Identification of Factors Affecting Personal Branding in Cyberspace in the Field of Speech

Previous research has shown that the path to personal branding is not always smooth, and there are many failed examples that demonstrate that they did not do their personal branding correctly and did not consider all aspects of the work. This issue was investigated in this study, and the factors influencing personal branding in cyberspace were identified. To achieve the objectives, two phases of data collection were carried out: a qualitative phase and a quantitative phase. During the qualitative phase, in-depth interviews were conducted with 30 experts in the fields of personal branding and cyberspace, and 39 indicators affecting personal branding in cyberspace were extracted using the content analysis method. Then, in a quantitative phase, a researcher-created questionnaire was developed based on the qualitative phase's indicators, and 392 respondents were provided. The extracted indicators were then reduced in the form of 9 components affecting personal branding in cyberspace and introduced as factors affecting personal branding in cyberspace using exploratory factor analysis. These are the nine components: self-identification and self-values, trust building, a distinct and charismatic personality, self-description, developing knowledge, endurance, attracting opportunities, paying attention to the environment, and originality.