Marcas personalíssimas: um estudo de caso sobre Kylie Jenner e suas marcas

Abstract

In this monograph we propose to understand how the dynamics of online social networks can contribute with the transference of personality from celebrities to their brands, addressing terms such as celebrities, online social networks and personal brands. We bring a study and discussion under a new perspective of the subject, the celebrities, their own brands and their strategies of dissemination in social networks, along with the identification of the public, interest in their lifestyles, products and the conquest by social capital, reputation and popularity. In addition to the bibliographic research, there is also a case study on celebrity Kylie Jenner and her brand Kylie Cosmetics, analyzing its content on the Instagram social network in order to identify and analyze its messages and variables.