You are a brand: social media managers’ personal branding and “the future audience”

Jacobson, Jenna

doi:10.1108/jpbm-03-2019-2299

Cited by 63 publications

(69 citation statements)

References 54 publications

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“…This study assumes that the CEO is the only member of the executive team that is important for brand equity. However, studies suggest that the CMO may also play an important role (Jacobson, 2020). Finally, the fact that the research was conducted in Poland limits the reach of the research.…”

Section: Discussionmentioning

confidence: 99%

The effect of the CEO media coverage on corporate brand equity: evidence from Poland

Górska

Mazurek

2021

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Research background: Despite increased attention in the literature to the importance of the CEO?s brand for companies, understanding of the effect of the CEO brand on the corporate brand remains limited. To contribute to this discussion, this paper investigates different facets of the impact of the CEO brand, and particularly its media coverage, on corporate brand equity. Purpose of the article: This study investigates the relationship between the different aspects of the CEO brand?s media coverage and corporate brand equity. Methods: Comprehensive media monitoring in the press and online sourcing of CEOs from the strongest Polish brands were conducted. For three years (2014?2017), media monitoring covered 81 CEOs, resulting in over 44,000 data points for this study. Regression analysis was conducted to determine whether a relationship exists between different facets of the CEO?s personal brand and company brand equity. Findings & value added: This study provides a new perspective on the relationship between the CEO and corporate brands and showcases empirical evidence of the CEO brand?s relationship with corporate brand equity. It introduces two relevant and novel variables (CEO brand reach and CEO brand advertising value equivalent [AVE]) to the literature, which have been limited to the number of mentions and its sentiment. Accordingly, this study contributes to the emerging literature of CEO branding within the branding field. Contrary to expectation, the intensity of media coverage alone was not significant. Results indicate that reach and AVE of CEO media exposure are reflected in the corporate brand equity. The study also finds that negative sentiment toward a CEO?s brand negatively affects corporate brand equity. The study adds to the growing stream of literature on the role of CEO brand.

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Section: Discussionmentioning

confidence: 99%

The effect of the CEO media coverage on corporate brand equity: evidence from Poland

Górska

Mazurek

2021

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“…This identity seeking behavior of individuals drives their engagement with brands on digital platforms (Farhat, Aslam, and Mokhtar 2021). Jacobson (2020) further suggests that this process of branding oneself, allows for the development of a comprehensive narrative that allows others to easily understand one's identity. Botha and Reyneke (2013) considered the role of emotion in the virality of social media posts, examining the willingness of individuals to share content on social media platforms.…”

Section: User-generated Contentmentioning

confidence: 99%

“…Much literature posits the reasoning for an individual willingly creating brand-related user-generated content. Several researchers suggest that social media users tend to use brand interactions on social media as a means of expressing their identity in a social context (Leung 2013;Carr, Hayes, and Sumner 2018;Fujita, Harrigan, and Soutar 2018;Jacobson 2020). Pongpaew, Speece, and Tiangsoongnern (2017) further suggest that interactions with online brand communities offer great value for users as they are able to identify with particular brands and thereby establish a clear social affiliation and an appropriate self-identity.…”

Section: User-generated Contentmentioning

confidence: 99%

“…In light of the constant social comparisons taking place on social media (Meshi, Tamir, and Heekeren 2015;Verduyn et al 2020), the content that social media users choose to post is often carefully curated in order to portray a certain image about oneself to an online network (Gearhart and Zhang 2015;Jacobson 2020). Jacobson (2020, 715) suggests that this process of curation allows social media users to develop a personal brand through "harnessing and classifying personal information and providing a comprehensive narrative for others to easily understand one's identity."…”

Section: Introductionmentioning

confidence: 99%

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How Many Likes Are Good Enough? An Evaluation of Social Media Performance

Ferreira

Robertson

Reyneke

2021

Journal of Internet Commerce

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This paper considers the evaluation of social media performance from a user's perspective using the expectation confirmation theory as the theoretical framework. The interplay between initial expectations and subsequent evaluations of social media performance, in particular, forms the basis of the evaluation. The research focuses on the influence that the performance of brand-related user-generated content is able to exert on a user's brand attitude, self-image, and the development of their personal brand. This conceptual paper develops three propositions suggesting that the social media performance of brand-related user-generated content is able to influence one's brand attitude, self-image, and personal brand respectively. A typology of four different social media user types is developed through an evaluation of the disconfirmation experienced as a result of the interplay between initial expectations and the actual evaluation of the performance of brand-related, user-generated content. The concept of social media performance is proposed, which considers the subjective evaluation of the performance of a brand-related post shared on social media platforms. In addition, the research expands the expectation confirmation theory to a new context in order to offer a more nuanced understanding of an existing yet under researched phenomenon.

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“….]" (Jacobson, 2020). Through an analysis of 20 semi-structured interviews, Jacobson (2020) uncovers several themes.…”

Section: Personal Brandingmentioning

confidence: 99%

Guest editorial

Moulard

Pounders

2020

JPBM

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You are a brand: social media managers’ personal branding and “the future audience”

Cited by 63 publications

References 54 publications

The effect of the CEO media coverage on corporate brand equity: evidence from Poland

The effect of the CEO media coverage on corporate brand equity: evidence from Poland

How Many Likes Are Good Enough? An Evaluation of Social Media Performance

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