Phenomenology of personal branding: The conflicts of being famous in social media

Articles in Press

Document Type : The scientific research paper

Authors

1 PhD in Marketing Management, Faculty of management, Islamic Azad University Tehran-North Branch, Tehran, Iran

2 business management dept, Islamic Azad University Tehran-north branch, Tehran, Iran.

Abstract

Throughout human existence on the planet, people have admired heroes for their indescribable abilities and achievement of lofty goals. In the modern world, this role has been assigned to celebrities and this role is used for various marketing activities. The central feature of becoming famous is the experience of this conflicting feeling between presenting a public image and the desire for people's private life, and this view has an impact and impressions on marketing processes. The purpose of this study is to analyze the behavioral paradox from the phenomenological point of view of Sartre and Merleau-Ponty, that on the one hand, people tend to have a public personality in a wide range, and on the other hand, close communication challenges the personal and individual interactions of celebrities. To achieve this goal, the interpretive phenomenology method has been used and the sample size based on theoretical sampling, 11 people from social media celebrities who have public reputation were selected and the data collection process using semi-structured interview method. done. At the end of this research, we suggest three ways that a name may respond to conflicts in one of these three ways: (1) eradicating the gap between the public self and the private self, (2) dividing or sharing. Putting the private self and the public self, (3) accepting the tension caused by sharing the private self. It is suggested that only this third approach successfully mitigates the negative effects of alienation felt by many celebrities.

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Journal of Intelligent Marketing Management

Articles in Press, Accepted Manuscript
Available Online from 02 May 2024

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History

  • Receive Date: 13 April 2024
  • Revise Date: 02 May 2024
  • Accept Date: 02 May 2024

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