Perceptions of Personal Branding Among Education Students: A Cross-Cultural Study of Morocco and the U.S.

In a rapidly changing and increasingly digitalized world, personal branding has emerged as a critical strategy for career advancement across various fields. This research aims at examining how students in both countries view personal branding, their attitudes toward its importance, and the extent of institutional support available to help them build a professional identity. Additionally, it investigates students' intentions to leverage personal branding strategies, such as social media presence, to enhance their employability. A comparative analysis will offer cross-cultural insights into how education students from different academic and socio-cultural backgrounds approach personal branding.

This study explores the perceptions, attitudes, and behaviors of education major students in Morocco and the U.S. regarding personal branding, with a focus on how these future educators view self-promotion in the professional realm. It studies the role of institutional support in shaping students’ personal branding strategies and the ways in which these strategies influence their career aspirations. Drawing on survey data from education students in both countries, the study plans to probe key factors such as students’ use of social media for professional visibility, their awareness of personal branding as a tool for employability, and the institutional mechanisms that foster personal brand development. Additionally, the research highlights cross-cultural differences in how personal branding is perceived and deployed within the education sector, considering the distinct academic, cultural, and socio-economic environments of Morocco and the U.S.

This research will contribute to the growing body of literature on personal branding by providing a nuanced understanding of how education students navigate the professional landscape and leverage personal branding to position themselves for future success in the field of education. It will offer valuable insights for educators, institutions, and policymakers seeking to support students in building strong professional identities in an increasingly competitive and interconnected world.