IDEAS home Printed from https://ideas.repec.org/a/spr/soinre/v171y2024i2d10.1007_s11205-023-03289-1.html
   My bibliography  Save this article

A New Framework for Evaluating Social Transparency Factors and Personal Brands in Social Networks

Author

Listed:
  • Ying Chieh Liu

    (National Chin-Yi University of Technology)

Abstract

A personal brand is represented as promoting skills, experience, and career goals to other professionals. The business process of the internet as the media for information and communication technology is known as e-trade which encourages the display of creation on e-trade sites or digital markets as cost-efficient. It makes brands hard to follow the suggestions due to their vagueness and is an obstacle to estimating efficiency. Thus, this study stripped the personal brand down as well as integrated social transparency theory to develop a unique framework evaluating how social transparency factors affect the personal brand which is highlighted to audiences. A survey was performed based on audiences’ responses to posts and active audiences from Facebook and Instagram, and applied SEM to build the proposed model. The empirical results showed content and interaction transparency were significantly related to competency, standards, and relationship commitment. Identity transparency was found to have a negligible relationship with competency, standards, and relationship commitment. This study also researches brand ethics and brand research methods from the ethical perspective. The contributions of this study are twofold. First, the proposed framework provides a new view of evaluating personal brands in social networks in depth, which encourages more theory development in this area. Second, the empirical results clarified the association between the factors of social transparency and personal brand. The effective methods of improving personal brands were discussed for practitioners.

Suggested Citation

  • Ying Chieh Liu, 2024. "A New Framework for Evaluating Social Transparency Factors and Personal Brands in Social Networks," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 171(2), pages 701-728, January.
  • Handle: RePEc:spr:soinre:v:171:y:2024:i:2:d:10.1007_s11205-023-03289-1
    DOI: 10.1007/s11205-023-03289-1
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s11205-023-03289-1
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.

    File URL: https://libkey.io/10.1007/s11205-023-03289-1?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Gary Bolton & Axel Ockenfels & Peter Werner, 2016. "Leveraging social relationships and transparency in the insider game," Journal of the Economic Science Association, Springer;Economic Science Association, vol. 2(2), pages 127-143, November.
    2. Lin, Jialing & Lobo, Antonio & Leckie, Civilai, 2017. "The role of benefits and transparency in shaping consumers’ green perceived value, self-brand connection and brand loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 35(C), pages 133-141.
    3. Hunt, Shelby D., 2019. "The ethics of branding, customer-brand relationships, brand-equity strategy, and branding as a societal institution," Journal of Business Research, Elsevier, vol. 95(C), pages 408-416.
    4. Michel, Géraldine & Torelli, Carlos J. & Fleck, Nathalie & Hubert, Benoit, 2022. "Self-brand values congruity and incongruity: Their impacts on self-expansion and consumers’ responses to brands," Journal of Business Research, Elsevier, vol. 142(C), pages 301-316.
    5. Géraldine Michel & Carlos Torelli & Nathalie Fleck & Benoit Hubert, 2022. "Self-brand values congruity and incongruity: Their impacts on self-expansion and consumers’ responses to brands," Post-Print hal-03518525, HAL.
    6. Yujia Sui & Bin Zhang, 2021. "Determinants of the Perceived Credibility of Rebuttals Concerning Health Misinformation," IJERPH, MDPI, vol. 18(3), pages 1-17, February.
    7. Mary Beth Pinto & Arpan Yagnik, 2017. "Fit for life: A content analysis of fitness tracker brands use of Facebook in social media marketing," Journal of Brand Management, Palgrave Macmillan, vol. 24(1), pages 49-67, January.
    8. Pervaiz K. Ahmed & Mohamed Zairi, 1999. "Benchmarking for brand innovation," European Journal of Innovation Management, Emerald Group Publishing Limited, vol. 2(1), pages 36-48, April.
    9. Paul M. Leonardi, 2014. "Social Media, Knowledge Sharing, and Innovation: Toward a Theory of Communication Visibility," Information Systems Research, INFORMS, vol. 25(4), pages 796-816, December.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Falana, Wuraola Oluwabukola & Aspara, Jaakko & Frösén, Johanna, 2024. "The impact of Janus fit brand extensions on perceived brand innovativeness," Journal of Business Research, Elsevier, vol. 179(C).
    2. Halima Habuba Mohamed & Yongjun Li & Ataullah Kiani & Usman Ghani, 2024. "Raving Fans or Silent Critics? Brand Service Recovery’s Impact on Positive eWOM," SAGE Open, , vol. 14(1), pages 21582440231, January.
    3. P. Rodrigues & M. Junaid & A. Sousa & A. P. Borges, 2024. "Brand addiction’s mediation of brand love and loyalty’s effect on compulsive buying: the case of human brands," Journal of Brand Management, Palgrave Macmillan, vol. 31(4), pages 382-400, July.
    4. Jiang, Xia & Deng, Fengyi & Yang, Defeng & Yao, Qing, 2024. "The effects of residential mobility on consumers’ preference for paradox brands," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    5. Karunakaran, Arvind & Orlikowski, Wanda J. & Scott, Susan V., 2022. "Crowd-based accountability: examining how social media commentary reconfigures organizational accountability," LSE Research Online Documents on Economics 114401, London School of Economics and Political Science, LSE Library.
    6. Richey, Michelle & Ravishankar, M.N., 2019. "The role of frames and cultural toolkits in establishing new connections for social media innovation," Technological Forecasting and Social Change, Elsevier, vol. 144(C), pages 325-333.
    7. Md. Mehedul Islam Sabuj, 2024. "Measuring Brand Personality of Footwear Brands in Bangladesh: Application of Aaker’s Brand Personality Scale," International Journal of Science and Business, IJSAB International, vol. 35(1), pages 112-131.
    8. Chen, Xiayu & Ou, Carol & Davison, Robert, 2022. "Internal or external social media? The effects of work-related and social-related use of social media on improving employee performance," Other publications TiSEM 429334bc-b257-4012-b0a9-5, Tilburg University, School of Economics and Management.
    9. Kumar, Prashant & Utkarsh,, 2023. "Effects of in-store information quality and store credibility on consumer engagement in green retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    10. Fang Di & Richards Timothy J. & Grebitus Carola, 2019. "Modeling Product Choices in a Peer Network," Forum for Health Economics & Policy, De Gruyter, vol. 22(1), pages 1-13, June.
    11. Lihong Chen & Kexin Qie & Hafeezullah Memon & Hanur Meku Yesuf, 2021. "The Empirical Analysis of Green Innovation for Fashion Brands, Perceived Value and Green Purchase Intention—Mediating and Moderating Effects," Sustainability, MDPI, vol. 13(8), pages 1-17, April.
    12. Yuan Sun & Mengyi Zhu & Zuopeng (Justin) Zhang, 2019. "How Newcomers’ Work-Related Use of Enterprise Social Media Affects Their Thriving at Work—The Swift Guanxi Perspective," Sustainability, MDPI, vol. 11(10), pages 1-20, May.
    13. Smith, Claudia & Smith, J. Brock & Shaw, Eleanor, 2017. "Embracing digital networks: Entrepreneurs' social capital online," Journal of Business Venturing, Elsevier, vol. 32(1), pages 18-34.
    14. Aleksi Aaltonen & Marta Stelmaszak, 2024. "The Performative Production of Trace Data in Knowledge Work," Information Systems Research, INFORMS, vol. 35(3), pages 1448-1462, September.
    15. Cambier, Fanny & Poncin, Ingrid, 2020. "Inferring brand integrity from marketing communications: The effects of brand transparency signals in a consumer empowerment context," Journal of Business Research, Elsevier, vol. 109(C), pages 260-270.
    16. Reza Fazli-Salehi & Ivonne M. Torres & Rozbeh Madadi & Miguel Ángel Zúñiga, 2022. "The impact of interpersonal traits (extraversion and agreeableness) on consumers’ self-brand connection and communal-brand connection with anthropomorphized brands," Journal of Brand Management, Palgrave Macmillan, vol. 29(1), pages 13-34, January.
    17. Lee, Kuo-Wei & Li, Chia-Ying, 2023. "It is not merely a chat: Transforming chatbot affordances into dual identification and loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    18. Tsai, Pei-Hsuan & Lin, Guan-Yi & Zheng, Yu-Lin & Chen, Yi-Chong & Chen, Pao-Zhen & Su, Zheng-Cheng, 2020. "Exploring the effect of Starbucks' green marketing on consumers' purchase decisions from consumers’ perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    19. Li, Chia-Ying & Zhang, Jin-Ting, 2023. "Chatbots or me? Consumers’ switching between human agents and conversational agents," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    20. Karen Hand & Rebecca Murphy & Malcolm MacLachlan & Stuart Colin Carr, 2022. "Worlds Apart? – The Challenges of Aligning Brand Value for NGO’s," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(3), pages 575-598, September.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:soinre:v:171:y:2024:i:2:d:10.1007_s11205-023-03289-1. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.