Özet:

The concept of social media has moved the communication between people to different dimensions, and now it has begun to be considered as an instrument that influences the masses beyond just communication, providing perception and awareness. Today, the unknown concept of personal brand is defined as the effort of individuals to promote themselves to the target audience with a series of personal marketing activities. But personal branding, from another point of view, involves managing how individuals are perceived by others and forming the identity in accordance with the purpose in order to create the right perception in this direction. This concept has been administered through virtual mecra with the active use of social media in recent years, and virtual mecra offers a favorable environment towards the creation of people’s identity. The study has studied how individuals’ self-presentation on social media passes ahead of personal brand management. In this context, the research was conducted through the method of deep interview between 21 October 2017 and 2 November 2017, 13 participants were asked 21 questions according to the personal brand category, the findings were studied in 4 groups, such as demographic characteristics, social media use, self-presentation and personal branding. The study sought answers to the questions whether social media applications are used as part of personal branding strategies or whether they are considered as a mechanism to address the need for individual approval. According to the findings, the primary objectives of people’s social media appearance are to gather likes and get approval. People put their identity in front of the way that the society approves.

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