To engage or not: how does concern for personal brand impact consumers’ Social Media Engagement Behaviour (SMEB)?

Abstract

In the present society, people have become cautious about their online presence. By adopting a qualitative methodological approach, the study investigates consumers’ approach to SMEB (Social Media Engagement Behaviour). Through the lens of the personal branding construct, it is understood that people seek to create a satisfying presentation of the desired self. A further con-cern is to maintain the public’s perception of such an identity. Psychological experiences include the negative impact of self- disclosure, social phobia, and concerns for the brand of ‘me’. The fear is not being perceived correctly or being associated with con-troversial opinions in the eye of the target audience that they regard as important. Going beyond career advancement, the study contributes to understand how concerns for personal brand impact Gen Y’s SMEB. The findings assist commercial brands in gaining more knowledge of such consumer groups in terms of the future engagement process.