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
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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“the identification of these two patterns implies opportunities to assess if one is more effective in bringing about consumer trust than the other.”
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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.
- 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
- 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
- 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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