NSTAGRAM AS A TOOL FOR SELF-BRANDING AS PERCEIVED BY NEWLY-HIRED PROFESSIONALS IN LUCENA CITY

This study aimed to determine the impact of Instagram as a tool for self-branding as perceived by newly-hired professionals in Lucena City. It specifically seekeed to identify their demographic profiles, level of exposure to Instagram, text and visual content of their account, the perceived impacts of using Instagram as a tool for selfbranding, and the perceived limitations of Instagram as a tool for self-branding. Using descriptive survey method, 100 newly-hired professionals with Instagram accounts were selected from Lucena City. They are included in any of the sub-groups under Professionals (2) of the 2012 Philippine Standard Occupational Classification (PSOC) namely Science and Engineering Professionals (21), Health Professionals (22), Teaching professionals (23), Business and Administration Professionals (24), Information and Communication Technology Professionals (25), and Legal, Social and Cultural Professionals (26). The questionnaires were administered online through Instagram and Facebook private messaging in Google Forms to gather data for the study. Frequency, percentage, mode, and weighted mean were used as statistical treatment.