Tricky two-some: The interplay between radio personalities'  personal online identities and online personal brands

Delport, Mardi; Mulder, Dalmé

doi:10.18820/24150525/comm.v26.4

Cited by 4 publications

(2 citation statements)

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“…These authors also state that the desire to have a personal brand conflicts with the desire for self-expression (Marwick & boyd, 2010). This supports the notion of Delport and Mulder (2021), who found that a lack of training in social media communication and a lack of knowledge about the basic principles of personal branding are some of the challenges radio personalities experience when managing their online personas. More guidance, besides a social media policy, is thus needed for displaying online identities that represent ordinariness, everydayness, and relatability.…”

Section: Setting the Stage For The Featured Actsupporting

confidence: 54%

Me, myself, I:

Delport

Mulder²

2023

MedieKultur

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Digital technologies have sparked a renewed focus on radio personalities. Radio personalities are, by virtue of their profession, performers, and social media offers a stage on which to enact their professional and personal identities. Drawing on Goffman’s (1959) theatre metaphor, this study explored the way radio presenters display their personal and professional identities online. This research evolved from the difficulty that seems to exist in the interplay between a personal online identity and an online personal brand. The qualitative study was embedded within an interpretative and constructivist paradigm. Data were collected through face-to-face interviews with radio personalities of a commercial radio station in South Africa and were triangulated with content analysis of the presenters’ social networking profiles. The findings extend existing scholarship by suggesting that radio personalities display differently configured online characters. The study makes a theoretical contribution by highlighting that radio personalities’ actions on social media should be informed by a strategic marketing approach in achieving individual and business goals.

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Section: Setting the Stage For The Featured Actsupporting

confidence: 54%

Me, myself, I:

Delport

Mulder²

2023

MedieKultur

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“…Scholars in the field of branding state that identity is a product of social interaction determined by the context in which said interactions occur (Delport & Mulder 2021). In the same way, identity requires a medium in which interaction takes place both in person and through an online medium.…”

Section: Personal Brand Identitymentioning

confidence: 99%

The moderating effect of the use of virtual reality technologies in the branding of the cultural tourism sector: an analysis from the brand heritage

Escandon-Barbosa,

Salas-Paramo,

Castrillon Paque

2023

Comm

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One of the main concerns of many countries is the maintenance of their cultural expressions over time. Since these expressions allow for defining the most deeply rooted characteristics of the identity of both nations and people in this way, the purpose of this research is to analyze the moderating effect of the use of virtual reality technologies in the relationship between the different categories of cultural branding and the brand heritage in the cultural tourism sector of a country. To achieve this purpose, using the technique of structural equations allows for finding both direct and indirect relationships between the factors that affect the brand heritage of a country. The sample considered the perceptions of 460 individuals who frequently attend cultural events and who have used event advertising with virtual reality. Within the different results, it was found that there is a direct and positive moderation effect in the relationships between the different cultural branding categories and the brand heritage. On the other hand, while the social and personal brand identities have a positive effect on the brand heritage, the branding equity and brand awe not significant in traditional channels, unlike the virtual reality.

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