Psychosocial Context of Building a Personal Brand in Social Media
Psychosocial Context of Building a Personal Brand in Social Media

Summary/Abstract: Building a personal brand in the real world takes place predominantly spontaneously through natural behaviours that meet the needs of the situation. In social media, it is a deliberate process. However, brand communication in virtual space is a difficult task, full of traps. Therefore, the evaluation of the effectiveness of this process gives a paradoxically opposite result – where it is (or should be) subject to systematic control, its result often turns out to be less favourable than when it runs spontaneously. The aim of the article is to show the psychosocial aspects of building a personal brand in social media, with particular emphasis on the nuances of creating a psychological self-portrait and the laws of crowd psychology. Analysis of the problem in the psychosocial context reveals that the causes of this state of affairs are the adaptation of behaviours to the standards in the virtual community and the lack of sufficient self-knowledge and the ability to constructive self-criticism that would allow for auditing of content published on social media.

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