Marketing professionals are increasingly recognizing the internet as a channel for branding themselves and their expertise in an increasingly competitive landscape. In this context, the study of personal branding in the online arena has become more relevant than ever before. This in-depth study observes the perceptions of 20 marketing professionals to websites set up by experts and consultants attempting to brand themselves online. Using personal construct theory the study identifies ten themes and 35 sub categories. These include the ability of the site to relate personally to the visitor, design and aesthetics, site presence and updatedness and sales pressure amongst others.
Department, Program, or Center
Summer Marketing Educators' Conference, Boston, Massachusetts, August 13-16, 2010
RIT – Main Campus