Academic Branding on Social Media: Examining the influence of personal brands on the professor-student relationships

Petrylaite, Edita and Aleksic, Darija (2018) Academic Branding on Social Media: Examining the influence of personal brands on the professor-student relationships. In: ACR 2018 - Annual Conference of the Association for Consumer Research, 11th - 14th October 2018, Dallas, Texas.

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Abstract

With the increasing interaction on social media and its proliferated impact on personal image, professionals including university lecturers communicate on digital channels for work and personal purposes. This research aims to find out how personal branding using the same social media account influences professors’ relationships with students as university clients.

Item Type:	Conference or Workshop Item (Poster)
Subjects:	N500 Marketing P900 Others in Mass Communications and Documentation
Department:	Faculties > Business and Law > Newcastle Business School
Depositing User:	Paul Burns
Date Deposited:	06 Nov 2018 12:24
Last Modified:	19 Nov 2019 09:46
URI:	http://nrl.northumbria.ac.uk/id/eprint/36528

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