Banca de QUALIFICAÇÃO: JÉSSICA VIVIANNE DA CUNHA SILVA DE BRITO

Uma banca de QUALIFICAÇÃO de DOUTORADO foi cadastrada pelo programa.
STUDENT : JÉSSICA VIVIANNE DA CUNHA SILVA DE BRITO
DATE: 27/06/2024
TIME: 14:30
LOCAL: PRESENCIAL (LOCAL AINDA A SER INFORMADO)
TITLE:

Between the stage and the curtains: challenges of online self-presentation in women entrepreneurs' personal branding

KEY WORDS:

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

PAGES: 124
BIG AREA: Ciências Sociais Aplicadas
AREA: Administração
SUMMARY:

This thesis project aims to analyze how the inherent challenges of self-presentation on online social media shape the personal branding of female entrepreneurs in that environment. The specific objectives are to: describe how female entrepreneurs manage their personal brand on online social media; identify the self-presentation challenges that influence personal branding among entrepreneurs, considering their perceptions; examine whether there are differences in the challenges faced by women in self-presenting, considering their age; propose a framework with guidelines to assist entrepreneurs in mitigating identified self-presentation challenges. To achieve this, a qualitative netnographic study will be conducted, with data collection over three months on the Instagram social media among female entrepreneurs, using techniques such as observation, participant observation, and semi-structured interviews. The analysis, supported by Atlas.ti software, will proceed in five phases: coding (in two stages: analytic and hermeneutic); annotations; verification and refinement; generalization; and theorization. Coding will be conducted in two cycles. The first, descriptive, will allow the researcher to identify elements of interest and assign labels which will later be refined to obtain interpretative categories. The second, explanatory, will involve a deeper approach to uncover motivations behind the codes and categories established in the first cycle. Following coding, propositions will be developed to support the analysis among the entrepreneurs. At this stage, efforts will focus on identifying convergences and differences among participants to build generalizations that explain data consistency. Finally, these generalizations will be compared with existing knowledge on personal branding to formulate the research's contributions.

COMMITTEE MEMBERS:
Presidente - 1149369 - ANATALIA SARAIVA MARTINS RAMOS
Interna - 1100806 - ADRIANNE PAULA VIEIRA DE ANDRADE
Externa à Instituição - BRUNA LOURENA DE LIMA DANTAS - UFPE
Externa à Instituição - LISSA VALERIA FERNANDES FERREIRA