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COMMUNICATION MESSAGE OF PERSONAL BRANDING INFLUENCE ON INTENTION TO BUY BEAUTY CATEGORY PRODUCTS ONLINE

9.8 (2 atsiliepimai)

Detali informacija

Kategorija: Marketingas , Bakalauro darbai
Lygis: Universitetinis
Failo tipas: DOCX failas
Apimtis: 123 psl., (19351 ž.)
Vertinimas:
9.8 (2 atsiliepimai)
Šaltiniai: Yra

Ištrauka

Global marketing
COMMUNICATION MESSAGE OF PERSONAL BRANDING INFLUENCE
ON INTENTION TO BUY BEAUTY CATEGORY PRODUCTS ONLINE

CONTENTS
INTRODUCTION 3
1. THEORETICAL ASPECTS OF PERSONAL BRANDING 6
1.1. The concept of personal branding 6
1.2. The importance of personal branding 8
1.3. Personal branding effectiveness measurement 10
1.4. The main differences between influencer and personal branding 13
1.5. Communication methods 16
1.6. The most important aspects of communication online 19
1.7. TEARS model 22
2. RESEARCH METHODOLOGY OF COMMUNICATION MESSAGE OF 
PERSONAL BRANDING INFLUENCE ON INTENTION TO BUY ONLINE
2.1. Aim, object, objectives, problem, and conceptual model 28
2.2. Research model and hypothesis 28
2.3. The procedure and instrument of data collection 32
2.4. Reliability of constructs and computing variables 35
3. RESULTS OF THE RESEARCH 36
3.1. Demographic indicators of the research 36
3.2. Descriptive statistics 38
3.3. Hypothesis testing 39
CONCLUSION 54
REFERENCES 56
SUMMARY 66
SANTRAUKA 68
ANNEXES 70

INTRODUCTION
Relevance of the topic. Philbrick & Cleveland (2015) personal branding defines as “the
combination of personal attributes, values, drivers, strengths, and passions you draw from that
differentiates your unique promise of value from your peers and helps those assessing you to
determine if they should hire you or do business with you.” In simpler words, “a personal brand
identifies, clarifies, and communicates who you are to the world around you, whether it is a
business environment, an academic field, or an entrepreneurial setting.” It is important to
understand that personal branding is not the same thing as marketing. It combines our most
interesting and authentic qualities with our most important achievements to create a successful
strategy for professional fulfilment.
Everyone is individually branded: one may not realize, acknowledge, embrace, or manage their
brand, but it certainly exists (Jacobson, 2020). People like to say that they do not have a personal
brand, but the truth is that everyone has it, but not everyone actively embraces it. Toma and
Hancock (2011) states that computer-mediated communication affords individuals the ability to
create and present a more positive representation of themselves than is possible with face-to-face
communication. An individual can be selective in their self-presentation techniques (Rosenberg
and Egbert, 2011) and in that selection process can present themselves in the positive ways
(Bazarova and Choi, 2014; Chou and Edge, 2012).
This topic was chosen to find out how personal branding can influence consumer behaviour and
intention to buy beauty product category good online. Cicala, Smith, and Bush (2012) stated that
a good personal brand enables the salesperson to deliver his/her message clearly; connect to
target prospects emotionally; motivate the buyer and generate customer loyalty purchase. It is
possible to find a lot of high-quality good products in the market these days. But somehow, they
do not reach their business goals such as revenue, new customer or even sales. It could be a
combination of many reasons why businesses like this do not succeed, but one of the main
reasons why it happens are the lack of personal branding which helps to distinguish your brand
from your competitors’. Individuals who make the effort to build their personal brands are likely
to achieve greater output in individual or personal performance, workforce productivity and
great career successes (Amaoko and Adjaison, 2014). Business owners and marketers are able to
learn how to effectively shape and present their personal brand to attract and influence...

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