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 -