Kişisel Markalama Ölçeğinin Geliştirilmesi ve Bireylerin Kariyer İlgisi Düzeyleri Bakımından Farklılıklarının İncelenmesi

Öz

Personal branding as an emerging phenomenon, can be described as self marketing activities of individuals who want to be known by target group. The idea behind the personal branding lies in the directing of the impression that how one appear to others and building personal career over it. Personal branding is affected by communication tools, especially today’s social media which provide opportunities to facilitate personal branding activities of individuals. The purpose of the present study is twofold: to develop a scale of personal branding, and to examine students’ career concern levels by means of developed personal branding dimensions: image management, differentiation, and positioning. The paper ends with the discussion of how personal branding could be used in career building and the role of social media in disseminating online portfolio

Anahtar Kelimeler

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KİŞİSEL MARKALAMA ÖLÇEĞİNİN GELİŞTİRİLMESİ VE BİREYLERİN KARİYER İLGİSİ DÜZEYLERİ BAKIMINDAN FARKLILIKLARININ İNCELENMESİ

Öz

Gelişmekte olan bir kavram olarak kişisel markalama, hedef grup tarafından tanınmak isteyen kişilerin kişisel pazarlama faaliyetleri olarak tanımlanabilmektedir. Kişisel markalamanın altında, kişinin diğer kişiler tarafından nasıl göründüğü ile ilgili etkisinin yönetilmesi ve kişisel kariyerini bu etki üzerinde inşa etmesi yatmaktadır. Kişisel markalama, özellikle bireylerin kişisel markalama faaliyetlerini kolaylaştırma imkanı sağlayan günümüzün sosyal medya araçları gibi çeşitli iletişim araçlarından etkilenmektedir. Bu çalışmanın amacı, kişisel markalama ölçeğinin geliştirilmesi ve öğrencilerin kariyer ilgilerinin, geliştirilen kişisel markalama boyutları (imaj yönetimi, farklılaştırma ve konumlandırma) açısından incelenmesi olmak üzere iki boyutta değerlendirilebilir. Çalışmanın sonunda, kişisel markalamanın kariyer oluşumunda ne şekilde kullanılabileceği ile sosyal medyanın, çevrimiçi portföylerin yayılımındaki rolü tartışılmaktadır

Anahtar Kelimeler

• Kişisel Markalama, Sosyal Medya, Kariyer İlgisi

Kaynakça

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