Presentation of a Personal Brand Pattern for Authors of Academic Books in Publishing Industry in Iran (Study Case: Information Science & Knowledge)

Abstract

Purpose: The aim of this research was to identify, determine, evaluate and prioritize the factors influencing the personal brand pattern of authors of academic books in the Iranian publishing industry in the field of library and information science.Materials and methods: The methodology of this applied research was the analytical survey. The population of the research includes 122 out of 139 master's degree students in the field of library and information science, entering in the public universities in Tehran in 2018. The data were collected through library studies and a questionnaire. In fact, previous studies and the documentary research method were used to review the fundamental factors influencing the personal branding of authors of academic books in the Iranian publishing industry in the field of library and information science in order to design the questionnaire based on the research model. Research reliability was evaluated by Cronbach's alpha value which was 0.935 for the investigation of factors influencing the personal brand and 0.921 for personal competence. The collected data were analyzed through descriptive and inferential statistical methods by the SPSS and the Smart PLS software.Results: The results showed that factors influencing the personal brand include the following components: cultural component (0.898), specialty (0.875), and social factor (0.620) respectively. The results of the current research indicate that the appropriate fitting of cultural, social, and professional components is based on the individual competency components of authors.

Keywords

• personal branding
• authors
• academic books
• publishing industry
• library and information science