Personal branding or employee advocacy : expert's use of social networking site
Makkonen, P., & Schutskoff, S. (2017). Personal branding or employee advocacy : expert's use of social networking site. In DSI 2017 : Proceedings of the 48th Annual Meeting of the Decision Sciences Institute (Article 1290799). Decision Sciences Institute. DSI conference proceedings. https://dsi-dev.org/wp-content/uploads/2017/11/p1290799.pdf
Published in
DSI conference proceedingsDate
2017Copyright
© the Authors & Decision Sciences Institute, 2017.
This paper deals with social media in building experts’ professional images. In the theoretical
part, online communities are discussed in the light of the paper’s topic. The study relies on
technological adoption models, and in particular, the UTAUT (Unified Theory of Acceptance and
Use of Technology) 2 model. In the empirical part, the use of LinkedIn was analyzed as the
major tool for professional networking.
Our research results suggest that the use of LinkedIn has been initiated mostly by invitation or
encouragement of another user. Only in rare occasions, self-branding was reported as the
primary motivation to register into LinkedIn. Self-presentation was improved in the process of
using the service, as the users became more acquainted with the nature of the service. Experts
presented themselves in a minimalistic manner at the beginning. Thus, it would not be accurate
to characterize it as strong self-branding. However, they had created personal brands, and they
consistently attempted to maintain it. LinkedIn was mainly used to search for professional
information and track their friends. The experts could also discuss marketing their own employer
company on LinkedIn resulting a shift towards the company's employee advocacy. However,
experts wanted to market their employee company only if it is motivating to them and supports
their personal expert brand.
Our study indicates that, on a practical level, it could be advisable to encourage employees to
use LinkedIn actively. However, as a prerequisite, companies should ensure overall job
satisfaction, and check that employer/employee relations are fully operational in order to
achieve the best possible results of marketing.
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Publisher
Decision Sciences InstituteParent publication ISBN
978-0-578-17748-9Conference
Annual Meeting of the Decision Sciences Institute ProceedingsIs part of publication
DSI 2017 : Proceedings of the 48th Annual Meeting of the Decision Sciences InstituteISSN Search the Publication Forum
2471-884XKeywords
Original source
https://dsi-dev.org/wp-content/uploads/2017/11/p1290799.pdfPublication in research information system
https://converis.jyu.fi/converis/portal/detail/Publication/27791795
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