Selfie and Personal Branding Phenomena in the Context of the Network Economy. A Literature Review
Selfie and Personal Branding Phenomena in the Context of the Network Economy. A Literature Review

Summary/Abstract: Self-taken pictures called “selfies” shared in social media have become a worldwide phenomenon. This is due to the increased need of human being to share toother people their daily lives and to build their own personal brand in the networked world. Despite that, the subject of personal branding has not been sufficiently discussedin academic marketing literature over the past decade. The objective of the study is to present the concept of personal branding and to better understand the role selfie has, being one of the most frequently used social network, in helping people to build personal branding in the online context. Based on a literature review, authors highlight that building a personal brand in the network economy is one of thekey factors influencing a personal position in valued networks.

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