Me, myself, I:

Digital technologies have sparked a renewed focus on radio personalities. Radio personalities are, by virtue of their profession, performers, and social media offers stage which to enact professional personal identities. Drawing Goffman’s (1959) theatre metaphor, this study explored the way presenters display identities online. This research evolved from difficulty that seems exist in interplay between online identity an brand. The qualitative was embedded within interpretative constructivist paradigm. Data were collected through face-to-face interviews with commercial station South Africa triangulated content analysis presenters’ networking profiles. findings extend existing scholarship suggesting differently configured characters. makes theoretical contribution highlighting personalities’ actions should be informed strategic marketing approach achieving individual business goals.