USING STORYTAILING IN BUILDING A PERSONAL BRAND IN A DIGITAL ENVIRONMENT

The article reviews the views of scientists on the definition of a “personal brand”, the fundamental principles of a personal brand: reputation, image, identity. The main features inherent in a personal brand are highlighted. The relevance of the topic of using storytelling to build a personal brand is explained by the presence of high competition in the Internet environment and the wide availability of self-presentation tools. Thanks to digital technology, we have an abundance of information sources, which negatively affects its memorization. According to the Ebbinghaus curve, already in the first hour after receiving it, 60% of information is lost, 65% is forgotten within 10 hours, 80% is forgotten after 6 days. The purpose of the work is to study the use of storytelling in online communities of fashion bloggers on users’ perception of their personal brand. The study was carried out in three stages. At the first stage, online communities of personal brands were studied, the presence and phase of storylines in the description of the profile of personal brands, the use of archetypes, indicators of reputational variables, the format and types of published content were assessed. It was found that building a certain image through the narration of a story with a certain plot and characters allows you to retain the attention of the audience and involve it in interaction with the brand, and affects the improvement of reputation indicators. At the second stage, the archetype of the object of personal brand formation was identified and the internal and external elements of the personal brand were described. At the last stage of the study, the instrumental values of the target audience were determined. Users perceived the personal brand through the person-brand himself and his environment. Persuasive storytelling improves personal reputation in online communities. Storytelling creates a stronger connection between the brand person and community members and can help position the brand more attractively.

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