Why Do Educational People Commit Corruption in Communicating Their Personal Brands?

B. S. Wijaya, Muhammad Taufiq Amir, & Jurica Lucyanda

Abstract

Amid the increasingly fierce competition, personal branding has become necessary for modern workers today, including professionals in education. This article explores why people in the educational milieu, especially higher education, commit corruption in communicating their brands. We conducted interviews and one-on-one discussions with ten people who work as instructors, researchers, and structural officials in educational institutions. We identified three main reasons motivating them to commit corruption in personal brand communication: financial reasons, managerial reasons, and communicative reasons. Financial reasons refer to economic goals in improving self and family well-being and meeting daily and long-term needs. On the other side, managerial motives refer to organizational performance goals that impact personal career advancement. Meanwhile, communicative intentions apply to imaging related to the need for identity and social recognition. This research can reference decision-makers to assess performance and determine what rewards or punishments are suitable for individuals in their organizations.

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