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Self-Branding, Identity Construction and Social Media Use by Chief Executive Officers in Ghana

机译：加纳首席执行官的自我品牌塑造，身份构建和社交媒体使用

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This paper examines the kinds of posts some selected Chief Executive Officers (CEOs) in Ghana share on social media and how the concept of self-branding is enacted through such posts. Using qualitative content analysis of posts shared on Facebook by five purposively selected CEOs in Ghana, and anchored on identity construction theory and Goffman’s Presentation of Self, the paper reveals that the selected Ghanaian CEOs share diverse themes in their posts including issues on governance, globalization, social and organisational subjects as well as their individual personae. Again, the study reveals that the CEOs who engage social media actively present themselves positively to appeal to their social media followers by branding themselves as organisational leaders, corporate spokespersons, social commentators and influencers, globetrotters, religious affiliates and gender advocates. The paper concludes that CEOs consciously and subtly construct, modify, maintain, and promote their personal identities through multiple, diverse and vibrant branding techniques on social media.
机译：本文研究了加纳某些精选的首席执行官（CEO）在社交媒体上分享的职位种类，以及如何通过此类职位制定自我品牌概念。通过对五位加纳有意挑选的CEO在Facebook上分享的帖子进行定性内容分析，并以身份建构理论和Goffman的“自我介绍”为基础，该论文显示，加纳的几位CEO在其帖子中分享了多种主题，包括治理，全球化，社会和组织主题以及他们的个人角色。该研究再次表明，积极参与社交媒体的首席执行官通过将自己冠以组织领导者，公司发言人，社会评论员和影响者，环球旅行者，宗教信奉者和性别倡导者的形象，积极展现自己，以吸引自己的社交媒体追随者。本文的结论是，首席执行官通过社交媒体上多种多样且充满活力的品牌技术有意识地，巧妙地构建，修改，维护和提升其个人身份。

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