Personal Branding Strategies for Tax Consultants on Social Media: A Netnographic Study
Yohanes Fabiyola Halan(a*), Anak Agung Gde Satia Utama(b)

a)Student of the Doctoral Program in Accounting, Airlangga University
b)Department of Accounting, Airlangga University Faculty of Economics and Business,
Surabaya, Indonesia

Abstract

This study explores the use of social media by tax consultants to interact with their clients while simultaneously building personal branding. As providers of professional services, tax consultants are increasingly leveraging social media channels to engage with clients, build personal branding, and differentiate themselves in a highly competitive industry. A netnographic approach was employed to analyze the social media activities of tax consultants, including their responses to queries, online community management, and personal branding strategies within the social media communities they manage. The findings of this study provide insights into the unique aspects of online communities formed on social media platforms, offering practical implications for tax consultants and other professional service providers seeking to utilize social media effectively

Keywords: Netnography, Social media, Personal branding, Tax consultants, Online community

Topic: Taxation