Research output: Chapter in Book/Report/Conference proceeding › Article in an anthology › Research › peer-review
Actual Reputation Technology of Individual Entrepreneurs: Personal Branding in Social Networks. / Popova, Tatiana; Kolesova, Daria .
Proceedings of the International Conference Communicative Strategies of Information Society (CSIS 2018). ed. / Olga Dmitrievna Shipunova. Atlantis Press, 2019. p. 98-102 (Advances in Social Science, Education and Humanities Research; Vol. 289).Research output: Chapter in Book/Report/Conference proceeding › Article in an anthology › Research › peer-review
}
TY - CHAP
T1 - Actual Reputation Technology of Individual Entrepreneurs: Personal Branding in Social Networks
AU - Popova, Tatiana
AU - Kolesova, Daria
N1 - Tatiana Popova, Daria Kolesova. Actual Reputation Technology of Individual Entrepreneurs: Personal Branding in Social Networks//Series:Advances in Social Science, Education and Humanities Research Proceedings of the International Conference Communicative Strategies of Information Society (CSIS 2018). pp/98-102
PY - 2019/2
Y1 - 2019/2
N2 - The paper discusses one of the reputational technologies that have been actively used by individual entrepreneurs, namely, personal branding in social networks, which has not yet become the focus of special study. The impacting character (emotiogenity) of personal posts in blogs of individual entrepreneurs is analyzed. The study material is 4 blogs of individual entrepreneurs on Instagram (2 men and 2 women) with 5.000/20.000 subscribers. The number of posts analyzed over September-October 2018 was 266. The analysis methodology employs a cognitive-discursive approach aimed at identifying emotiogenic topics and the nature of their implementation in various types of texts - descriptions, narrations, instructions, arguments, explanations and phatic dialogues. The number of likes, as well as the number and nature of comments to the post indicates its emotiogenity. When interpreting the results of the quantitative analysis, the authors consider the gender factor and status of the blogger (the number of subscribers). The authors conclude that personal posts-descriptions and narratives that show the blogger's daily life have the greatest emotional effect. The paper reveals differences in the speech behavior of male and female bloggers and qualitative differences in perception of posts depending on the status of the blogger. The factor of personal post emotiogenity is of great significance in the reputational technology of personal branding.
AB - The paper discusses one of the reputational technologies that have been actively used by individual entrepreneurs, namely, personal branding in social networks, which has not yet become the focus of special study. The impacting character (emotiogenity) of personal posts in blogs of individual entrepreneurs is analyzed. The study material is 4 blogs of individual entrepreneurs on Instagram (2 men and 2 women) with 5.000/20.000 subscribers. The number of posts analyzed over September-October 2018 was 266. The analysis methodology employs a cognitive-discursive approach aimed at identifying emotiogenic topics and the nature of their implementation in various types of texts - descriptions, narrations, instructions, arguments, explanations and phatic dialogues. The number of likes, as well as the number and nature of comments to the post indicates its emotiogenity. When interpreting the results of the quantitative analysis, the authors consider the gender factor and status of the blogger (the number of subscribers). The authors conclude that personal posts-descriptions and narratives that show the blogger's daily life have the greatest emotional effect. The paper reveals differences in the speech behavior of male and female bloggers and qualitative differences in perception of posts depending on the status of the blogger. The factor of personal post emotiogenity is of great significance in the reputational technology of personal branding.
KW - brand persona
KW - reputation technologies
KW - personal and marketing posts
KW - text emotivity
UR - https://www.atlantis-press.com/proceedings/csis-18/55913797
U2 - https://doi.org/10.2991/csis-18.2019.20
DO - https://doi.org/10.2991/csis-18.2019.20
M3 - Article in an anthology
SN - 9789462526761
T3 - Advances in Social Science, Education and Humanities Research
SP - 98
EP - 102
BT - Proceedings of the International Conference Communicative Strategies of Information Society (CSIS 2018)
A2 - Shipunova, Olga Dmitrievna
PB - Atlantis Press
T2 - The International Conference on Communicative Strategies of Information Society
Y2 - 26 October 2018 through 27 October 2018
ER -
ID: 40877106