Abstract
With the fast development of social networks, social networks have become an important tool for individuals to build their personal brand, which can promote themselves and help the development of their career. However, many studies have provided hints to improve personal brand based on the authors' observations and experiences, and are short of theoretical foundations. It makes the guidance hard to follow because of its over manipulation, ambiguity and difficulty to evaluate the cost-benefit of engaging in the processes of improving personal brand. Thus, this study develops a novel model to evaluate personal brand in social networks and its antecedent to show how the antecedent affects personal brand. The contribution of this study is that this model is the pioneer of forming a model combining personal brand and social transparency to describe how to evaluate personal brand in social networks and how social transparency affects personal brand.
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