Why Do Educational People Commit Corruption in Communicating Their Personal Brands?
- https://doi.org/10.2991/assehr.k.210227.014How to use a DOI?
- Educational Institution, Financial Reason, Managerial Reason, Communicative Reason, Personal Branding, Communication Corruption
Amid the increasingly fierce competition, personal branding has become necessary for modern workers today, including professionals in education. This article explores why people in the educational milieu, especially higher education, commit corruption in communicating their brands. We conducted interviews and one-on-one discussions with ten people who work as instructors, researchers, and structural officials in educational institutions. We identified three main reasons motivating them to commit corruption in personal brand communication: financial reasons, managerial reasons, and communicative reasons. Financial reasons refer to economic goals in improving self and family well-being and meeting daily and long-term needs. On the other side, managerial motives refer to organizational performance goals that impact personal career advancement. Meanwhile, communicative intentions apply to imaging related to the need for identity and social recognition. This research can reference decision-makers to assess performance and determine what rewards or punishments are suitable for individuals in their organizations.
- © 2021, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Bambang Sukma Wijaya AU - Muhammad Taufiq Amir AU - Jurica Lucyanda PY - 2021 DA - 2021/03/01 TI - Why Do Educational People Commit Corruption in Communicating Their Personal Brands? BT - Proceedings of the International Conference on Educational Sciences and Teacher Profession (ICETeP 2020) PB - Atlantis Press SP - 85 EP - 90 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.210227.014 DO - https://doi.org/10.2991/assehr.k.210227.014 ID - Wijaya2021 ER -