An Exploration of Digital Identity through Self-Promotion Strategies on Social Media: Using Partial Least Square Method

Abstract

Digital identity plays a crucial role in how individuals present themselves to the world. With the rise of social media platforms and other digital tools, self-promotion strategy has become an essential aspect of digital identity management. Social media marketing has changed how marketers communicate. Nowadays, professionals like medical professionals, lawyers, and educators promote oneself and their services online. This article analyses various professionals who use social media marketing for self-promotion. This research combines technology acceptance with self-promotion through social media. The research also will offer a conceptual model on technology acceptability and self-promotion linkage and will test it with Smart-PLS analysis.  The study's findings explain professional’s self-promotion presumptions. The survey would also reveal what motivates professionals to use digital marketing to promote themselves on social media.   The literature was surveyed using a structured questionnaire and structural equation modelling using partial least squares analysis demonstrated a link between self-promotion and TAM.