Business-Oriented Social Network as a Platform for Personal Promotion

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DOI:

https://doi.org/10.7595/management.fon.2022.0014

Keywords:

social network, personal promotion, LinkedIn, structural equation modelling, business

Abstract

Research Question: This paper aims to investigate the influence of relevant factors on the personal promotion of business-oriented social network users. Motivation: Although personal promotion in online communities has been covered in academic literature (Sczesny & Kaufmann, 2018; Yu & Kim, 2020; Hollenbaugh, 2020), a significant gap in previous studies is found in neglecting influential factors on self-promotion through a business-oriented social network, such as LinkedIn. Therefore, this paper aims to explore LinkedIn users’ opinions about the impact of selected constructs on this business-oriented social network setting. The developed model points to the personal promotion predictors that contribute to the broader business community and career development by enabling the building and strengthening of a personal brand by demonstrating individuals' knowledge and expertise in a particular field. Idea: The core idea is to research social network users' opinions about the impacts of the independent variable Need to Use and dependent variables, Professionalism, Usefulness in Work, and Intention to use on their Personal Promotion. Data: Data analysis was conducted based on replies obtained from 1044 questionnaires distributed in Serbia from November 2019 to July 2020. Tools: Structural equation modelling (SEM) was employed and included evaluating the measurement model and testing the structural model. Findings: The survey shows that the need to use social networks influences an individual’s usefulness and professionalism. Results also indicate that professionalism influences the intention of exploiting social network. Finally, the intention to use social networks affects an individual’s personal promotion. Contribution: The research contributes to the literature about individuals' professional and personal promotion and facilitates job-seekers to find a desirable workplace as well as employers to find appropriate candidates.

Author Biographies

Isidora Milošević, University of Belgrade, Technical Faculty in Bor, Serbia

Isidora Milošević, PhD, is a Full Professor at the University of Belgrade, Technical faculty in Bor. Her main research interests include strategic management, new technology and innovation, structural equation modelling, corporate social responsibility and marketing in small and medium-sized enterprises. She co-authored a number of research papers published in international scientific journals and has led several international research projects.

Sanela Arsić, University of Belgrade, Technical Faculty in Bor, Serbia

Sanela Arsić, PhD, is an Assosiate Professor at the Technical Faculty in Bor, University of Belgrade. Her main research interests include multi-criteria decision-making methods, quality management, e-commerce, corporate social responsibility, and statistical data analysis. She is the author and co-author of a number of papers in international and national journals and conferences and has participated in several international research projects.

Ana Rakić, The University of Belgrade, Faculty of Organizational Sciences, Serbia

Ana Rakić, PhD, is an Assistant Professor at the University of Belgrade, Faculty of Organizational Sciences. Her main research interests are quality management, standardisation, metrology, and conformity assessment. She is the author and co-author of a number of papers in international and national journals and conferences. She is a member of the CASCO technical committee at the Institute for Standardization of Serbia.

Jelena Ruso, The University of Belgrade, Faculty of Organizational Sciences, Serbia

Jelena Ruso, PhD, is an Assistant Professor at the University of Belgrade, the Faculty of Organizational Sciences. She has earned her BSc, MSc and PhD degrees at the same University and Faculty. She is the author and co-author of a number of papers in international and national journals and conferences and has participated in several international and national research projects. Her research interests include quality management, quality infrastructure, and standardisation.

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Published

2023-02-01

How to Cite

Milošević, I., Arsić, S., Rakić, A., & Ruso, J. (2023). Business-Oriented Social Network as a Platform for Personal Promotion. Management:Journal of Sustainable Business and Management Solutions in Emerging Economies. https://doi.org/10.7595/management.fon.2022.0014

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