Kişisel Markalaşma Üzerine Bir Derleme Çalışması

Melis Kaytaz Yiğit

doi:10.26466/opus.846679

TR EN

Kişisel Markalaşma Üzerine Bir Derleme Çalışması

Öz

Günümüzde meydana gelen teknolojik ve toplumsal gelişmelerle birlikte, son yıllarda markaların ürünlerden, şehirlere ve üniversitelere kadar toplumun her alanında kendini göstermesi, marka kavramının hem akademik hem de işletme dünyasında önemli bir araç olarak değerlendirilmesini sağlamıştır. Her ne kadar kişisel markalaşma uzun yıllardır girişimciler, politikacılar, genel müdürler ya da işletmeler için genel bir fenomen olsa da, son on yılda, özellikle sosyal medyanın kişilerin günlük yaşamında aktif rol almasıyla birlikte, toplum içerisindeki hemen hemen her yaş, eğitim, cinsiyet grubundaki insanlar için etkili bir iletişim kurma, farkındalık ve bilinirlilik yaratma aracı haline gelmiştir. Literatür taraması olarak tasarlanan bu araştırmada, kişisel markalaşma kavramında geçmişten günümüze meydana gelen değişikliklerin ortaya konması, kişisel markaları oluşturan faktörler ve kişisel markaların hem geleneksel mecrada hem de online mecrada nasıl yaratıla-bileceği konularının incelenmesi amaçlanmıştır. Son olarak, son 10 yılda kişisel markalaşma literatüründe var olan kişisel markalaşma çalışmaları incelenmiş, kavramla ilgili ele alınmamış konular belirlenmiş ve gelecek çalışmalar için araştırma başlıkları önerilmiştir.

Anahtar Kelimeler

Marka , Kişisel marka , Kişisel markalaşma , Sosyal medya

A Literature Review on Personal Branding

Abstract

Along with the technological and social developments that have taken place today, the emergence of brands in all areas of society from products to cities ad universities in recent years has made the concept of branding an important tool both in the academic and business world. Although personal branding has been a common phenomenon for entrepreneurs, politicians, general managers, or businesses for many years, in the last decade, especially with social media taking an active role in people’s daily life, it has become an effective communication tool for creating awareness and familiarity for people of almost in every age, education, gender group in society. In this study, designed as a literatüre review, it is aimed to reveal the changes in the concept of personal branding from part to present, the factors that make up a personal brand, and how to create personal brands in traditional and online channels. Finally, within the framework of personal branding studies existing in the literature in last 10 years, the topics that have not been addressed regarding the concept were determined and research titles were proposed for future studies.

Keywords

Brand , Personal brand , Personal branding , Social media

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Details

Primary Language

Turkish

Subjects

Operation

Journal Section

Review

Authors

Melis Kaytaz Yiğit ^*
0000-0001-7036-166X
Türkiye

Publication Date

July 1, 2021

Submission Date

December 25, 2020

Acceptance Date

May 27, 2021

Published in Issue

Year 2021 Volume: 18 Number: 39

DOI

https://doi.org/10.26466/opus.846679

IZ

https://izlik.org/JA53CX89JW

APA

Kaytaz Yiğit, M. (2021). Kişisel Markalaşma Üzerine Bir Derleme Çalışması. OPUS International Journal of Society Researches, 18(39), 895-928. https://doi.org/10.26466/opus.846679

Kişisel Markalaşma Üzerine Bir Derleme Çalışması

Kişisel Markalaşma Üzerine Bir Derleme Çalışması

Öz

Anahtar Kelimeler

A Literature Review on Personal Branding

Abstract

Keywords

References

Details

Primary Language

Subjects

Journal Section

Authors

Publication Date

Submission Date

Acceptance Date

Published in Issue

DOI

IZ

Cite

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