پویایی اجتماعی در برندسازی شخصی
ترجمه نشده

پویایی اجتماعی در برندسازی شخصی

عنوان فارسی مقاله: پویایی اجتماعی و روابط ذینفعان در برندسازی شخصی
عنوان انگلیسی مقاله: Social dynamics and stakeholder relationships in personal branding
مجله/کنفرانس: مجله تحقیقات کسب و کار – Journal of Business Research
رشته های تحصیلی مرتبط: مدیریت
گرایش های تحصیلی مرتبط: بازاریابی
کلمات کلیدی فارسی: برندسازی شخصی، برندهای شخصی، ذینفع، چارچوب جهان های اجتماعی، روشهای کیفی، ورزشکاران
کلمات کلیدی انگلیسی: Personal branding، Personal brands، Stakeholder، Social worlds framework، Qualitative methods، Athletes
نوع نگارش مقاله: مقاله پژوهشی (Research Article)
شناسه دیجیتال (DOI): https://doi.org/10.1016/j.jbusres.2019.09.013
دانشگاه: Emlyon business School, OCE Research Center, 69130 Ecully, France
صفحات مقاله انگلیسی: 11
ناشر: الزویر - Elsevier
نوع ارائه مقاله: ژورنال
نوع مقاله: ISI
سال انتشار مقاله: 2020
ایمپکت فاکتور: 5.352 در سال 2018
شاخص H_index: 158 در سال 2019
شاخص SJR: 1.684 در سال 2018
شناسه ISSN: 0148-2963
شاخص Quartile (چارک): Q1 در سال 2018
فرمت مقاله انگلیسی: PDF
وضعیت ترجمه: ترجمه نشده است
قیمت مقاله انگلیسی: رایگان
آیا این مقاله بیس است: خیر
آیا این مقاله مدل مفهومی دارد: ندارد
آیا این مقاله پرسشنامه دارد: ندارد
آیا این مقاله متغیر دارد: ندارد
کد محصول: E14104
رفرنس: دارای رفرنس در داخل متن و انتهای مقاله
فهرست مطالب (انگلیسی)

Abstract

۱٫ Introduction

۲٫ Literature review

۳٫ Method and data

۴٫ Findings

۵٫ Discussion and conclusion

Acknowledgment

Appendix 1. Outline of the semistructured interviews with professional climbers

References

بخشی از مقاله (انگلیسی)

Abstract

Personal branding is a rapidly growing phenomenon taking place in multistakeholder ecosystems. This article builds on ethnographic fieldwork from the rock-climbing industry in the US and Europe to show how stakeholders enable and shape the personal branding practices of professional climbers. Findings demonstrate that personal branding is a highly social practice wherein stakeholders provide three types of resources to elaborate personal brands: material resources, informational resources, and symbolic resources. In addition, six main conventions guiding stakeholders’ relationships and enabling resource transfer are then identified and theorized. Finally, these findings are built upon to suggest a framework to analyze stakeholder cooperation in personal branding.

Introduction

Personal branding refers to the creation and management of personal brands by people who apply marketing principles to themselves for promotional purposes (Pagis & Ailon, 2017; Shepherd, 2005). This type of branding is a central concern for many professionals, such as athletes (e.g., Arai, Ko, & Kaplanidou, 2013), models (e.g., Parmentier, Fischer, & Reuber, 2013), knowledge workers (e.g., Bandinelli & Arvidsson, 2013; Gandini, 2016), bloggers and influencers (e.g., Duffy & Hund, 2015; Erz & Christensen, 2018). People increasingly use social media to elaborate and disseminate a particular image of themselves (Duffy & Hund, 2015; Marwick, 2013). Scholars have described their motivations as self-serving and calculated (e.g., Hearn, 2008, 2010), embedded in the growing marketization of social relationships across professional contexts supported by digital technologies (Gandini, 2016). This literature suggests that personal branding is a highly individual practice sharing similarities with product branding. However, brands are not created in isolation, but through the complex set of social relationships established among interrelated stakeholders (Michel, 2017; Von Wallpach, Hemetsberger, & Espersen, 2017). These stakeholders play active roles in branding processes by providing resources (Pera, Occhiocupo, & Clarke, 2016). They may have different expectations when collaborating with a brand (Jones, 2005), varying resources and power (Mäläskä, Saraniemi, & Tähtinen, 2011), and diverse backgrounds and norms (Hillebrand, Driessen, & Koll, 2015). Despite this acknowledgment of the role of stakeholders in branding, their potential participation in personal branding has received little attention. A consequence is that knowledge on the influence and role of stakeholders in the creation of personal brands remains limited to descriptive accounts of the multistakeholder ecosystems where personal brands are built.