<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0124-8693</journal-id>
<journal-title><![CDATA[Tendencias]]></journal-title>
<abbrev-journal-title><![CDATA[Tend.]]></abbrev-journal-title>
<issn>0124-8693</issn>
<publisher>
<publisher-name><![CDATA[Universidad de Nariño, Facultad de Ciencias Económicas y Administrativas]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0124-86932021000200107</article-id>
<article-id pub-id-type="doi">10.22267/rtend.212202.170</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[EXPOSICIÓN DE MARCA PERSONAL POR MEDIO DE REDES SOCIALES]]></article-title>
<article-title xml:lang="en"><![CDATA[EXPOSURE OF PERSONAL BRAND THROUGH SOCIAL MEDIA]]></article-title>
<article-title xml:lang="pt"><![CDATA[EXPOSIÇÃO DE MARCA PESSOAL ATRAVÉS DA MÍDIA SOCIAL]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[David Tenorio]]></surname>
<given-names><![CDATA[Luis Enrique]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,I.U. Escuela Nacional del Deporte  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<pub-date pub-type="pub">
<day>01</day>
<month>07</month>
<year>2021</year>
</pub-date>
<pub-date pub-type="epub">
<day>01</day>
<month>07</month>
<year>2021</year>
</pub-date>
<volume>22</volume>
<numero>2</numero>
<fpage>107</fpage>
<lpage>129</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0124-86932021000200107&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0124-86932021000200107&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0124-86932021000200107&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen La exposición de marca constituye un instrumento de proyección de gran impacto, en la actualidad el uso de medios sociales se convierte en una gran herramienta para lo anterior, utilizado por marcas personales. El conectar personas con seguidores como uno de sus grandes logros, facilitando el alcance de sus objetivos como marca. La presente investigación tuvo como objetivo identificar los factores que facilitan la exposición de una marca personal a través del uso de redes sociales y su posterior uso como medio publicitario. La metodología utilizada se basa en un enfoque cualitativo y como instrumento de recolección de datos se utilizó una entrevista semiestructurada de doce preguntas basadas en los aportes de los diferentes autores especializados en la gestión de marcas corporativas. Con lo anterior, se generó un acercamiento entre la teoría y la práctica a partir de identificar la equivalencia entre los conceptos teóricos y los testimonios de los participantes. Como principal hallazgo se identificó que el sello personal a partir de la originalidad es el factor de mayor impulso para aumentar la exposición de una marca personal en redes sociales. JEL: M3; M15; M31; M37; M39]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract 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]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo A exposição da marca constitui um instrumento de projeção de grande impacto, atualmente a utilização das redes sociais torna-se uma grande ferramenta para o exposto, utilizada pelas marcas pessoais. Conectar pessoas com seguidores é uma de suas grandes conquistas, facilitando o alcance de seus objetivos como marca. O objetivo desta pesquisa foi identificar os fatores que facilitam a exposição de uma marca pessoal por meio da utilização de redes sociais e sua posterior utilização como meio publicitário. A metodologia utilizada baseia-se na abordagem qualitativa e utilizou-se como instrumento de coleta de dados uma entrevista semiestruturada de doze questões a partir das contribuições de diversos autores especializados em gestão de marcas corporativas. Com o exposto, gerou-se uma aproximação entre teoria e prática, identificando a equivalência entre os conceitos teóricos e os depoimentos dos participantes. Como principal achado, identificou-se que a marca pessoal da originalidade é o fator que mais impulsiona o aumento da exposição de uma marca pessoal nas redes sociais. JEL: M3; M15; M31; M37; M39]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[comunicación]]></kwd>
<kwd lng="es"><![CDATA[imagen de la marca]]></kwd>
<kwd lng="es"><![CDATA[marketing]]></kwd>
<kwd lng="es"><![CDATA[medios sociales]]></kwd>
<kwd lng="es"><![CDATA[publicidad.]]></kwd>
<kwd lng="en"><![CDATA[communication]]></kwd>
<kwd lng="en"><![CDATA[brand image]]></kwd>
<kwd lng="en"><![CDATA[marketing]]></kwd>
<kwd lng="en"><![CDATA[social media]]></kwd>
<kwd lng="en"><![CDATA[advertising.]]></kwd>
<kwd lng="pt"><![CDATA[comunicação]]></kwd>
<kwd lng="pt"><![CDATA[Imagem de marca]]></kwd>
<kwd lng="pt"><![CDATA[marketing]]></kwd>
<kwd lng="pt"><![CDATA[mídia social]]></kwd>
<kwd lng="pt"><![CDATA[propaganda.]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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