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Cited by 512Digital Marketing and Social MediaPrivacy, Security, and Data ProtectionMedia and Digital Communication

The DOI matches its Crossref record; 42 of the 42 references it cites were found in a registry or an index.

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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Research works printed but not linked: 4

  1. Hemetsberger Andrea, 2005, Advances in Consumer Research, Volume 32, 653
  2. Peters Tom, 1997, Fast Company, 10, 83
  3. Seidman I.E., 1991, Interviewing as Qualitative Research
  4. Zinkhan George M., 1999, Advances in Consumer Research, Volume 26, 69

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Metadata

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
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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