Self-Branding, Identity Construction and Social Media Use by Chief Executive Officers in Ghana

Abstract

This paper examines the kinds of posts some selected Chief Executive Officers (CEOs) in Ghana share on social media and how the concept of self-branding is enacted through such posts. Using qualitative content analysis of posts shared on Facebook by five purposively selected CEOs in Ghana, and anchored on identity construction theory and Goffman’s Presentation of Self, the paper reveals that the selected Ghanaian CEOs share diverse themes in their posts including issues on governance, globalization, social and organisational subjects as well as their individual personae. Again, the study reveals that the CEOs who engage social media actively present themselves positively to appeal to their social media followers by branding themselves as organisational leaders, corporate spokespersons, social commentators and influencers, globetrotters, religious affiliates and gender advocates. The paper concludes that CEOs consciously and subtly construct, modify, maintain, and promote their personal identities through multiple, diverse and vibrant branding techniques on social media.

Keywords: Social media, Chief Executive Officers, Self-branding, Identity construction and Goffman’s presentation of self