Self-marketing-empirical research from the users’ perspective

Jenei, Szonja and Molnár, Silvia and Módosné Szalai, Szilvia and Józsa, László (2024) Self-marketing-empirical research from the users’ perspective. JOURNAL OF INFRASTRUCTURE POLICY AND DEVELOPMENT, 8 (16). No. 9702. ISSN 2572-7923

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Abstract

Personal branding is a conscious activity that utilizes classic product marketing methods to make a person more marketable. In our study, we employed a quantitative research methodology. Through a survey, we examined the importance respondents assign to visible and non-visible traits and characteristics. During the data analysis, we established a ranking of the most important traits identified by the survey participants, which they believe contribute to a more favorable perception. Among the top five ranked traits—reliability, appearance, charisma, grooming, and authenticity—three are recognizable during the first encounter. Our findings suggest that women place greater emphasis on social perception than men, making them more likely to remain unnoticed. At the same time, younger generations tend to overvalue their presence on social media platforms.

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