Building a Personal Brand as a CEO

A Case Study of Vivy Yusof, the Cofounder of FashionValet and the dUCk Group

Datos Bibliográficos

ID3383203
AutoresNor Hasliza Md Saad (0000-0003-0261-9133, Universiti Sains Malaysia, autor de correspondencia), Zulnaidi Yaacob (0000-0002-1222-1949, Universiti Sains Malaysia)
Año2021
Volumen11
Número3
Fecha de publicación2021-07-01
Open AccessSí
TipoARTICLE
RevistaSAGE Open (JOURNAL)
Identificadores de la revistaISSN: 2158-2440 • E-ISSN: 2158-2440
EditorialSAGE Publications Inc (PUBLISHER)
DOI10.1177/21582440211030274
OpenAlexW3192906077
IdiomaEN
Citas recibidas8
Referencias citadas42

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

Advertising · Business · Corporate social responsibility · Icon · Political science · Public relations · Reputation · Social group · Social identity theory · Social media · Sociology · Computer Science · Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · Media, Gender, and Advertising · Psychology · Social Psychology

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