Q3. Academic Branding on Social Media: Examining the Influence of Personal Brands on the Professor-Student Relationships
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.
Citation:
Edita Petrylaite and Darija Aleksic (2018) ,"Q3. Academic Branding on Social Media: Examining the Influence of Personal Brands on the Professor-Student Relationships", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 924-924.
Authors
Edita Petrylaite, Northumbria University, UK
Darija Aleksic, University of Ljubljana
Volume
NA - Advances in Consumer Research Volume 46 | 2018
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