Standing out while fitting in: How business students understand and practice personal branding

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dc.contributor Aalto-yliopisto fi
dc.contributor Aalto University en Tikkanen, Miina 2015-11-04T13:21:18Z 2015-11-04T13:21:18Z 2015
dc.description.abstract Objective: The aim of the study is to provide understanding on the phenomenon of personal branding in the context of Finnish business students. More specifically, the research looks into how the business students understand the phenomenon on four different aspects: what personal branding is, why it is practiced, where it is practiced and how it is practiced. The latter is still divided into two sub-topics: how business students practice personal branding, and how they think it should be practiced in order to help being hired. In addition, the research looks at the greater, underlying reasons behind the development of the phenomenon. Methodology: The study is qualitative and interpretative in nature. Twelve single semi-structured interviews were conducted with final year business students at Aalto University. The interviewees represent two distinct majors: marketing and economics. Six students of both groups were interviewed. The transcribed interviews were then analyzed using the thematic data analysis method. Key findings: The key findings of the study include identifying strategies and methods that business students use for branding themselves. The analysis shows that personal branding is about constantly finding the right balance between goals, audiences and communication, and the phenomenon is perceived as highly audience- and context-specific. Individuals increase cultural and social capital to acquire field-specific knowledge and networks, which can then help the individuals in standing out while fitting in. However, as personal branding is first and foremost personal, there is no one-size-fits-all strategy, but individuals need to find their own, best way to practice branding. The findings also show that while being such an individualistic approach, the understanding of the phenomenon varies greatly between the students. Interestingly, no perceivable differences were found between the two major groups. Despite social media being widely present in personal branding, the students still prefer the traditional offline world for branding themselves. en
dc.format.extent 124
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.title Standing out while fitting in: How business students understand and practice personal branding en
dc.type G2 Pro gradu, diplomityö fi Kauppakorkeakoulu fi School of Business en
dc.contributor.department Johtamisen laitos fi
dc.contributor.department Department of Management Studies en
dc.subject.keyword brand
dc.subject.keyword personal brand
dc.subject.keyword personal branding
dc.subject.keyword recruiting
dc.subject.keyword standing out
dc.subject.keyword fitting in
dc.identifier.urn URN:NBN:fi:aalto-201511054996
dc.type.dcmitype text en
dc.programme.major Organization and Management en
dc.programme.major Organisaatiot ja johtaminen fi
dc.type.ontasot Master's thesis en
dc.type.ontasot Pro gradu tutkielma fi
dc.subject.helecon johtaminen
dc.subject.helecon management
dc.subject.helecon brandit
dc.subject.helecon brands
dc.subject.helecon kaupallinen koulutus
dc.subject.helecon business education
dc.subject.helecon opiskelijat
dc.subject.helecon students
dc.ethesisid 14099 2015-06-10
dc.location P1 I

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