The effect of social media on personal branding efforts of top level executives

Abstract

Personal branding is the process whereby people and their careers are marked as brands and it differs from reputation management and impression management with its purpose. It is directly intended to create an asset and brand equity that pertains to a particular person or individual. Usually branding efforts require extensive financial support for promotion to create brand awareness and afterwards brand loyalty. Social media, with its ideological and technological structure, gives the opportunity to the people to promote themselves as brands in a relatively cheap and efficient manner.