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- W2023674327 abstract "Personal branding is a new marketing concept related to the marketing strategies that a person adopts in order to promote his self in the competitive market place. The popularization of personal branding is generally attributed to the rising of the Web 2.0. We propose a theoretical foundation for online personal branding by using the dramaturgical framework of Goffman (1959). Building a personal brand involves creating a persona, performing a digital portrait using strategic reveal of information to make an image accessible to a networked audience, this self requires constant self-surveillance and monitoring in a day-to-day life. Personal branding is a formula for the achievement of personal and professional success in the competitive market place." @default.
- W2023674327 created "2016-06-24" @default.
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- W2023674327 date "2013-06-01" @default.
- W2023674327 modified "2023-09-28" @default.
- W2023674327 title "Dramaturgical perspective of online personal branding" @default.
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- W2023674327 doi "https://doi.org/10.1109/wccit.2013.6618685" @default.
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