USING SOCIAL MEDIA IN PERSONAL BRANDING: COMPARISON BETWEEN SELF–ASSESSMENT REPORTS IN SURVEYS AND DIGITALLY TRACKED BEHAVIOUR

In the context of the development of information technology and digital technology, a multitude of social media platforms have emerged. Social media is not merely a communication tool but also a digital space where individuals express themselves, affirm their values, and build their personal brand within the community. In today’s digital age, building a personal brand on social media is considered an ‘essential need’ for students. This article focuses on comparing self–assessment reports with digitally tracked behaviour of social science and humanities students using social media to build their personal brand using mixed methods. Drama Theory is used to analyse and compare the research content. The results show a relative difference between self–assessment reports, real–time observations, and behaviours tracked on digital platforms. This difference is a strategic response to structural and cultural constraints. This paper proposes practical implications for higher education regarding the need for digital literacy programs to support students in managing their personal identity in a platform–based society.