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The Impact of Social Media Communication on Personal Brand Management

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Marketing and Smart Technologies

Part of the book series: Smart Innovation, Systems and Technologies ((SIST,volume 280))

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Abstract

In contemporary societies, forms of communication have become, in many ways, predominantly online. The rise of social media has reshaped the culture of communication and created new virtual environments offering multiple opportunities for individuals to create profiles on different platforms, to communicate both personally and professionally. Although there is research on the phenomenon of Branding in social media, it is observed that the people-related perspective presents gaps in conceptual alignment and scientific depth and therefore holds immense room for progression. Thus, the objective of this article is, through a theoretical revision, to investigate and discuss the influence of communication practices and dynamics in the process of Personal Brand Management in social media, in order to contribute to overcome some of the gaps in scientific knowledge and enable the use of this knowledge by society in general.

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Author information

Authors and Affiliations

  1. Iscte—Instituto Universitário de Lisboa, CIES-Iscte, Lisbon, Portugal

    Evelin Machado

  2. Escola Superior de Comunicação Social, IPL; CIES-Iscte, Lisbon, Portugal

    Sandra Miranda

Authors
  1. Evelin Machado
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  2. Sandra Miranda
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Editor information

Editors and Affiliations

  1. University Institute of Maia—ISMAI, Maia, Portugal

    José Luís Reis

  2. FHNW School of Business, University of Applied Sciences and Arts, Olten, Switzerland

    Marc K. Peter

  3. Universidade Portucalense, Porto, Portugal

    Ricardo Cayolla

  4. Faculty of Organizational Sciences, University of Belgrade, Belgrade, Serbia

    Zorica Bogdanović

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© 2022 The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.

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Machado, E., Miranda, S. (2022). The Impact of Social Media Communication on Personal Brand Management. In: Reis, J.L., Peter, M.K., Cayolla, R., Bogdanović, Z. (eds) Marketing and Smart Technologies. Smart Innovation, Systems and Technologies, vol 280. Springer, Singapore. https://doi.org/10.1007/978-981-16-9272-7_33

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