Abstract
Personal branding is a new marketing concept related to the marketing strategies that a person adopts in order to promote his self in the competitive market place. The popularization of personal branding is generally attributed to the rising of the Web 2.0. We propose a theoretical foundation for online personal branding by using the dramaturgical framework of Goffman (1959). Building a personal brand involves creating a persona, performing a digital portrait using strategic reveal of information to make an image accessible to a networked audience, this self requires constant self-surveillance and monitoring in a day-to-day life. Personal branding is a formula for the achievement of personal and professional success in the competitive market place.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
