The Role of the LinkedIn Social Media in Building the Personal Image

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The Role of the LinkedIn Social Media in Building the Personal Image

UDC: 316.472.2:004.738.12LINKEDIN ; 316.77:004.773

DOI: 10.7595/management.fon.2012.0036

Virtual social networks are used today by individuals and companies as a channel of communication. They have become a matter of interest to both academic and professional public. This study examines the role of LinkedIn business social network in building personal images for individuals working in different business areas in Serbia. The research results describe the reasons for and levels of individuals’ activation on LinkedIn, as well as the importance of recommendations in the context of building and improving a personal image.

Keywords: Social media, LinkedIn, Personal image, Serbia

Vesna Damnjanović¹, Vladimir Matović², Slavica Cicvarić Kostić³, Milan Okanović⁴

^1,3,4Faculty of Organisational Sciences, University of Belgrade

²Adidas Group, Germany

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