The Relationship between Personal Branding and Flourishing of Middle-aged Women: The Serial-multiple Mediating Effects of Growth Mindset, Mental Toughness and Meaning in Life

This study aimed to verify the serial-multiple mediating effects of growth mindset, mental toughness, and meaning in life in the relationship between personal branding and flourishing among middle-aged women.The research questions to achieve the purpose of this study are as follows.First, what is the correlation between personal branding, growth mindset, mental toughness, meaning in life, and flourishing?Second, do growth mindset, mental toughness, and meaning in life have a serial triple mediating effect in the relationship between personal branding and flourishing?SPSS 25 and PROCESS macro 4.2 were used for analysis, and frequency analysis, reliability analysis, correlation analysis, and sequential mediation effect analysis were performed.As a result of the study, there was a significant positive correlation between personal branding, growth mindset, mental toughness, meaning in life, and flourishing.Second, personal branding had a significant positive effect on growth mindset.A growth mindset had an effect on mental toughness, mental toughness had an effect on meaning in life, and meaning in life had a positive effect on flourishing.The indirect effect of personal branding on the path to flourishing through a growth mindset, mental toughness, and meaning in life was also significant.In other words, growth mindset, mental toughness, and meaning in life had a sequential (serial) triple mediating effect in the relationship between personal branding and flourishing.These results will be used as a flourishing model utilizing personal branding and psychological and emotional variables of middle-aged women at a turning point in their lives.