Las plataformas digitales y el uso estratégico en el posicionamiento de la marca personal. Caso : Andrea Salgado.

Abstract

This research project aims to analyze the construction of Andrea Salgado's personal brand, to define the consolidation that is achieved by multiple strategic actions. Chapter I deals with the problematic situation, the approach to the problem, and the justification for the work is established, as well as the details of the objectives. Chapter II develops the theoretical framework, which is the bibliographic support of all this research. Chapter III contains the methodology, where, in order to achieve the objectives, a mixed, descriptive approach is applied, and the units of analysis are specified, which are 42 publications on the TikTok social network, 73 publications and 138 stories. on the social network Instagram, carried out for 6 months, from May to November 2021. Later, in Chapter IV, this data is analyzed and compared with the versions given by Andrea Salgado, about how she makes her publications, as well as the purpose of each one and, also, the insights of two experts in digital communication and brand strategy. Finally, the conclusions delve into how the presence in social networks generates a digital brand and an online reputation. Likewise, what are the implications of personal branding and the main communication strategies that allow professionals to position themselves in their management as a personal brand on the social networks of Instagram and TikTok.