Research Article / Araştırma Makalesi Cite as/ Atıf: Kayaoğlu, A. & Gülmez, Y.S. (2020). Sosyal medyada kişisel markalama ölçeğinin avukatlar üzerinde uygulanması. Turkish Studies - Economy, 15(4), 2593-2610. https://dx.doi.org/10.47644/TurkishStudies.45157 Received/Geliş: 10 July/Temmuz 2020 Checked by plagiarism software Accepted/Kabul: 20 December/Aralık 2020 Published/Yayın: 25 December/Aralık 2020 Copyright © INTAC LTD, Turkey CC BY-NC 4.0 Sosyal Medyada Kişisel Markalama Ölçeğinin Avukatlar Üzerinde Uygulanması Application of Personal Branding on Social Media Scale on Lawyers Ahmet Kayaoğlu * - Yavuz Selim Gülmez ** Abstract: Purpose of this study is to analyze the personal branding activities of Lawyers in social media by taking into account the “Personal Branding Scale in Social Media” and also individuals actions how much change according to the demographic characteristics of individuals. The data were collected from 400 lawyers working in the Diyarbakır bar, using the convenience sampling method, which is one of the non - random sampling methods, in a 4-month (November-February) period covering the years 2019 and 2020. Confirmatory factor analysis and descriptive statistical techniques were used in the analysis of the data. According to the results of the research, significant differences were determined between the demographic variables of the participants and the image management, differentiation and positioning factors. Lawyers differ on “positioning” factor in terms of age, gender and marital status variables, differ on “image management” factor in terms of gender, marital status and education level variables, and differ on “differentiation” factor in terms of education level. In terms of professional seniority and income variables, there is no significant difference between the personal branding sub-dimensions of lawyers on social media. The results may reflect the characteristics of lawyers in Diyarbakır but cannot be generalized. Further studies on this subject will provide a better understanding of the details about personal branding. Structured Abstract: Purpose of this study is to analyze the personal branding activities of Lawyers in social media by taking into account the “Personal Branding Scale in Social Media” and also individuals actions how much change according to the demographic characteristics of individuals. Brand is a name, symbol or sign that can be perceived by consumers in terms of its distinctive aspects (Aktuğlu, 2018: 12). According to the American Marketing Association (AMA), the brand; It is defined as “a name, term, symbol, design or combination of these created to distinguish the prod ucts or services of a vendor or group of vendors and their competition” (Keller, 2019: 2). According to the statement of Aaker (2007: 22), the brand is a distinctive name and / or symbol (logo, expression, design, etc.) in order to identify the products or services of one or a group of sellers and differentiate them from their competitors. The work of Peters (1997) is the first in the field of personal branding. He states that everyone works as a * Dr. Öğr. Üyesi, Mardin Artuklu Üniversitesi, İktisadi ve İdari Bilimler Fakültesi, İşletme Bölümü Asst. Prof. Dr., Mardin Artuklu University, Faculty of Economics and Administrative Sciences, Business Department 0000-0002-7713-7342 ahmetkayaoglu@artuklu.edu.tr ** Arş. Gör, Mardin Artuklu Üniversitesi, İktisadi ve İdari Bilimler Fakültesi, İşletme Bölümü Res. Asst., Mardin Artuklu University, Faculty of Economics and Administrative Sciences, Business Department 0000-0002-9846-596X ysgulmez@artuklu.edu.tr