PERSONAL BRANDING IN THE CONTEXT OF IMPRESSION MANAGEMENT: A STUDY ON WOMEN ENTREPRENEURS IN HATAY

This study aims to examine the personal branding processes of women entrepreneurs and the impression management strategies they use during this process. Data obtained through in-depth interviews with 15 women entrepreneurs operating in Hatay were analyzed using qualitative research methods. The research results revealed that women entrepreneurs use personal branding both as an expression of identity and as a strategic tool. Findings show that impression management tactics (self-presentation, explanation) play significant roles in the branding processes of women entrepreneurs. Participants emphasize elements such as trust, quality, originality, innovation, and transparency in their branding processes, while adopting particularly self-defensive tactics to overcome gender-based challenges. The study reveals how women entrepreneurs transform obstacles they face through impression management strategies into opportunities and strengthen their personal brands.