EMOTIONAL SURGE AS A MOTIVATOR OF PERSONAL BRAND DEVELOPMENT

Abstract

The emergence of stress contributes to solving regular problems of adaptation, finding new ways of self-development, and social support. A short-term emotional surge (stress) stimulates the search for new ways of individual human development through ego marketing. Creating a personal brand on social networks is one of the ways to overcome the negative effects of stress. A popular personal brand focuses followers' attention on their personality, promoting self-improvement and personality development.The main task of this study is to identify the motivational factors of personal brand development and the impact of stress on them. To solve this problem, we conducted an experimental study using a structured interview method with individuals who have created their brands. An a priori power analysis for repeated measures within-subjects analysis of variance was performed to determine the sample size.At the same time, we conducted a regression analysis of the degree of involvement and trust in personal brands in social networks to determine the objects of the experimental analysis by the interview method. To analyze the effect of audience engagement through post-response, the effect of self-development and self-satisfaction, we ran a linear regression. The obtained data indicate that uncertainty about one's importance in society stimulates the appeal to social support through ego marketing, and stress factors motivate the development of a personal brand.