شناسایی و اولویت‌بندی ابعاد برند شخصی از دیدگاه کاربران اینستاگرام در ایران

برند شخصی باعث می‌شود تا افراد ویژگی‌‌ها و تخصص‌های خود را به نمایش بگذارند. اهمیت برند شخصی در جامعه روزبه‌روز بیشتر می‌شود. با داشتن برند شخصی مناسب افراد می‌توانند در جامعه موفق‌تر باشند و به اهداف خود برسند. به این منظور داشتن اطلاعات در زمینه برند شخصی حائز اهمیت است؛ بنابراین پژوهش حاضر به دنبال شناسایی و اولویت بندی ابعاد برند شخصی از دیدگاه کاربران است. جامعه آماری پژوهش شامل کاربران صفحات شخصی افراد دارای برند شخصی در چهار دسته ورزشکاران، بازیگران، خوانندگان، مشاوران کسب‌و‌کار در آذر 1402 می‌باشد. از این جامعه نمونه‌ای به حجم 400 نفر از روش نمونه‌گیری طبقه‌ای انتخاب شد. روایی پرسشنامه توسط خبرگان و روایی سازه سنجیده شد و پایایی آن نیز به وسیله آلفای کرونباخ مورد تائید قرار گرفت. به‌منظور تجزیه‌وتحلیل داده‌های پژوهش و استخراج ابعاد از تحلیل عاملی اکتشافی، جهت بررسی و تائید ابعاد شناسایی‌شده از روش تحلیل عاملی تاییدی و اولویت‌بندی آن از آنتروپی شانون به ترتیب در نرم‌افزارهای آماری spss، lisrel و excel استفاده شده است. یافته‌های پژوهش نشان داد که ابعاد برند شخصی به ترتیب اهمیت شامل توانایی عملکرد، سبک زندگی، متمایز بودن، شایستگی، دانش و تجربه، توانایی راهبردی و مسئولیت‌پذیری است.

identification and prioritization of personal brand dimensions from the perspective of instagram users in iran

1.introduction 264a personal brand allows people to showcase their characteristics and expertise. the importance of personal brand in society is increasing day by day. by having a suitable personal brand, people can be more successful in society and achieve their goals. personal brands increase the success process of people; today, many people understand the importance of personal branding. it is important to increase knowledge and awareness about how to create a personal brand, when attention is drawn to the dimensions of creating a personal brand, it is possible to witness the promotion of a personal brand in society in a better way. for this purpose, it is important to have information about personal branding. therefore, the current research seeks to identify and prioritize the dimensions of the personal brand from the perspective of the users.2.materials and methodsthe statistical population of the research includes the users of the personal pages of people with a personal brand in four categories: athletes, actors, singers, and business consultants in december 2023. a sample of 400 people was selected from this population by stratified sampling method. the validity of the questionnaire was assessed through expert judgment and construct validity, while its reliability was confirmed using cronbach's alpha coefficient. in order to analyze the research data and extract dimensions from exploratory factor analysis, shannon's entropy was used in spss, lisrel, and excel statistical software respectively to check and confirm the identified dimensions from the confirmatory factor analysis method and its prioritization. the findings of the research showed that the dimensions of personal brand, in order of importance, include performance ability, lifestyle, distinctiveness, competence, knowledge and experience, strategic ability, and responsibility. 3.results and discussionthe findings of the research showed that the dimensions of personal brand, in order of importance, include performance ability, lifestyle, distinctiveness, competence, knowledge and experience, strategic ability, and responsibility.4.conclusionby using a personal brand, people show their characteristics and expertise in a better way. the importance of personal brand in society is increasing day by day and special attention should be paid to it. the present study tried to identify and prioritize the dimensions of personal brand. the findings of the research showed that the dimensions of personal brand, in order of importance, include performance ability, lifestyle, distinctiveness, competence, knowledge and experience, strategic ability, and responsibility.the first identified dimension is responsibility. responsibility is a kind of feeling of commitment and adherence to others, following social rules and norms. responsibility makes a person have a responsible attitude towards events. responsibility is towards oneself and one should be responsible for one's goals and plans. the 3.results and discussionthe findings of the research showed that the dimensions of personal brand, in order of importance, include performance ability, lifestyle, distinctiveness, competence, knowledge and experience, strategic ability, and responsibility.4.conclusionby using a personal brand, people show their characteristics and expertise in a better way. the importance of personal brand in society is increasing day by day and special attention should be paid to it. the present study tried to identify and prioritize the dimensions of personal brand. the findings of the research showed that the dimensions of personal brand, in order of importance, include performance ability, lifestyle, distinctiveness, competence, knowledge and experience, strategic ability, and responsibility.the first identified dimension is responsibility. responsibility is a kind of feeling of commitment and adherence to others, following social rules and norms. responsibility makes a person have a responsible attitude towards events. responsibility is towards oneself and one should be responsible for one's goals and plans. the desire for social and humanitarian actions should also be considered for responsibility. the second dimension identified is distinctiveness. as the word differentiation is used in the business world; for a person, being different from others can be positive and create a better position for the audience than others. among the things to be mentioned are having leadership qualities, being unique, and having a clear image and perspective on the issues. the third dimension identified is knowledge and experience. when a person has knowledge and experience in terms of the target community, he can gain a better position in the mind of the target audience. experience is actually skills and knowledge about different events; which is obtained over time and is very valuable and can be considered as mastery of processes and activities. knowledge is the understanding of various facts and subjects that can be enhanced by being involved in the university education process. knowledge and experience cannot be separated from each other and they have a constant interaction. the fourth dimension identified is performance capability. proper performance in various matters helps to improve the personal brand. proper performance can be checked by its results. also, the ability to perform with expertise in one's field of expertise is related to mastery and awareness of activities and the ability to analyze activities. the fifth dimension identified is lifestyle. people who have established a healthy lifestyle from the beginning; have a smoother way to reach their goals. achieving personal branding is more possible by having a specific personal plan. being in the community and having high social relations is considered as a desirable lifestyle in the field of personal brand. it should be stable and continuous in its activities to get a more favorable personal brand. the sixth dimension identified is competence. competence refers to having the necessary skills and abilities to perform tasks and solve problems. from the audience's point of view, competence can include many things, including those that have been paid attention to in this research, having self-knowledge, self-confidence, and strategic thinking. the seventh dimension identified is strategic capability. strategic ability to achieve goals is important. in this way, it is important to have a key role, the ability to solve problems, and communication skills to achieve a personal brand.