Predictor Variables in Personal Brand Management on Social Networks

Gutierrez-Aguilar O.; Ticona-Apaza F.; Ticona-Apaza V.; Chicana-Huanca B.; Cortez-Rojas S.; Chicana-Huanca S. · Lecture Notes in Networks and Systems (2024) · DOI: 10.1007/978-3-031-74828-8_5

Resumen

The principal objective of this research was to elucidate the interrelationships among latent variables involved in managing personal brands, information exchange on social networks, recognition of user needs, user satisfaction, and the selection of information on social networks. This study was conducted in Arequipa, Peru, with a sample of 434 university students. The investigation was divided into two phases using a non-experimental, cross-sectional methodology. The initial phase entailed an exploratory factor analysis to establish a reliable and valid structure for the variables and their associated items. This was followed by a confirmatory factor analysis, implemented through variance-based structural equation modelling. The study’s findings indicate that the strategic selection of information is crucial for adequate information exchange and enhancing user satisfaction across various social media platforms. This highlights the need for unique marketing and branding strategies for each social media platform. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2024.

Instituciones: Universidad Nacional de San Agustín de Arequipa; Universidad Católica de Santa María