Self-promotion on social media: the emotional experiences of Hong Kong PhD students

This study investigates the emotional experiences of a group of Hong Kong PhD students as they navigate promotional labour on social media for academic and professional purposes. Employing a narrative inquiry design, data were collected from 15 PhD students in language and linguistics through narrative frames, in-depth interviews, and informal follow-ups. Thematic analysis revealed three themes: (1) strategic self-promotion and academic branding, (2) emotional tensions in maintaining visibility and performing positivity, and (3) peer comparison and ambivalence toward academic metrics. Participants reported both positive emotions including pride, motivation, and a sense of belonging, and negative experiences, such as anxiety and pressure. The findings highlight the complex and ambivalent role of social media in PhD students’ lives and the associated emotional ramifications. This study contributes to a deeper understanding of PhD students’ digital self-promotion and the emotional impacts of it.