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dc.contributor.authorMei, Xiang Ying
dc.contributor.authorBrataas, Andrea
dc.contributor.authorStothers, Robin Alexander
dc.description.abstractIn 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.en_US
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 Internasjonal*
dc.subjectPersonal brandingen_US
dc.subjectimpression managementen_US
dc.subjectSocial Media Engagement Behaviour (SMEB)en_US
dc.subjectbarriers to engagementen_US
dc.subjectsocial phobiaen_US
dc.titleTo engage or not: how does concern for personal brand impact consumers’ Social Media Engagement Behaviour (SMEB)?en_US
dc.title.alternativeTo engage or not: how does concern for personal brand impact consumers’ Social Media Engagement Behaviour (SMEB)?en_US
dc.typePeer revieweden_US
dc.typeJournal articleen_US
dc.subject.nsiVDP::Samfunnsvitenskap: 200en_US
dc.source.journalJournal of Strategic Marketingen_US

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Attribution-NonCommercial-NoDerivatives 4.0 Internasjonal
Except where otherwise noted, this item's license is described as Attribution-NonCommercial-NoDerivatives 4.0 Internasjonal