Academic social networks and self-branding among library and information science academics in the European Union

Introduction. This research analyses the perception and habits about digital platforms and self-branding among European scholars in the library and information science area. Method. A survey using a questionnaire was administered online to 1,562 scholars working in public universities in the European Union. A response of 201 respondents was obtained. Analysis. The collected data by Google Forms were processed using a specific spreadsheet in Excel and analysed using the software SPSS Statistics. Independent-samples t (two-tailed) and Chi-squared tests were used to check for significant differences between variables. Results. Most participants think that digital platforms are useful for increasing the visibility of their work and managing their reputation, particularly ResearchGate and Google Scholar, although there is limited information in their profiles about their academic activity. The responses show a positive attitude towards personal branding, but most do not adopt it mainly due to not having enough time. Scholars who use personal branding are more committed to the use of personal websites and disseminating their academic achievements. Conclusion. These findings support the need for more in-depth investigations related to the strategies of academics engaging in personal branding, as well as measuring the impact it has on their academic and professional careers.