The role of social media in celebrity branding: Gülşen example

Personal brand has become an important concept by diversified communications channels and increasing access to information and other people. The process which has begun by noticing the possible value increase as a result of adapting the processes of the concept of being a commercial brand has been a business area that comprises a lot of management skills today. The conscious of personal brand increases the power of leaving a permanent mark and creating value by the effect of people who take place in the professional life for various duties and goals especially in the present era. Personal brand, not sufficiently known and experienced nowadays, is individuals' effort to promote themselves to target audience through a series of marketing activities. However, looking from a different perspective, forming identity accordingly by managing how others perceive and perceive as wanted is included. This concept in the last decade, as social media used more actively, is managed through virtual mediums and these mediums create a convenient environment for individuals identity creations. This study investigates about of personal branding and an interview was done with Gulsen who is Turkish singer. Also in this context, 400 people were surveyed. And research is analyzed under 4 topics—demographic attributes, use of social media, presenting oneself and personal branding.