Q3. Academic Branding on Social Media: Examining the Influence of Personal Brands on the Professor-Student Relationships

• In Event: Working Paper Session & Reception
  In Working Paper Session: Pod Q: Digital Consumption

Short 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.

Authors

• Edita Petrylaite, Northumbria University, UK

• Darija Aleksic, University of Ljubljana