Emotional Intelligence and Communication Skills as Predictors of Instagram-Based Personal Branding Among Young People

Abstract

This study was designed and conducted to predict how young people in Tehran use Instagram for personal brand development, based on their emotional intelligence and communication skills. The research is applied in nature and employs a causal design, utilizing a survey method and a questionnaire as the measurement tool. The statistical population consists of all young Instagram users in Tehran. Based on Morgan's table, the sample size was determined to be 330 individuals. A composite questionnaire was used to measure the research variables: Instagram usage for personal brand development, emotional intelligence, and communication skills. Data analysis revealed that, when emotional intelligence is taken into account, communication skills do not play a role in predicting how Instagram is used for personal brand development. Emotional intelligence had the greatest impact on the "resilience" dimension of Instagram usage for personal brand development, followed by the dimensions of "honesty" and "excitement." Furthermore, when emotional intelligence is considered, "overall communication skills" do not appear to play a role in predicting the "competence" and "perfection" dimensions of Instagram usage for personal brand development.