Penggunaan Google Scholar Dalam Membentuk Personal Branding Dosen Program Studi Ilmu Komunikasi Universitas Sumatera Utara

Abstract

This researcher entitled "The Use of Google Scholar in Building the Personal Branding of Lecturers in the Communication Studies Program at the University of North Sumatra." The purpose of this study is to determine the use of Google Scholar in building the personal branding of lecturers in the Communication Studies Program at the University of North Sumatra. This study uses eight personal branding concepts according to Peter Montoya. In this study, three informants and one triangulation informant stated that Google Scholar influenced their personal branding. Based on this research, Google Scholar does indeed influence the personal branding of lecturers in the Communication Studies Program at the University of North Sumatra. This can be proven by the prominence or application of 3 personal branding concepts. The personal branding concepts are Specialization (the law of specialization), Visibility (the law of visibility), and Persistence (the law of persistence). In addition, the first informant, the third informant, the sixth informant and the seventh informant apply the personal branding concepts of Specialization (The law of specialization), Personality (The law of personality), Difference (The law of distinctiveness), Persistence (The law of persistence), and Good name (The law of goodwill). However, the personal branding concept of Unity (The law of unity) is applied to the third informant, the sixth informant, and the seventh informant. Based on this research, it is true that Google Scholar influences the Personal Branding of Lecturers in the Communication Studies Program, University of North Sumatra.