Qualitative Content Analysis of Media-Driven Advertising Strategies: A Personal Branding Management Perspective

Document Type : Research paper

Authors
Fatemeh Haghnejad 1
Rasoul Asgarpour 2
Ahmadreza Shekarchizadeh 2
Reza Ebrahimzadeh Dastjardi 3
Shiva Samsam Shariat 4
Mohammad Hossein Arman 5
1 PhD candidate, Department of Management, Najafabad Branch, Islamic Azad University, Najafabad, Iran
2 Assistant Professor, Department of Management, Najafabad Branch, Islamic Azad University, Najafabad, Iran
3 Assistant Professor of Media Management, Faculty of Management, Isfahan Islamic Azad University (Khorasgan), Isfahan, Iran
4 Assistant Professor, Clinical Toxicology Department, Clinical Toxicology Research Center, Isfahan University of Medical Sciences, Isfahan, Iran
5 Assistant Professor, Department of Management, Mobarakeh Branch, Islamic Azad University, Mobarakeh, Iran
Abstract
In the digital media era, the boundaries between personal and professional life have become increasingly blurred, compelling individuals to present their identity in ways that not only reflect their values and beliefs but also appear trustworthy and appealing to their audience. This study employs qualitative content analysis to examine the media, narrative, and managerial structures within personal branding advertising and identifies key factors contributing to the success of a personal brand: message authenticity, appropriate media selection, and dynamic management. The findings reveal that aligning promotional messages with an individual’s true personality, using human-centered language, and fostering meaningful audience engagement play a decisive role in building trust and sustaining a personal brand. This research aims to provide a scientific and practical framework for identity-driven advertising, helping individuals strategically and coherently manage their professional identity.

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