Kişisel Markalaşma Üzerine Bir Derleme Çalışması

Yıl 2021, Cilt: 18 Sayı: 39, 895 - 928, 01.07.2021

Melis Kaytaz Yiğit

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

Cited By: 2

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

Öz

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.

Anahtar Kelimeler

Brand, Personal brand, Personal branding, Social media

Kaynakça

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