From Zero to $ocial Brand: The Guide to Positive LinkedIn Communication

Huu Khang Nguyen ; My Khanh Huynh Eastern International University ; Huu Phuoc Tran Eastern International University

Abstract

This conceptual article develops a model of positive LinkedIn communication, arguing that responsive, affirming, and authentic interaction—organized into two higher-order behavioral dimensions—strengthens perceived support and trust, thereby shaping professional outcomes (e.g., recruitment, collaboration, and commercial opportunities). By shifting attention from static profile signals to communicative behaviors enacted in posts, comments, and messages, the framework advances testable propositions and specifies mechanisms, boundary conditions, and potential trade-offs that invite empirical evaluation across organizational and cultural contexts.

Journal
Business and Professional Communication Quarterly
Published
2026-02-24
DOI
10.1177/23294906261419056
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