Developing Personal Brands through Social Media Platforms: A case of university academics in Sri Lanka

Abstract

media’s Social widespread usage has made it possible for several developments to occur in higher education settings, including the personal branding of university academics to enhance their visibility, credibility, and professional opportunities. Even though many changes have taken place nowadays, few university academics engage in social media to enhance their personal brands. This study investigates the promotion and development of personal brands of university academics in Sri Lanka, focusing on social media platforms. The research addresses a significant gap in the existing literature by providing empirical data from a developing country context. The study aims to identify key attributes that contribute to effective personal branding and explore strategies that can be systematically used to enhance these attributes. Using a qualitative methodology, data were collected through semi-structured interviews with 45 university academics. Thematic analysis was used to identify key attributes and strategies for effective personal branding. This method allowed in-depth exploration of the participants’ experiences and insights into personal branding practices. The findings reveal that while social media platforms offer valuable tools for personal branding, university academics in Sri Lanka face unique challenges, including limited resources and digital infrastructure. The study concludes with recommendations for university academics on effective personal branding practices and suggests areas for future research to understand further the impact of cultural and contextual factors on personal branding in the higher education sector.