Banca de DEFESA: JESSICA VIVIANNE DA CUNHA SILVA DE BRITO

Uma banca de DEFESA de DOUTORADO foi cadastrada pelo programa.
STUDENT : JESSICA VIVIANNE DA CUNHA SILVA DE BRITO
DATE: 12/12/2025
TIME: 14:00
LOCAL: VIDEOCONFERÊNCIA
TITLE:

“Out of sight, out of mind”: a critical perspective on online self-presentation in the personal branding of women entrepreneurs

KEY WORDS:

personal branding; self-presentation theory; female entrepreneurship; social media; netnography.

PAGES: 202
BIG AREA: Ciências Sociais Aplicadas
AREA: Administração
SUMMARY:

The shifting perspectives in the business environment, intensified by the growing use of online social media, have expanded the centrality of personal brand management in professional practice. This movement has become particularly relevant among women entrepreneurs of micro and small businesses, for whom Instagram has emerged as one of the primary mechanisms for visibility, communication, and audience engagement. Although the personal branding literature has accompanied this evolution, existing approaches still tend to emphasize motivations, benefits, and strategies, while the challenges, tensions, and negative implications of self-presentation remain underexplored. This thesis addresses this gap by deepening the understanding of adverse aspects associated with online self-presentation and examining how these factors affect the personal brand management of these entrepreneurs. In this context, the objective of this thesis was to critically analyze how aspects inherent to self-presentation on online social networks influence the personal brand management of women entrepreneurs in this environment. To achieve this goal, the study sought to understand how they structure their self-presentation, identify the challenges that shape this process, and propose a framework to help mitigate these difficulties. The research adopted a qualitative, netnographic approach, with data collected on Instagram through observation, participant observation, and semi-structured interviews. The analysis, supported by Atlas.ti software, involved two coding cycles, the development of analytic memos, refinement of categories, and articulation with the personal branding literature and self-presentation theory. The findings indicate that online self-presentation aimed at managing one’s personal brand unfolds through a continuous process of regulating one’s image, in which entrepreneurs simultaneously manage visibility, coherence, and narrative control. The strategies used to consolidate their brand – such as choices of content, formats, arguments, and degrees of personal disclosure – vary according to the meaning attributed to what is posted and the boundaries each woman establishes for herself. However, this movement does not operate solely within a strategic domain; it is permeated by tensions that directly affect well-being, such as routine demands, balancing multiple roles, pressure for consistency, insecurities, and mechanisms of self-censorship that generate emotional strain and a recurring sense of overload. The critical analysis shows that the logic of continuous visibility intensifies self-regulation and fuels a persistent feeling of fatigue, revealing that personal brand management involves tensions that go beyond commonly disseminated technical recommendations. Based on these findings, a five-dimensional framework was developed that synthesizes key elements for more mindful personal brand management. The model contributes by shifting the debate from prescriptive recommendations to a more critical and humanized understanding of self-presentation, recognizing that this process entails not only communication choices but also emotional and identity negotiations. Theoretically, the thesis advances the field by demonstrating that self-presentation is not only a strategic practice but also an experience marked by vulnerabilities and dilemmas. Practically, it offers guidelines that can support entrepreneurs and professionals in developing strategies that are less exhausting and more aligned with the specific characteristics of human experience.

COMMITTEE MEMBERS:
Externa à Instituição - MIRIAM TAIS SALOMÃO
Presidente - 1149369 - ANATALIA SARAIVA MARTINS RAMOS
Externa à Instituição - BRUNA LOURENA DE LIMA DANTAS - UFPE
Externa ao Programa - 1675246 - LISSA VALERIA FERNANDES FERREIRA - nullInterna - 1372521 - MARIA VALERIA PEREIRA DE ARAUJO