Abstract:
Background: In today’s competitive virtual environment,
undergraduates must differentiate themselves to secure career
opportunities. Although digital personal branding on platforms such as
LinkedIn is increasingly recognized as important for professional
growth, limited research has examined University of Jaffna
undergraduates’ engagement with these practices. This study focuses on
marketing undergraduates at the University of Jaffna, contributing
insights from a less explored context.
Objective: This study aims to examine how marketing students build
and develop their digital personal brand exclusively through LinkedIn,
identifying the opportunities and challenges involved.
Methodology: A qualitative research design was adopted. Data were
collected through thirty-two semi-structured interviews with marketing
undergraduates at the University of Jaffna and analyzed using thematic
analysis to identify common and unique personal branding practices and
experiences.
Key Findings: The study finds that undergraduates mainly use LinkedIn
to build professional reputation, expand networks, and enhance
employability. Peer recommendations and awareness of specializations
were more effective in building trust than overall online visibility.
However, challenges remain, including a stronger preference for
Facebook over LinkedIn, difficulty in maintaining consistent updates,
privacy concerns, and balancing professionalism with prevailing social
stigma.
Conclusion/Implication: The qualitative findings provide initial insights into digital personal branding in Sri Lankan higher education
and highlight the need for systematic institutional support in teaching
personal branding. The implications for teachers, students, and
institutions show how digital presence can be better utilized for
professional advancement.
