The Corruption of Personal Branding Communication in Education and Its Implications for Sustainable Development Goals

Abstract

Quality education is one of the Sustainable Development Goals (SDGs). In supporting this goal, academic personal branding becomes an effort that promotes good values and competitive advantages of educational people, especially concerning their scientific identities and professions. However, in practice, communication corruption sometimes occurs. This article assesses the communication corruption potentials of academics in personal branding efforts and discusses their relationships with SDGs literacy. Using a descriptive quantitative approach by surveying 150 academics with personal branding experience, the findings show a high potential for corrupt communication. Research signals the importance of integrity and self-control in personal branding, so academics do not arbitrarily use power and opportunities to engineer communication. It impacts goals 3, 4, 8, and 16 SDGs. Integrity and self-control in communication keep educational people on the right track and have good mental health. Thus, the performance and productivity of education increase, and well-being is maintained, strengthening the institution.