Online Personal Branding in the Middle East and North America: A Comparison of Social Capital Accumulation and Community Response

Saleem, Fathima; Iglesias, Oriol

doi:10.1007/978-3-319-10951-0_12

Cited by 4 publications

(6 citation statements)

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“…Career achievement aspiration was also strongly related to personal branding, eventually leading to greater perceived employability, confirming the importance of attitudinal disposition for proactive career behavior. We observed that the societal norm around personal branding has not been settled yet, especially outside the Western contexts (Phua and Caras, 2008;Saleem and Iglesias, 2015), which could explain the negative relationship between career feedback and personal branding intention. Those who receive a lot of career advice (and, therefore, enjoy career help from own network) may have a lower need to engage in personal branding.…”

Section: Discussionmentioning

confidence: 89%

Get Noticed to Get Ahead: The Impact of Personal Branding on Career Success

2019

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There is a growing amount of attention being brought to personal branding as an effective career behavior, but little is known about the factors that predict personal branding behaviors and their outcomes. In two studies (N = 477) across two distinctly different cultural contexts (Western and Asian) based on a newly developed and validated scale of personal branding, we have examined the antecedents and outcomes of personal branding. The findings confirm that personal branding leads to greater career satisfaction, fully mediated by perceived employability. Career achievement aspiration was the strongest predictor of engaging in personal branding, while career feedback negatively related to personal branding intention and career self-efficacy positively related to personal branding but not to personal branding intention. These findings highlight the importance of personal branding as a contemporary career technique in promoting one's personal brand identity to achieve beneficial career outcomes.

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Section: Discussionmentioning

confidence: 89%

Get Noticed to Get Ahead: The Impact of Personal Branding on Career Success

2019

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“…It is noteworthy that different cultures may have varying degrees of appreciation of personal branding practices. For instance, North American blogger communities are more discerning and skeptical of someone's self-promotion activity and they place a greater value on knowledge dissemination, while Middle Eastern personal brander communities are “more praiseworthy, accepting, and less critical of the personal brander efforts at self-promotion and increasing social capital” (Saleem and Iglesias Bedós, 2013 , p. 20). Vallas and Christin ( 2018 ), having compared the attitudes toward personal branding among the US and French freelance web journalists, report that the French journalists are more wary of such practices than their American counterparts.…”

Section: Resultsmentioning

confidence: 99%

“…Lair et al ( 2005 ) were the first researchers to raise the ethical questions associated with personal branding, focusing on three areas: gender, race, and culture. They were primarily analyzing at the US labor market, but, e.g., Saleem and Iglesias Bedós ( 2013 ) also questioned across the board applicability of personal branding practices in various cultural contents. However, such differences also benefit the individual.…”

Section: Resultsmentioning

confidence: 99%

Personal Branding: Interdisciplinary Systematic Review and Research Agenda

2018

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Personal branding has become an important concept in management literature in recent years. Yet, with more than 100 scholarly papers published on the concept to date, it has developed into a fragmented area of research with a diversity of definitions and conceptual boundaries. This paper posits that this heterogeneity of extant research impedes theoretical and empirical advancement. To strengthen the foundation for future work, we review the extant literature and offer an integrative model of personal branding. Through our systematic literature review we identify the key attributes of the construct, establish its clarity by comparing it with similar concepts in its nomological network, and suggest the definitions of personal branding and personal brand based on the reviewed literature. Further, we propose a theoretical model of personal branding summarizing the findings from the reviewed papers. The proposed model outlines the trends conducive to personal branding, as well as its drivers, processes, and outcomes. Finally, we discuss ethical implications of personal branding for both scholarly work and practice. In conclusion, we outline a further research agenda for studying personal branding as a critical career and organizational behavior activity in contemporary working environment.

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“…Finally, we contribute to the literature on graduate employability (Khedher, 2019; Tymon et al., 2019) and early careers (Seibert, Kraimer, Holtom, & Pierotti, 2013) by showing that students report lower levels of PBE than employed adults. This finding is not surprising as PBE, as a form of human and social capital, tends to increase over time with the accumulation of knowledge and experience (Saleem & Iglesias, 2015; Vallas & Christin, 2018). Indeed, our findings show that PBE was positively related to work experience.…”

Section: Discussionmentioning

confidence: 97%

Personal brand equity: Scale development and validation

Gorbatov

Khapova

Oostrom

et al. 2020

Personnel Psychology

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Crafting a personal brand has become an important factor for career success. Despite the growing literature on topics associated with personal brands, the conceptualization and measurement of personal brand equity (PBE) have received little attention. By drawing upon and integrating the marketing and careers literatures on branding, we reconceptualized the definition of PBE and delineated its dimensions and conceptual boundaries. Furthermore, we developed a 12‐item scale to measure PBE. Among seven different samples (total N = 3,273), including two samples of employees, this study tested the construct and criterion‐related validity of the PBE scale. First, exploratory and confirmatory factor analyses supported a three‐dimensional structure of PBE (brand appeal, brand differentiation, and brand recognition). In two samples, the convergent and discriminant validity of the PBE scale was established. Finally, this study showed that PBE predicts perceived employability, career success, and job performance. The PBE scale offers new opportunities to understand and measure career behaviors by considering individuals’ personal brand positioning.

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Online Personal Branding in the Middle East and North America: A Comparison of Social Capital Accumulation and Community Response

Cited by 4 publications

References 0 publications

Get Noticed to Get Ahead: The Impact of Personal Branding on Career Success

Get Noticed to Get Ahead: The Impact of Personal Branding on Career Success

Personal Branding: Interdisciplinary Systematic Review and Research Agenda

Personal brand equity: Scale development and validation

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