Selfie and Personal Branding Phenomena in the Context of the Network Economy. A Literature Review
Year: 2017
Type: preprint
Abstract: Self-taken pictures called “selfies” shared on social media have become a worldwide phenomenon. This is due to the increased need for a human being to share to our people their daily lives and to build their own personal brand in a networked world. Despite that, the subject of personal branding has not been sufficiently discussed in academic marketing literature over the past decade. The objective of the study is to present the concept of personal branding and to better understand the role selfie has, being one of the most frequently used social network, in helping people to build personal branding in the online context. Based on a literature review, Authors highlight that building a personal brand in the network economy is one of the key factors influencing a personal position in valued networks.
Source: SSRN Electronic Journal
Authors: Wioleta Kucharska, Ilenia Confente
Institutions: Gdańsk University of Technology, University of Verona
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2788176457