Personal Branding: A Systematic Literature Review

Abstract

Personal branding has attracted significant interest from researchers and practitioners in the last decade. There have been numerous scientific studies covering different facets of personal branding. However, studies covering the scope of the interest need to be more comprehensive. The paper analyzes various research papers on personal branding, encompassing theoretical underpinnings, the strategic nature of personal branding, and future research opportunities identified by the different articles. The review identified four major themes: personal branding skills and attributes, the strategic nature of personal branding, personal branding, and personal branding, politics, and social media. These findings give a broader view for further research and practical application.