PERSONAL BRANDING THROUGH DIGITAL PRESENCE: EVIDENCE FROM INDONESIAN INTERNATIONAL RELATIONS COMMUNITY
This paper seeks to elaborate the perception and experience of the Indonesian international relations (IR) community regarding the utilisation of digital platforms, widely known as academic social network sites (ASNs) such as Google Scholar and ResearchGate, in supporting their efforts to build personal branding as academics. Our study derived from online training sessions supported by the 2022 Binus Community Development Internal Grant (HIP 2022) which was conducted in collaboration with the Indonesian Association for International Relations (AIHII). Using a unique dataset on an online self-reporting survey, the findings suggest that most respondents consider digital presence is important for academics to thrive in their career (75%). In terms of preferences in using ASNs, it is clear that some platforms are more popular than the others. Almost 48% and 27% of informants have established an account in Google Scholar and ResearchGate respectively. Far less interest was displayed towards ORCID, as only 12% of respondents indicated that they have joined the platform. The paper contributes to the conversation surrounding personal branding using digital platforms among academics in a Global South setting by using Indonesia as a case study. We conclude by offering insights on the potential of research avenues for future study.
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