Objective: The aim of this study is to develop and present a model of personal branding in virtual space and to identify the factors influencing personal branding on social media platforms.
Method: This research is applied in terms of purpose and follows a mixed-methods approach (exploratory–descriptive) in terms of methodology. Data were collected through interviews in the qualitative phase and a five-point Likert-scale questionnaire in the quantitative phase. The qualitative research population consisted of professors, experts, and specialists in marketing, branding, and social media. Purposeful sampling was used in the qualitative phase until theoretical saturation was achieved. Data analysis was conducted using descriptive and inferential statistics in SPSS version 24 and structural equation modeling (SEM) using SmartPLS software.
Results: The results indicated that the personal branding model in virtual space consists of two main dimensions: individual factors and environmental factors. Individual factors include self-awareness and identification of personal values in virtual space, a distinctive and charismatic online personality, self-presentation in social media, development of digital knowledge, persistence in virtual space, and authenticity in virtual space. Environmental factors include building trust in virtual space, attracting digital opportunities, and paying attention to the online environment.
Conclusion: The findings suggest that personal branding in virtual space is a multidimensional phenomenon influenced by both individual characteristics and the online environment. Strengthening individual capabilities alongside effective management of online interactions and digital opportunities can contribute to the development of a successful personal brand in virtual space.