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Online Personal Branding: Processes, Challenges, and Implications

Labrecque, Lauren I., Markos, Ereni, Milne, George R.·2011·Journal of Interactive Marketing

DOI 10.1016/j.intmar.2010.09.002

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Abstract

This research examines how people manage online personal brands in a Web 2.0 context. Using a novel mixed-method approach and consenting participants, the authors generated digital brand audits of 12 people and asked undergraduate students and a human resources professional to judge their profiles (made anonymous), both qualitatively and quantitatively. After comparing these evaluations with participants’ own judgments of their online profiles, the authors conducted long interviews to understand how people manage online profiles and feel about others’ judgment of the content they post. According to these results, people engage in personal branding, though their efforts are often misdirected or insufficient. They consider personal online branding challenging, especially, during life changes or when managing multiple audiences.

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Authors: Labrecque, L. I., Markos, E., & Milne, G. R.
Affiliations: Northern Illinois University (US)
Quinnipiac University (US)
University of Massachusetts Amherst (US)
Corresponding author: Labrecque, Lauren I.
Markos, Ereni
Milne, George R.
ORCID: Labrecque, Lauren I.
Milne, George R.
Venue: Journal of Interactive Marketing
Publisher: SAGE Publications
Published: 2011-02
Volume: 25
Issue: 1
Pages: 37-50
ISSN: 1094-9968 (ISSN-L)
1520-6653
DOI: 10.1016/j.intmar.2010.09.002
OpenAlex: W1990784117
Cited by: 512
References: 41
Citations by year: 2026: 51 · 2025: 53 · 2024: 47 · 2023: 42 · 2022: 32 · 2021: 54 · 2020: 36 · 2019: 28 · 2018: 39 · 2017: 35 · 2016: 29 · 2015: 16 · 2014: 17 · 2013: 22 · 2012: 7
FWCI: 33.05
Type: journal article
Language: en
Open access: closed
Licence: journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations: Journal of Interactive Marketing (publishedVersion)
RePEc: Research Papers in Economics (submittedVersion)
Topics: Social Sciences › Business, Management and Accounting › Marketing › Digital Marketing and Social Media
Social Sciences › Sociology and Political Science › Privacy, Security, and Data Protection
Social Sciences › Communication › Media and Digital Communication
Keywords: Web 2.0, online profiles, self-presentation, audience management, life change, social media management

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Online Personal Branding: Processes, Challenges, and Implications

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