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



Share Proceeding

Featured papers

See More

Featured

How Residential Mobility Influences Donations

Yajin Wang, University of Maryland, USA
Amna Kirmani, University of Maryland, USA
Xiaolin Li, University of Texas at Dallas, USA
Nicole Kim, University of Maryland, USA

Read More

Featured

N3. Emotion Regulation and Memory for Negative Emotion Ads

Sandra Segal, Ben Gurion University, Israel
Hila Riemer, Ben Gurion University, Israel
Shai Danziger, Tel Aviv University, Israel
Gal Sheppes, Tel Aviv University, Israel

Read More

Featured

How Do Consumers React to Anthropomorphized Brand Alliance? Applying Interpersonal Expectations to Business-to-Business Relationships

DONGJIN HE, Hong Kong Polytechic University
Fangyuan Chen, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.