Proceedings of the 2nd International Conference on Design Industries & Creative Culture, DESIGN DECODED 2021, 24-25 August 2021, Kedah, Malaysia

Research Article

The Effects of Social Media Engagement on the Authentic Personal Brand of Students of Far Eastern University, Manila

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  • @INPROCEEDINGS{10.4108/eai.24-8-2021.2315278,
        author={Ryan P. Hontiveros},
        title={The Effects of Social Media Engagement on the Authentic Personal Brand of Students of Far Eastern University, Manila},
        proceedings={Proceedings of the 2nd International Conference on Design Industries \& Creative Culture, DESIGN DECODED 2021, 24-25 August 2021, Kedah, Malaysia},
        publisher={EAI},
        proceedings_a={DESIGN-DECODED},
        year={2022},
        month={3},
        keywords={social media personal branding university students social media engagement authentic personal brand digital natives},
        doi={10.4108/eai.24-8-2021.2315278}
    }
    
  • Ryan P. Hontiveros
    Year: 2022
    The Effects of Social Media Engagement on the Authentic Personal Brand of Students of Far Eastern University, Manila
    DESIGN-DECODED
    EAI
    DOI: 10.4108/eai.24-8-2021.2315278
Ryan P. Hontiveros1,*
  • 1: Far Eastern University, Manila, Philippines
*Contact email: rhontiveros@feu.edu.ph

Abstract

The emergence of social media has created a new and different landscape in personal and professional success. Younger generations like university students who grew up as digital natives were influenced by social media engagement. As doctors, nurses, teachers, and students are becoming content creators online, the researcher deems an academic discourse in personal branding focusing on the value of presenting authenticity is significant. Premised on this context, this study aims to empirically investigate social media engagement among students to determine authentic personal brand. The data gathering generated 358 responses from FEU Manila. Using descriptive - predictive method, the results yielded relationships between variables: social media engagement and authentic personal brand indicated by their coefficients and significance level of less than .05. The effects of were uncovered using Chi-square analysis. The study offered significant insights to advertising industry incorporating behaviors in social media and authentic personal brand in course modules of educational institutions.