แบรนด์บุคคลและแบรนด์มหาวิทยาลัย: กรณีศึกษาการสร้างแบรนด์บุคคล ผ่านเฟซบุ๊กของอาจารย์มหาวิทยาลัย

Abstract

Personal and University Brand: The Case of Personal Branding via Facebook among University Lecturers

The objectives of this study were mainly to examine objectives and characteristics of internet usage among university lecturers in order to understand how they foster their personal brand image via facebook. In addition, the relationship between personal brand and university brand was also be examined. This research used the procedure of qualitative research method. In-depth interview was conducted to gather information. The key informants were three university lecturers who worked in different university structure which are public, private and Rajabhat. The results of this study were divided into three main sections. For the first objective of examining characteristics of using facebook, it was found that university lecturers had similar objectives in using facebook which were for personal presentation of daily activities, communication, information giving. As their characteristics in using facebook, they used facebook many times per day to post, share and use inbox. Their main priority in using facebook was to provide benefits for others so they concerned for the correctness of information to maintain their own standard and reliability. For the second section on personal branding, it was found that this was done as a part of responsibilities in being a university lecturers which are on teaching, research, academic service, management position and serving as specialist. It was also found that university lecturers valued professionalism, high quality standard maintenance, open to new ideas and always learning. For the last section, the results shown that university lecturers used their personal facebook to communicate and disseminate university brand such that their presentation of contents had strong degree of alignment with university brand. Finally, university lecturers also used their personal facebook to share activities and especially achievements of the university to the public with strong intention to strengthen their university brand.