Personal brand development problems through the social culture perception prism

Abstract

Introduction. The article considers the problem of the individual personal brand development through the prism of the social culture of perception. We also identified approaches to understanding social culture, analyzed the results of research on the impact of social culture on personal brand development, and considered the structure of social culture. The article defines the types of socialization in which the individual brand values is particularly important, namely: volunteer work, professional expertise in various fields, and individual self-sufficiency as a role model. Goal. The purpose of this study was to determine the dependence of factors of socio-cultural influence on the ability of self-realization and self-actualization through the creation of an individual personal brand. Method. Confidence in our research was increased by detailed data collection aimed at obtaining a deeper understanding of the phenomenon of personal perception of social networks based on primary information obtained by the method of experimental questionnaires of social network experts. Using the analysis of the results of the survey in the control and experimental groups of respondents, we were able to make sure that the motivational factors that encourage individual involvement in social networks have a social basis. The results. We considered social culture as a set of actions to create optimal internal conditions for the development and self-change of the individual, education of the subject of activity, capable of acting, harmonizing his activity with the natural, social, spiritual-moral (value-meaning) basis of interaction with the surrounding world and himself. In the research process, ascertaining and control stages, we evaluated the level of self-actualization of persons with a developed personal brand (PB) of the control and experimental groups using the self-actualization test (TSA). The ecopsychological approach is the basis of the construction of the technology for the implementation of the social culture development program of certain types of socialization (experts). The reliability of test results and differences in mean values were assessed using the Wilcoxon signed-rank test. The formative program shows the effective influence of the development of social culture on the self-actualization of the individual and the ability to form his PB.