Abstract :
Purpose: With the widespread use of the Internet, social media channels that allow people to communicate interactively are becoming a part of people's daily life. While people's desire to be present in social media channels is increasing, their desire to differentiate depending on this increase makes the concept of personal branding a part of our lives. Social media channels are the most suitable platforms for personal branding, both in terms of cost and purpose. For this reason, it is aimed to observe the role of social media channels on personal branding in the research. Materials and Method: In line with the research purpose, qualitative research methods were used by choosing the case study design. In-depth interviews were conducted with 12 travel phenomena, which were determined by the purposeful sampling technique, among the travel phenomena whose popularity has increased recently. The analysis of the data obtained by content analysis and descriptive analysis methods was carried out. Findings: As a result of the research, it was determined that the travel phenomenons attach importance to personal branding in social media, and they use social media in a way that contributes to their personal brands, taking into account the feedback from their followers. However, it has been concluded that the content they share on social media contributes to their personal branding efforts. Results: With this research, the importance of personal branding in social media has been drawn attention. The prominent themes in personal branding are personal values, self-awareness, personal image, goals, travel and communication.
Keyword :
Personal Branding, Social Media, Travel Phenomenon, Content Analysis