Kişisel Marka Kavramı ve Uygulaması: CEO Markaların Yeni Medya Kullanımı Üzerine Bir Araştırma
Project no. 23802 · Status: Kapanmış · 2022
Summary
<p><strong>“Personal branding” is a phenomenon that has attracted attention since it was first introduced by Tom Peters (1997). Starting from the assumption that every person is a 'brand' with a value proposition, the concept of personal brand has expanded its scope over time and has created its own sub-types. Thus, the CEO brand is one of these subtypes. The CEO brand, in the simplest terms, means that the CEO, who is the top manager and decision maker of an organization, can become a brand just like a product, service or institution.</strong></p><p><strong>In this study, it is aimed to analyze personal brand concepts and practices on the axis of the CEO brand and on the basis of new media. New media adds a new dimension to personal branding and branding activities due to its characteristics and promises. The study was designed with a qualitative research method and was carried out using descriptive analysis. The sample of the research is CEO accounts with verified qualifications on LinkedIn. Established in 2002 and launched in 2003, LinkedIn is a professional social business network and social sharing platform that enables people in the business world to communicate and exchange information with other people.</strong></p><p><strong>Within the scope of the study, it has been determined that the CEOs use the new media effectively and carry out branding activities through the new media. This situation has been interpreted as CEOs making a positive contribution to their personal brands and the brands of the organizations they work for. The findings obtained within the scope of the study are in parallel with the international and Turkish literature.</strong></p>