AMTP Proceedings 2026

Document Type

Conference Proceeding

Publication Date

Spring 2026

Abstract

Drawing on Erving Goffman's self-presentation theory, this study examines how professionals construct personal brands on LinkedIn through strategic identity performance. Using qualitative content analysis, the research analyzes 250 publicly available posts from 50 professionals across five occupational categories. The analysis employs deductive coding guided by Goffman's concepts of front-stage performance and impression management, examining visual elements, linguistic strategies, content themes, and engagement tactics. Data is analyzed using NVivo software. This study contributes to marketing theory by conceptualizing personal branding as both a communication practice and economic behavior, illuminating how professionals balance authenticity, visibility, and strategic positioning on career-focused platforms where personal identity transforms into professional capital.

Keywords: digital identity, Erving Goffman, front-stage performance, impression management, LinkedIn, personal branding, professional identity, qualitative content analysis, self-presentation theory, social media marketing

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