Key aspects of personal brand identity in social media commerce: Impact on successful personal branding

Abstract

This study explores the factors influencing personal brand identity and their impact on successful personal branding. It examines the positive influence of social media usage, self-expression, professionalism, and self-disclosure on personal brand identity, while also considering the inconsistent findings regarding the role of self-efficacy. The study finds that social media usage, self-expression, professionalism, and self-disclosure play crucial roles in developing a strong personal brand identity, which is essential for achieving successful personal branding. However, the findings on self-efficacy's influence on personal brand identity are inconsistent with previous research. This study contributes to the understanding of personal brand identity and provides valuable insights for individuals and organizations seeking to develop and maintain strong personal brands.