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Publication
A influência do social media marketing no personal branding de life & business coaches
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 12.41 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Atualmente, deter um domínio sobre a marca pessoal e a
mensagem que esta transmite é essencial para controlar a
forma como os outros a percepcionam. O aumento do interesse
e tomada de consciência desta realidade por parte de indivíduos
que se tornam a sua própria fonte de rendimento leva a um crescimento gradual da compreensão do seu funcionamento, conduzindo à necessidade da realização de mais estudos em
torno desta matéria.
Os life & business coaches, devido ao aparecimento e crescimento exponencial da sua indústria, constituem marcas pessoais relevantes a serem estudadas e interligadas com esta temática.
Neste sentido, através de um enquadramento teórico elaborado e posterior obtenção e análise de resultados com base num estudo quantitativo, investigaram-se determinadas hipóteses de investigação através de uma amostra significativa de indivíduos pertencentes à Geração X e à Geração Y.
De uma forma geral, foi possível concluir que o social media marketing contribui para a criação de uma marca pessoal forte de um life & business coach, influenciando, de forma direta, a relação que esta estabelece com o seu público-alvo. Constatou-se ainda a influência positiva do social media marketing nas conversões de vendas de um life & business coach.
Nowadays, mastering a personal brand and the message it conveys is essential to control the way others perceive it. The increase in interest and awareness of this reality on the part of individuals who become their own source of income leads to a gradual growth in the understanding of its functioning, leading to the need for further studies on this matter. Life & business coaches, due to the exponential growth of their industry, are relevant personal brands to be studied and interconnected with this matter. Through an elaborated theoretical framework and subsequent analysis of results based on a quantitative study, certain research hypotheses were investigated through a significant sample of individuals belonging to Generation X and Generation Y. In general, it was possible to conclude that social media marketing contributes to the creation of a strong personal brand of a life & business coach, directly influencing the relationship it establishes with its target audience. The positive influence of social media marketing on sales conversions of a life & business coach was also verified.
Nowadays, mastering a personal brand and the message it conveys is essential to control the way others perceive it. The increase in interest and awareness of this reality on the part of individuals who become their own source of income leads to a gradual growth in the understanding of its functioning, leading to the need for further studies on this matter. Life & business coaches, due to the exponential growth of their industry, are relevant personal brands to be studied and interconnected with this matter. Through an elaborated theoretical framework and subsequent analysis of results based on a quantitative study, certain research hypotheses were investigated through a significant sample of individuals belonging to Generation X and Generation Y. In general, it was possible to conclude that social media marketing contributes to the creation of a strong personal brand of a life & business coach, directly influencing the relationship it establishes with its target audience. The positive influence of social media marketing on sales conversions of a life & business coach was also verified.
Description
Keywords
Personal branding Social media marketing Consumer brand relationship Brand love Brand equity Life & business coaching