Beatriz Casais, a professor in the Management Department of the School of Economics and Management at the University of Minho, took part in the RTP2 program Sociedade Civil on April 3, 2024, joining a panel that debated personal image management.
Professor Beatriz Casais highlighted the importance of personal image as an element of branding, both for professional marketing purposes and for creating an authentic personal brand that reflects a person's charisma and values. To this end, it is important to manage both verbal and non-verbal communication and to be present in different environments, with personal image management on social networks taking on a more significant dynamic nowadays, especially with the phenomenon of digital influencers. Beatriz Casais focused on the importance of personal image management for digital micro-influencers, generally anonymous people who stand out in their immediate circle for their content and the parasocial relationship they create with their followers.
Professor Beatriz Casais researches in the area of Marketing and Strategy, with research work in the area of social media management and influencer marketing management.
