Proceedings of the International Conference Communicative Strategies of Information Society (CSIS 2018)

Actual Reputation Technology of Individual Entrepreneurs: Personal Branding in Social Networks

Authors
Tatiana Popova, Daria Kolesova
Corresponding Author
Tatiana Popova
Available Online February 2019.
DOI
https://doi.org/10.2991/csis-18.2019.20How to use a DOI?
Keywords
brand persona; reputation technologies; personal and marketing posts; text emotivity
Abstract
The paper discusses one of the reputational technologies that have been actively used by individual entrepreneurs, namely, personal branding in social networks, which has not yet become the focus of special study. The impacting character (emotiogenity) of personal posts in blogs of individual entrepreneurs is analyzed. The study material is 4 blogs of individual entrepreneurs on Instagram (2 men and 2 women) with 5.000/20.000 subscribers. The number of posts analyzed over September-October 2018 was 266. The analysis methodology employs a cognitive-discursive approach aimed at identifying emotiogenic topics and the nature of their implementation in various types of texts - descriptions, narrations, instructions, arguments, explanations and phatic dialogues. The number of likes, as well as the number and nature of comments to the post indicates its emotiogenity. When interpreting the results of the quantitative analysis, the authors consider the gender factor and status of the blogger (the number of subscribers). The authors conclude that personal posts-descriptions and narratives that show the blogger's daily life have the greatest emotional effect. The paper reveals differences in the speech behavior of male and female bloggers and qualitative differences in perception of posts depending on the status of the blogger. The factor of personal post emotiogenity is of great significance in the reputational technology of personal branding.
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Proceedings
International Conference Communicative Strategies of Information Society (CSIS 2018)
Part of series
Advances in Social Science, Education and Humanities Research
Publication Date
February 2019
ISBN
978-94-6252-676-1
ISSN
2352-5398
DOI
https://doi.org/10.2991/csis-18.2019.20How to use a DOI?
Open Access
This is an open access article distributed under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Tatiana Popova
AU  - Daria Kolesova
PY  - 2019/02
DA  - 2019/02
TI  - Actual Reputation Technology of Individual Entrepreneurs: Personal Branding in Social Networks
BT  - International Conference Communicative Strategies of Information Society (CSIS 2018)
PB  - Atlantis Press
SP  - 98
EP  - 102
SN  - 2352-5398
UR  - https://doi.org/10.2991/csis-18.2019.20
DO  - https://doi.org/10.2991/csis-18.2019.20
ID  - Popova2019/02
ER  -