Personal Branding e influenciadores digitais

um estudo de caso de Raíza Costa no Instagram

Abstract

This article aims to identify the communication strategies adopted by the digital influencer Raíza Costa on her Instagram profile for the construction and management of her personal brand. The research is based on studies about digital influencers, branding, and personal branding, and adopts a quantitative and qualitative approach, with an exploratory character, using the case study as the method of investigation. For the analysis, data were collected over the course of one year from the influencer’s profile on the platform, with the aim of identifying the main themes and characteristics of the posts, analyzing how these elements contribute to the consolidation of her personal brand. The results indicate that by combining strategic communication, storytelling, and visual identity with engaging content, the influencer was able to establish a unique identity and create emotional bonds with her audience, standing out in the digital landscape for her authenticity and distinctive style.