حمیدرضا مقامی

The purpose of this research was to design a personal brand digital storytelling learning model.The present research was conducted with a qualitative approach and research methods of content analysis and theme analysis. The research community is all the written sources, articles, books and researches related to the digital storytelling of personal brands in various scientific bases in the years 2000 to 2024 and all specialists and experts in the field of personal branding. The purposeful sampling method is of the criterion type and the criterion for determining the sample size is to reach the saturation volume. The data collection tool was a semi-structured interview and a researcher-made questionnaire. Qualitative analysis and thematic analysis were used to collect data. In this way, the theoretical foundations of storytelling were studied and analyzed, and semi-structured interviews were conducted with 11 experts from educational, commercial, and industrial fields familiar with personal brand storytelling at Allameh Tabataba'i University, and thematic analysis was done, and finally based on The model was created based on the data of content analysis and theme analysis. The research findings showed that the personal brand digital storytelling learning model has 4 dimensions: personal branding, personal brand storytelling, personal brand story content production, and personal brand story content evaluation, and includes 15 components and 57 indicators. The results showed that the personal brand digital storytelling learning model for students is a multi-dimensional and multi-component process and its realization demands the comprehensive attention of higher education officials and students.