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首页> 外文期刊>SAGE Open >Building a Personal Brand as a CEO: A Case Study of Vivy Yusof, the Cofounder of FashionValet and the dUCk Group
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Building a Personal Brand as a CEO: A Case Study of Vivy Yusof, the Cofounder of FashionValet and the dUCk Group

机译：作为首席执行官建立一个个人品牌：以vivy yusof，时尚valet和鸭组的Cofounder为例

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Social media is a new platform for CEOs to build their image and create a strong personal brand to represent themselves and their company. This research examines an outstanding Malaysian fashion icon and social media–savvy businesswoman with over a million followers on Instagram, Vivy Yusof, the youngest Malaysian e-commerce mogul and an example of a successful CEO who has used personal branding to build an empire in the fashion industry. The objectives of this research are to identify the type of messages Vivy Yusof communicates to her audience through her personal Instagram posts and to identify the ways Vivy Yusof’s audience engages with her posts on Instagram. Her Instagram post content is classified using the Honeycomb framework that comprises seven functional building blocks, namely, presence, relationships, reputation, groups, identity, conversations, and sharing. In this study, the content of Vivy Yusof’s Instagram posts is categorized by how she focuses on the various functional building blocks in her posts and the implications these blocks have on how her audience interacts with the posts. Her social media presence confirms the importance of CEO personal branding because of her role and influence on the masses evidenced by the willingness of her followers to interact (through likes and comments) and engage with her posts on any subject matter, relating either to her business or personal life. The study contributes to a growing body of literature on personal branding strategies by shedding light on the association between content strategies and engagement with social media content.
机译：社交媒体是CEO的新平台，以建立自己的形象，并创造一个强大的个人品牌来代表自己及其公司。这项研究审查了一个杰出的马来西亚时尚图标和社交媒体娴熟的女商人，在Instagram上，Vivy Yusof，最年轻的马来西亚电子商务Mogul和一位成功的首席执行官的例子，曾使用过个人品牌以建立帝国时尚产业。本研究的目标是通过个人Instagram帖子识别vivy yusof对她的观众传达的消息类型，并确定Vivy Yusof的受众在Instagram上与她的帖子进行的方式。她的Instagram帖子内容是使用包含七个功能构建块，即存在，关系，声誉，组，身份，对话和共享的蜂窝框架分类。在这项研究中，vivy yusof的Instagram帖子的内容被她侧重于她的帖子中的各种功能构建块的分类，并且这些块对她的观众如何与帖子进行互动的影响。她的社交媒体存在证实了CEO个人品牌的重要性，因为她的角色和对群众的影响，她的追随者互动（通过喜欢和评论）并与她的职位进行任何主题，与她的业务有关或个人生活。该研究通过在内容策略与社交媒体内容之间的协会上阐明了个人品牌战略的越来越多的文学体系。

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