Identifying the effective factors in personal branding in the food industry based on the grounded theory method

The goal of this study is to use the grounded theory technique to uncover the characteristics that influence personal branding in the food business. The current study is quantitative in terms of approach and applied in terms of goal. The systematic technique of Strauss and Corbin was applied in this study, which involves three basic procedures: open coding, axial coding, and selective coding. The snowball sampling approach was utilised in this study for sampling. Snowball sampling is generally the first step, and it continues until saturation is reached. Based on this, 19 specialists and managers in Iran's food business who were familiar with the term personal branding were interviewed in-depth and semi-structured interviews. MAXQDA 11.1.4 software was utilised to analyse the data in this investigation. The results showed the components identified in personal branding in casual conditions of this study including personal characteristics, business characteristics, strategies including identity tools defined in behavior, appropriate tools for illustration, social networking, social responsibility, use different and distinctive methods, focus on goal, market research, contextual conditions including cultural values, political, economic and social issues, ideas and beliefs, dynamic world and intervening conditions including criticisms and suggestions, difference between cyberspace and real world, audience expectation level, social norms and outcomes include advancing the company's goals, saving time and money, gaining internal satisfaction, attracting and retaining audiences, gaining reputation, and improving the quality of communication.