Resumen

DAVID TENORIO, Luis Enrique. EXPOSURE OF PERSONAL BRAND THROUGH SOCIAL MEDIA. Tend. [online]. 2021, vol.22, n.2, pp.107-129.  Epub 03-Ago-2021. ISSN 0124-8693.  https://doi.org/10.22267/rtend.212202.170.

The brand exposure constitutes a projection instrument of great impact, at present the use of social media becomes a great tool for the above, used by personal brands. Connecting people with followers is one of its great achievements, facilitating the achievement of its objectives as a brand. The objective of this research was to identify the factors that facilitate the exposure of a personal brand through the use of social networks and its subsequent use as an advertising medium. The methodology used is based on a qualitative approach and a semi-structured interview of twelve questions was used as a data collection instrument based on the contributions of the different authors specialized in corporate brand management. With the above, a rapprochement between theory and practice was generated by identifying the equivalence between the theoretical concepts and the testimonies of the participants. As the main finding, it was identified that the personal stamp from originality is the factor that drives the greatest drive to increase the exposure of a personal brand on social networks.

JEL: M3; M15; M31; M37; M39

Palabras clave : communication; brand image; marketing; social media; advertising..

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