Dramaturgical perspective of online personal branding

Personal branding is a new marketing concept related to the marketing strategies that a person adopts in order to promote his self in the competitive market place. The popularization of personal branding is generally attributed to the rising of the Web 2.0. We propose a theoretical foundation for online personal branding by using the dramaturgical framework of Goffman (1959). Building a personal brand involves creating a persona, performing a digital portrait using strategic reveal of information to make an image accessible to a networked audience, this self requires constant self-surveillance and monitoring in a day-to-day life. Personal branding is a formula for the achievement of personal and professional success in the competitive market place.