are Important In Professional Social Media (September 5, 2019). Proceedings of the Ninth International Conference on Engaged Management Scholarship (2019), Available at SSRN: https://ssrn.com/abstract=3454088 or http://dx.doi.org/10.2139/ssrn.3454088

Tracy Nickl (Contact Author)

University of Antwerp, Antwerp Management School ( email )

Belgium

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