Brand Personality Research Articles

Gen Z’s Oversharing on Instagram Stories

Oversharing was initially used to explain the condition where someone excessively discloses more private information about themselves to the general public, both online and offline. Oversharing on social media by adolescents is a significant problem in the digital age. However, Gen Z is closer to this phenomenon because their lives must be connected to the existence of social media as a platform to introduce themselves to the public. Therefore, Gen Z must manage the boundaries between private and public information. This qualitative study uses a descriptive approach, using Sandra Petronio's Communication Privacy Management Theory. The research informants were Gen Z, aged 18-24, who live in Sidoarjo and Surabaya. This study found that Gen Z's oversharing behavior in Instagram Stories can be associated with uploading repetitive or repetitive content. Oversharing activities on Instagram Stories also create conditions where Gen Z is more willing to share the luxury and wealth they possess. Oversharing can also be part of personal branding and labeling for Gen Z. Oversharing not only impacts the person sharing it, but this activity can also have consequences for the audience, such as embarrassment, disturbance, and disappointment. This research shows how Gen Z could overshare on Instagram Stories and how they manage their personal life according to CPM theory.

A-207 Enhancing Healthcare Delivery Network Laboratories: The Role of Third-Party Consultants in Benchmarking and Reviewing RFP Results

Abstract Background Healthcare delivery networks, particularly laboratory services, play a critical role in patient care and diagnosis. However, ensuring the quality and efficiency of these services can be challenging due to the complex and dynamic nature of healthcare systems. Third-party consultants offer valuable expertise in benchmarking and reviewing Request for Proposal (RFP) results, which can improve the quality and cost-effectiveness of laboratory services within healthcare networks. Methods To evaluate the role of third-party consultants in enhancing healthcare delivery network laboratories, the author conducted surveys to 50 laboratory leaders with a 50% response rate and analyzed the following aspects: Benchmarking: Comparing laboratory performance metrics with industry best practices and peer institutions to identify areas for improvement. RFP Review: Utilizing subject matter experts to assess the technical and financial proposals submitted by vendors to ensure compliance with RFP requirements and to identify the most suitable vendor for the network. Emotional Procurement: Minimizing the influence of emotional factors, such as personal relationships or brand loyalty, during the RFP process. Results Improved Quality: 65% said they can save >50 hours of labor utilizing a 3rd party for RFP, thus able to focus on patient results and quality. Cost Savings: 76% of respondents said consultants can help networks reduce expenses and improve their financial performance by 10-20% above and beyond incumbent negotiations. Emotional Procurement Mitigation: While the specific statistics supporting the influence of consultants on mitigating emotional factors in procurement decisions are not readily available, the broader impact of emotions on decision-making is well-documented. Therefore, while direct statistics may be limited, the influence of emotions on procurement decisions is a recognized factor in the field of decision science and consumer behavior. Turn around time: 70% of respondents said utilizing a 3rd party can reduce the turnaround time of a sourcing event from >3 months to < 1months. Conclusions Third-party consultants can provide valuable insights and expertise in benchmarking and reviewing RFP results, leading to several benefits. They can play a crucial role in enhancing healthcare delivery network laboratories by providing valuable expertise in benchmarking, reviewing RFP results, communication and reducing turnaround time. By improving quality, reducing costs, mitigating emotional procurement based on brand loyalty, and enhancing collaboration, consultants can help networks deliver high-quality services to patients and improve their overall performance. Consultants can facilitate more focused communication and partnership development between laboratories, vendors, and other stakeholders, ensuring a seamless transition and optimal performance without scope creep. As healthcare networks continue to evolve and face new challenges, the role of third-party consultants will become increasingly important in ensuring the quality and efficiency of laboratory services, potentially resulting in $100’s of millions in cost takeout across the country.

Total Quality Management (TQM) Leads to Sustainable Marketing. A Study on Mama Earth

Total Quality Management (TQM) is a practice which believes in a companywide responsibility towards continuous improvement and maintenance of quality with the cooperation of employees through innovation in product and technology in order to meet changing requirements of the consumers. The concept of TQM has been accepted worldwide these days. By combining quality and sustainability management, organizations make sure that the products and services that are being produced are qualitative and also these have very negligible negative impact on our environment. Also they foster social equity and preserve natural resources for the future generations which are the main aim of sustainability. The main purpose of this paper is to find out the relationship between sustainable HR practice and sustainable marketing practice of Mama Earth by implementing Total Quality management (TQM). This paper provides an insight on how one of the leading personal care brands Mama Earth imbibes the concept Total Quality Management (TQM) as a sustainable HR practice which ultimately leads to the sustainable marketing activities. Mama Earth being a socially responsible product manufacturer is how far implementing TQM in all facets of organization, especially in Marketing the products is the objective of the study. Both secondary and primary data are collected to fulfill the above purpose. The study can further extend by studying the Impact of Sustainable marketing on consumers' loyalty.

How Significant is Instagram in Shaping Personal Branding? Literature Review

This study reviews existing literature on the role of Instagram in shaping personal branding, employing a qualitative method with a literature review approach. With the increasing use of social media, particularly Instagram, by individuals from various professional backgrounds, it is essential to understand the extent to which this platform influences personal branding strategies. Through comprehensive literature analysis, this research identifies the key factors that make Instagram an effective tool for personal branding, as well as the challenges and opportunities users face. These findings provide insights for academics and practitioners on optimizing Instagram for personal branding. The study concludes that Instagram plays a crucial role in shaping personal branding, contingent on strategic and appropriate use. Recommendations for further research and practical implications are provided to maximize the impact of personal branding on Instagram through data-driven approaches and creative strategies

The Mediating Role of Brand Love between Brand Personality and Brand Loyalty: A Study on SMEs Traditional Woven Fabric in Indonesia

This paper aimed to examine the impact of brand personality dimensions (sincerity, excitement, and competence) on brand loyalty. In addition, the role of brand love is explored through mediation models. A total of 384 valid and usable responses collected from a consumer of Traditional SME Traditional Woven fabric in Indonesia were analyzed through the structural equation model (SEM). A research model examined several hypotheses underpinned by multidimensional brand loyalty and interpersonal love. The findings showed that sincerity and competence had a significant impact on brand loyalty and brand love, but excitement had no significant impact on brand loyalty and brand love. Moreover, brand love mediated the relationship between sincerity and competence, but excitement had an insignificant impact. The results of this study indicate that small and medium-sized enterprises (SMEs) in the traditional woven fabric industry should foster emotions to establish a robust consumer-brand connection. Furthermore, it is critical to prioritize the development of robust attributes, as traditional woven textiles possess deeply ingrained cultural significance. This study contributes to the current knowledge of brand loyalty literature by exploring the characteristics of brand personality and brand love. The findings imply that when consumers' brand personality is mixed with brand love, it will result in increased loyalty towards the brand.

The Development Path of Livestreaming Influencers in the Context of New Trends

In the context of rapid economic development, live banding is rapidly emerging as an emerging e-commerce model, but intensified competition in the industry, upgraded consumer demand and tightened regulatory policies have caused influencers to face many challenges. This paper analyses the current situation and problems of influencer live banding, pointing out the phenomena of false propaganda and uneven service quality. To cope with these problems, it is suggested to strengthen the education of regulations and improve the quality of influencers. Looking ahead, influencers should continue to learn, focus on personal branding, and innovate live content to achieve sustainable development. Promoting the standardization and professionalization of the industry will help meet the growing demand of consumers and create new development opportunities for the live streaming bandwagon industry. This article aims to provide reference and guidance for practitioners and promote the healthy and sustainable development of the industry.

Examines The Impact of Product And Service Quality On Customer Satisfaction at PT. BMTP With Personal Branding

Examines The Impact of Product And Service Quality On Customer Satisfaction at PT. BMTP With Personal Branding

Green and glam: Celebritisation of environmental activism on instagram

<p>This study examines the celebritization of environmental activism on Instagram, focusing on two prominent Indonesian public figures: Hamish Daud and Nadine Chandrawinata. Through a qualitative discourse analysis of their Instagram posts from July to December 2023, we explore how environmental<br />sustainability is intertwined with the process of celebritization in the Indonesian context. Drawing on Driessens' (2013) framework of mediatization, personalization, and commodification, and employing Stuart Hall's encoding/decoding model, this research investigates how these celebrities construct and promote their environmental activist personas through social media. Our findings reveal that Daud and Chandrawinata strategically blend their celebrity status with environmental messaging, creating a unique form of 'celebrity ecology'. They leverage Instagram's visual and narrative features to present environmental activism as part of an aspirational yet attainable lifestyle. The study identifies key strategies employed by these celebrities, including the integration of activism with personal branding, the use of family narratives to promote eco-friendly practices, and the endorsement of sustainable products. While their approach effectively raises awareness about environmental issues, it also reveals tensions between authentic advocacy and personal brand building. The research highlights how followers' interpretations of these messages can vary, sometimes focusing more on the celebrities' personal lives than on environmental content. This study contributes to the growing body of literature on celebrity activism in non-Western contexts and offers insights into the potential and limitations of using social media for environmental advocacy</p><p> </p>

Investigating the influence of social media influencer credibility on beauty product purchase behaviors: a case study from Vietnam

The growing dominance of social media as a marketing platform underscores the importance of understanding how influencer credibility affects consumer behavior. Social media influencers, through effective personal branding and content creation, form strong connections with their followers, significantly impacting their audience’s perceptions, attitudes, and purchasing decisions. This study explores the effects of social media influencers’ source credibility, comprising trustworthiness, expertise, and attractiveness, on consumers’ purchase intentions and behaviors regarding beauty products in Vietnam. A quantitative approach was utilized, with data collected from 269 Vietnamese consumers through a structured questionnaire and analyzed using partial least squares structural equation modeling. The results showed that all three components of source credibility, including trustworthiness, expertise, and attractiveness, significantly and positively influenced consumers’ purchase intentions for beauty products. Among these factors, expertise had the strongest effect on purchase intention (β = 0.289, p < 0.001), followed by trustworthiness (β = 0.216, p = 0.001), and attractiveness had the weakest influence on purchase intention (β = 0.195, p < 0.001). Moreover, purchase intention was found to have a significant positive impact on purchase behavior (β = 0.545, p = 0.004). These findings provide valuable insights for marketing managers and companies seeking to optimize their influencer partnerships by selecting influencers whose credibility aligns with their brand values and leveraging their expertise to build consumer trust, drive engagement, and influence purchase decisions. AcknowledgementThe researchers express sincere gratitude to all the participants who participate in this research study.

Well-being policies and applicant attraction: The mediating role of employer brand personality

Increasingly, (potential) employees take their well-being into account when choosing or quitting jobs. However, we do not yet know whether and how organizations can influence applicant attraction by communicating their well-being policy within recruitment materials. Based on signaling theory, we hypothesize that a well-being policy functions as a signal through which potential applicants make inferences about employer brand personality (organizational warmth and competence), ultimately increasing organizational attractiveness and application intentions. Moreover, we examine whether the content of the well-being policy matters and compare (a) prevention versus promotion policies and (b) individual-level versus organizational-level policies. Two experimental studies among samples of Belgian employed potential applicants showed that a well-being policy increased organizational attractiveness and application intentions, while organizational warmth served as an explaining mechanism. Organizational-level well-being policies elicited higher application intentions compared to individual-level well-being policies, which was mediated by organizational warmth and competence. Moreover, we found that even in the presence of another strong signal (salary information), a well-being policy is still linked to increased applicant attraction. Lastly, a well-being policy increases organizational attractiveness especially when salary is average in comparison to when salary is above average.

A conceptual framework for exploring the use of a green marketing mix and brand image to attract customers for green services while visiting a hotel: A step toward marketing sustainability

Recently, the application of green marketing strategies to promote marketing sustainability has increased in response to the growing demand for eco-friendly products, Price, promotion, place, and service are all variables that influence purchasing decisions, and the current study aims to confirm this. as the brand plays a significant role as well because it is regarded as the driving force behind consumer attraction in society. For this study, a framework connecting brand image (brand benefits and competence, brand identity, brand personality, brand association, brand attitude, and behavior), the green marketing mix (green services, green place, green price, green promotion), and green purchasing decisions were created to better understand the relationships among these variables. Artificial neural network (ANN) analysis and structural equation modeling (SEM) based on deep learning will be conducted via the new hybrid analysis approach. The research employed a survey of hotel customers in Iraq, Additionally, the researchers conducted structured interviews with a group of hotel managers. The issue of green marketing and how it relates to environmentally conscious consumer choices has received much attention, which has made addressing sustainability a top priority in the hospitality industry, particularly in hotels. In this study, customers were the main focus since their choice is crucial regarding switching to green services. However, a group of these hotel managers were interviewed to validate the findings and establish credibility. The current study was limited since it focused on clients in general, without considering clients from outside Iraq. Future studies can examine the variable of organizational support and the degree of change acceptance among customers.

STRATEGI BRANDING POLITIK DI ERA MEDIA SOSIAL TWITTER: ANALISIS KEBERHASILAN BRANDING JOKOWI-MA’ARUF AMIN PADA PILPRES 2019

This study aims to analyze the political branding strategy used by the Jokowi-Ma'ruf Amin winning team in the 2019 Presidential Election, especially through the Twitter platform. Amid various religious issues and criticisms of the Jokowi regime's performance, Jokowi-Ma'ruf's electability had decreased. Therefore, the winning team must design an appropriate communication strategy to restore the positive image of the candidate pair. This study uses a qualitative descriptive approach with the help of NVivo 12 Plus software to analyze content from Twitter. The focus of the analysis includes political brand equity indicators, namely brand association, brand loyalty, and brand awareness. The results of the study show that Jokowi-Ma'ruf Amin's political branding strategy is more dominated by brand association and brand loyalty, which reached 42.67% and 36.67%, respectively. Brand association plays an important role in building Jokowi-Ma'ruf's personal branding through the support of political parties such as PDI-P and PKB, while brand loyalty can be seen from the strong support of modernist and traditional Islamic groups such as Nahdlatul Ulama (NU). On the other hand, brand awareness does not contribute significantly to branding strategy, with only 19.33% of the total analysis results. This study highlights the importance of managing brand association and brand loyalty in forming an effective political image on social media

Muslim Fashion Style, Personal Branding, Trust and Purchase Decisions Through Social Media

This study examines the role of Muslim fashion as a form of personal branding in online shopping through social media, particularly platforms like TikTok. While previous research has explored lifestyle and personality as aspects of personal branding, this study focuses specifically on Muslim fashion and its impact on consumer trust and purchasing decisions. Using a quantitative explanatory research approach, data were analyzed with the Smart Partial Least Squares (Smart PLS) application. The results reveal that Muslim fashion significantly influences sellers' personal branding, with a strong personal brand enhancing consumer trust in the seller. The findings suggest that sellers who align their Muslim fashion with consumer perceptions can build stronger trust, broaden their customer base, attract new buyers, and ultimately increase sales. These insights offer valuable guidance for sellers aiming to improve their marketing strategies through consistent, transparent content and services on social media.

Integrating Sustainability and Circular Economy into Consumer-Brand Dynamics: A Saudi Arabia Perspective

This study examines the evolving consumer-brand dynamics within Saudi Arabia, particularly focusing on the integration of sustainability into consumer preferences and brand loyalty. Utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM) and non-parametric statistical methods, this research is anchored in Consumer Culture Theory (CCT) and Self-Congruence Theory, exploring how brand personality and consumer self-congruence influence sustainable consumption behaviors and the adoption of circular economy practices among Saudi consumers. The findings reveal a significant correlation between brand loyalty and sustainable purchase decisions, underscoring the pivotal role of brand identity in fostering eco-conscious consumer choices. Additionally, the research highlights a nuanced landscape of brand loyalty, where attributes, such as social responsibility, though currently less influential, present opportunities for brands to align more closely with consumer values and national sustainability goals. The study also identifies demographic factors, such as age and income level, as significant influencers of sustainable purchasing decisions. This study provides insights into the generational shift towards environmental awareness and the implications for businesses and policymaking within the context of Saudi Arabia’s Vision 2030.

BRAND FRUNC ID DIGITAL MEDIA CONTENT PLANNING

The role of digital content in 2023 is very important due to the shifting role of mass media is gradually being replaced by social media. The content published on social media today is creative digital content that aims to increase the awareness of its audience, one of the brands in the city of Bandung called Frunc Id began planning digital content that will be uploaded on its social media channels. The purpose of this content planning is so that the creative digital content produced can provide benefits, and solutions and entertain its audience. This research uses qualitative research methods with a case study approach. The result of this research is that the Frunc Id brand makes a content plan in the form of a brand essence and campaign deck so that the packaging of the digital content presented is more focused according to the segment and gets optimal results. The form of planning presented in the brand essence is a unique value proposition, and target market based on needs, brand benefits, and brand personality. The planning presented in the campaign is the campaign objective, key message, media plan, and content matrix.

Investigation of the relationships between the brand personality of running activity, the involvement, the identification and the intention to repeat participation

ABSTRACT Purpose/Rationale To investigate the role of brand personality in the involvement, identification and repeated participation of running activity, as well as the influence of brand personality, involvement and identification on repeated participation. Design/Methodology/Approach A sample of 200 runners who regularly train in the stadiums of a city in the north of Greece was collected before the start of a daily training session. Runners filled in questionnaires evaluating: (a) the brand personality of running, (b) involvement with running, (c) identification with running, and (d) behavioral intentions. The face and content validity of the measures were investigated multidimensionally. Findings (a) sophistication and excitement significantly affect involvement with running, (b) sophistication, excitement and sincerity, contribute to the prediction of identification with the activity, (c) the intention to repeat the participation is predicted by the centrality and attractiveness of involvement but also by the competence and sincerity of the brand personality. Practical Implications Enhancement of brand personality factors such as sophistication and excitement, will increase both involvement and repeated participation. This information can be useful for sport governing bodies and authorities, institutions, clubs, coaches, event managers and running programs/activities organizers to keep runners as active participants in their offerings. Research Contribution It contributes to the understanding of brand personality’s role in running activity through specific dimensions that significantly affect involvement and identification.

Small and Medium Enterprises’ Brand Personality and Customer Satisfaction: The Mediating Role of Product Quality

The purpose of this study was to examine the influence of Tsitsou’s brand personality scale on customer satisfaction and the mediating effect of product quality on the relationship between brand personality dimensions and customer satisfaction. Data were gathered from 240 customers of Small and Medium Enterprises (SMEs) products and services through the use of a cross-sectional survey. Data analyses were done by descriptive statistics and inferential statistics by the use of SPSS Version 23 and Smart PLS-3 which was used for structural equation modelling. The results of the study revealed that all the dimensions of Tsitsou’s brand personality model (competitiveness, prestige, morality, authenticity, and credibility) had significant positive relationships with customer satisfaction. Product quality indirectly mediated the relationships among competitiveness, prestige, morality, authenticity, credibility and customer satisfaction. The results have substantiated that Tsitsou’s brand personality scale can be applied to SMEs with particular reference to developing economies. Therefore, it can be recommended that business practitioners employ brand personality traits to market their products and services to boost customer satisfaction.

The Influence of Brand Personality, Supporter Trust, Supporter Satisfaction Against Supporter Commitment (Empirical Study: Fans of The Indonesian National Football Team)

Sport, particularly football, is a field with a vast fan base, where the loyalty and commitment of fans play a crucial role in a team's success. A football team functions much like a brand, and similar to any product or service, fans have specific criteria that drive their support and commitment to their favorite team. This research aims to analyze the factors that shape fan commitment, enabling football teams to better cater to their supporters' expectations. The study specifically examines variables such as Brand Personality, Supporter Commitment, Supporter Trust, and Supporter Satisfaction. The primary objective is to identify the key factors that are essential for building a strong commitment among football fans towards their beloved teams. The research adopts a quantitative approach, targeting a sample size of at least 100 participants. Data was collected through online questionnaires, and the analysis was conducted using Structural Equation Modeling (SEM) via SmartPLS 3.0, assessing both the outer and inner models. The findings reveal that the Brand Personality of the Indonesian National Football Team has a positive and significant impact on Supporter Trust, Supporter Commitment, and Supporter Satisfaction. These results imply that by understanding and enhancing the brand personality, football teams can effectively foster greater trust, commitment, and satisfaction among their fans, leading to a stronger and more loyal supporter base.

Workaholism in higher education. An exploration of the cognitive, emotional, motivational, and behavioural elements

ABSTRACT An increasing body of work has found higher education to be a challenging and stressful environment. Meanwhile, research on workaholism, characterised by an uncontrollable urge to work excessively, has been gaining momentum. However, few studies have explored its impact within higher education. This study addressed this gap by conducting 27 semi-structured interviews with academics in the greater Dublin region, exploring the micro, meso, and macro-level factors influencing workaholism. Using a constructivist grounded theory approach, the study examined workaholism in higher education, unpacking Clark, Smith, and Haynes ([2020]. “The Multidimensional Workaholism Scale: Linking the Conceptualization and Measurement of Workaholism.” Journal of Applied Psychology 105 (11): 1281–1307.) recent definition of workaholism as a multidimensional construct comprising motivation, cognition, emotion, and behaviour. Twelve participants displayed tendencies of excessive working and constant thoughts about work, driven by negative feelings when not working. These tendencies were rooted in motivations to gain control and build a personal brand. All elements of workaholism have micro, meso, and macro influences, understood through a transdisciplinary lens. As a result, this study calls for responsible, sustainable management within higher education to avoid the negative impacts of workaholism on academics, students, and institutions.

Strategi Personal Branding Konten Kreator Melalui Media Sosial Tikok

In this digital era, social media, especially TikTok, has become a favored medium among the Indonesian public. TikTok has emerged as one of the social media platforms with a broad reach for sharing various types of information. Many TikTok users have become content creators, utilizing TikTok to disseminate their content. This study aims to determine the communication strategies of film review content creators to build personal branding and secure collaborations with production houses. This research employs qualitative methods and a case study approach. The case study approach is used to provide an in-depth description of how the creator @adhehdyt manages and develops strategies related to personal branding through data collected via interviews, social media content analysis, and the collection of the creator’s documentation.. Keywords: Personal Branding, Tiktok, @adhehdyt, Social Media,Communication