Citas bibligráficas
Ajen, J., (2021). Personal branding en el storytelling publicitario: Caso Alessandra Mazzini y Camote Soup [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/659039
Ajen, J., Personal branding en el storytelling publicitario: Caso Alessandra Mazzini y Camote Soup [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2021. http://hdl.handle.net/10757/659039
@misc{renati/398624,
title = "Personal branding en el storytelling publicitario: Caso Alessandra Mazzini y Camote Soup",
author = "Ajen Soto, Josselin Hatsumy",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2021"
}
The fashion industry presents a highly competitive market. For this reason, brands strive to stand out on social networks such as Instagram, where they collaborate with influencers to obtain greater recognition from their target audience. Currently, these influential users not only work with trademarks, but create their own personal brands. One technique they use to promote these brands in an attractive way is advertising storytelling, since this involves the emotions of their audience. Although studies have been carried out on the personal branding of celebrities in Peru, and on the collaboration between Peruvian brands and influencers, it is necessary to investigate in depth the personal branding of these influencers and the advertising storytelling strategies they use when promoting products. The objective of this research is to analyze the personal branding of a Peruvian fashion influencer and the advertising storytelling of her company, taking as a research case the brand “Camote Soup” and its creator, the designer Alessandra Mazzini. Under the qualitative approach, fifteen semi-structured interviews were conducted by video call with women between 18 and 25 years old, followers of the influencer and her brand. It was found that the elements that stand out in Alessandra Mazzini's personal branding are mysticism, vulnerability, and socio-political role. These are present in the advertising storytelling of "Camote Soup" both in their garments and in their campaigns. It was concluded that there is a dependency-subordination relationship in the case studied.
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