Examinando por Materia "Social agent"

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    De personajes reconocidos a marcas personales : aproximación exploratoria al personal branding
    (2020) Montoya Vélez, Juan Manuel; Villegas Castaño, Guillermo León
    Among the last decade of the 20th century and the second of the 21st century, information and communication technologies available have enhanced the possibility of individuals to interact with collectives and project themselves as potential generators of value, and, therefore, of being worthy of receiving in return, from said collective, a desired reaction. In this context, figures intrinsically related with interactive media, such as youtubers, instagrammers, twitters, bloggers, or digital influencers. The democratization of access to collectives (Díez, 2018) has given theoretical and practical relevance to the concept of personal branding (Peters, 1997), that has arose in parallel with this explosion of interactive channels in which is proposed that individuals should see themselves as potential assets, and apply, in their personal development, brand management, or branding processes, proper of companies or organizations. In the present research, the personal branding or personal brand concepts are analyzed, from a qualitative exploratory approach, in a group of people who stand out for their character, their personality and their identity, which make them social agents and mobilizing other people, and the relationship they have with them.