Me, Myself and I: Exploring student perceptions of personal branding in a digital age

This study explores undergraduate marketing students’ understanding of personal branding and the contribution that their digital footprint makes to their individual brands. A two phased mixed methodological approach is... [ view full abstract ]

This study explores undergraduate marketing students’ understanding of personal branding and the contribution that their digital footprint makes to their individual brands. A two phased mixed methodological approach is adopted. Findings suggest students largely understand personal branding in terms of how they present themselves and are viewed by others. Respondents generally felt that their online activity could be used to positively showcase their skills and abilities, particularly to potential employers. However, significant concerns around privacy settings on social media platforms and wider control of online content were raised.