Gestão de marca de celebridades: uma análise das redes sociais de Harry Styles

Abstract

This work aims to analyze the management of the Harry Styles brand, on social networks, from the theoretical perspective of marketing and advertising. This work aims to analyze the management of the Harry Styles brand, on social networks, from the theoretical perspective of marketing and advertising. The theoretical framework is divided into six subchapters: the first addresses issues related to the brand, making a brief historical overview and exploring theoretical concepts about its creation and management; the second explores the concept of celebrity in order to understand the construction of this figure; the third provides a brief overview of the history of music and the organization of this industry; the fourth addresses communication strategies in social media; the fifth talks about the fan figure and its organization in fandoms; the sixth seeks to explore the concept of social capital and how it relates to the use of social networking sites. Finally, using the qualitative research method, a monitoring and collection of publications on the singer's social networks was carried out. From the analyzed data, it was possible to find the presence of Editorial, Promotional, Award, Performance, Publication, Merchandise, Social/Political, Personal and Entertainment content. [resumo fornecido pelo autor]