Uso de medios sociales como herramientas para el posicionamiento de una marca personal como influencer: categoría moda y belleza

Abstract

Abstract: This research analyzes the use of social media as tools for the positioning of a personal brand as an influencer: fashion and beauty category. For which the importance that these types of elements currently have in the industry and the media is considered, as well as the lack of studies that deal with the relationship between social media and influencer marketing. Thus, through the application of a mixed, qualitative and quantitative methodology, an investigation is implemented that studies the personal brands of 10 influencers related to fashion and beauty in Ecuador, using the composite week content analysis technique, obtaining data and findings that allowed to determine strategies to improve the personal brand in social media in the field of fashion and beauty, thus it was possible to conclude that the presence of Influencers in social networks can contribute positively to the development of a personal brand in the field. of fashion and beauty.