Publication: La marca personal como estrategia de marketing del artista visual en Instagram
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2022-06-02
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Universidad Complutense de Madrid
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Abstract
La presente investigación analiza la marca personal de los artistas visuales como gestores de su propia imagen en Instagram y busca construir el conocimiento necesario para aportar un modelo de gestión de marca personal como una estrategia de marketing. Para lograrlo se estudian tres temáticas: (a) el artista visual y sus necesidades profesionales;(b) la marca personal y (c) el funcionamiento de las estrategias de marketing en Instagram. El primer factor estudiado corresponde a las necesidades del artista visual como gestor de su propia imagen. Para que un artista visual alcance el status profesional deberá cumplir con una serie de requisitos: (a) dedicar la mayor parte de su tiempo al arte; (b) recibir ingresos por su actividad artística; (c) conseguir la reputación ante otros artistas y (d) alcanzar el reconocimiento como artista por el público en general. También se analizan las herramientas de comunicación para el artista visual y cómo se aplican en la creación de un modelo de marca personal. El segundo factor examinado es la marca personal como estrategia de marketing. En este estudio se recopilan diferentes modelos de gestión propuestos por otros autores con el fin de plantear una guía de creación de marca personal aplicable a cualquier artista visual profesional en Instagram...
This research analyzes the personal brand of visual artists as managers of their own image on Instagram and contributing knowledge to provide a personal brand management model as a marketing strategy resource. From this landmark, there have been studied three subjects: (a) the visual artist and its professional needs; (b) personal branding; and (c) the effectiveness of the marketing strategy on Instagram. The first studied subject is linked to the needs of the visual artist as manager of its own image. To reach the professional status the visual artist must count on several features:(a) focusing its time on the art; (b) Earning income from its artistic activity; (c) getting reputation withing the market and face to other artists; and (d) reaching acknowledge as an artist by the target. In addition to, there have been analyzed the communication tools for the visual artist and how they are applied for creating a personal branding model. The second one is personal branding as a marketing strategy. This research gathers different management models by other authors like an academic base to develop a functional personal branding guide to any professional visual artist on Instagram. The third subject is the effectiveness of Instagram as a digital identity projection tool for content creators.
This research analyzes the personal brand of visual artists as managers of their own image on Instagram and contributing knowledge to provide a personal brand management model as a marketing strategy resource. From this landmark, there have been studied three subjects: (a) the visual artist and its professional needs; (b) personal branding; and (c) the effectiveness of the marketing strategy on Instagram. The first studied subject is linked to the needs of the visual artist as manager of its own image. To reach the professional status the visual artist must count on several features:(a) focusing its time on the art; (b) Earning income from its artistic activity; (c) getting reputation withing the market and face to other artists; and (d) reaching acknowledge as an artist by the target. In addition to, there have been analyzed the communication tools for the visual artist and how they are applied for creating a personal branding model. The second one is personal branding as a marketing strategy. This research gathers different management models by other authors like an academic base to develop a functional personal branding guide to any professional visual artist on Instagram. The third subject is the effectiveness of Instagram as a digital identity projection tool for content creators.
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, leída el 30-03-2022