- Title
- The relationship between personal branding and career success: a study of female managers in South Africa
- Creator
- Foli, Edem Nompumelelo Akoswa
- Subject
- Branding (Marketing) -- South Africa -- Management
- Subject
- Success in business -- Women -- South Africa Career development -- Women -- South Africa Women executives -- South Africa
- Date Issued
- 2018
- Date
- 2018
- Type
- Thesis
- Type
- Masters
- Type
- MBA
- Identifier
- http://hdl.handle.net/10948/21907
- Identifier
- vital:29800
- Description
- The research objective of this study was to determine the relationship between personal branding and career success of female managers in South Africa. Personal branding is a technique used by individuals to enhance their careers. Women are still struggling to be recognised as equals to men in the workplace and do not hold as many key decision-making positions as their male counterparts. Women can use personal branding as a tool to help them progress faster in the workplace and enhance their career success. A questionnaire survey based on a conceptual framework – which consisted of the personal branding tactics of self-promotion, ingratiation, exemplification, intimidation, supplication and career success – was used to conduct this study. The research questions were: (1) Do female managers in South Africa think that personal branding is important; (2) What personal branding tactics for career success do female managers in South Africa use; (3) Do female managers think that online personal branding is important; and (4) How many female managers brand themselves online. The research questions were answered using descriptive statistics, one-sample tests, Analysis of Variance, and multiple linear aggression analysis. The research had 105 respondents and showed that female managers who participated in the study perceived personal branding as important; the results were statistically significant. The study also showed that the female managers were engaging in self-promotion as a way of advancing their career success. The majority of the female managers were also branding themselves online through media such as Facebook, LinkedIn, Twitter, websites and blogs. The main limitation of this study was that the non-probability sampling technique was used and this meant that the findings could not be generalised to the entire female manager population in South Africa. Suggestions for further research include collaborating with a women’s organisation with access to a database of female managers in South Africa and conducting the same research from the perspective of how others view female managers’ personal branding tactics and career successes.
- Format
- vii, 98 leaves
- Format
- Publisher
- Nelson Mandela University
- Publisher
- Faculty of Business and Economics Sciences
- Language
- English
- Rights
- Nelson Mandela University
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