Linkedin users' self-brand congruence, attitudes and social media use integration

Show simple item record Maree, Tania 2019-04-01T07:58:24Z 2019-04-01T07:58:24Z 2017
dc.description.abstract This article describes a sample of LinkedIn users in South Africa. The main purpose of the study reported on was to compile a consumer profile of LinkedIn users based on several measures (e.g. usage behaviour, self- and brand-personality traits and attitudes towards the LinkedIn brand). The study contributes to the literature by including users’ personality traits, perceived brand-personality traits, self-brand congruence (SBC) and social media use integration (SMUI) in the investigation. Self-congruity theory was used as a basis to examine SBC in the LinkedIn context. The study entailed a cross-sectional quantitative design using a survey of LinkedIn users in Gauteng, the economic hub of South Africa. The primary results indicated that despite low usage patterns, users’ SBC is high and their attitudes towards the LinkedIn brand are positive. SMUI is not prevalent, yet it correlates positively with brand attitude. en_ZA
dc.description.department Marketing Management en_ZA
dc.description.librarian hj2019 en_ZA
dc.description.uri en_ZA
dc.identifier.citation Tania Maree (2017) Linkedin Users’ Self-Brand Congruence, Attitudes and Social Media Use Integration, Communicatio, 43:3-4, 95-113, DOI: 10.1080/02500167.2017.1366349. en_ZA
dc.identifier.issn 0250-0167 (print)
dc.identifier.issn 1753-5379 (online)
dc.identifier.other 10.1080/02500167.2017.1366349
dc.language.iso en en_ZA
dc.publisher Routledge en_ZA
dc.rights © Unisa Press 2017. This is an electronic version of an article published in Communicatio, vol. 43, no. 3-4, pp. 95-113, 2017, doi: 10.1080/02500167.2017.1366349. Communicatio is available online at: en_ZA
dc.subject LinkedIn users en_ZA
dc.subject South Africa (SA) en_ZA
dc.subject Consumer profile en_ZA
dc.subject Social networking sites en_ZA
dc.subject Brand personality en_ZA
dc.subject Attitudes en_ZA
dc.subject Self-brand congruence (SBC) en_ZA
dc.subject Social media use integration (SMUI) en_ZA
dc.title Linkedin users' self-brand congruence, attitudes and social media use integration en_ZA
dc.type Postprint Article en_ZA

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