Estrategias de marca personal para construir credibilidad, confianza y engagement en plataformas virtuales

Abstract

Digital ecosystems often prioritize fleeting virality over ethical sustainability, making credibility a scarce asset within the contemporary professional environment. This research analyzes communication strategies employed by ten verifiable Spanish-speaking benchmarks to understand how they build trust and authentic engagement without resorting to sensationalism. Using a qualitative approach with quantitative support, one hundred publications distributed across YouTube, Instagram, LinkedIn, and TikTok were examined, operationalizing dimensions from Aaker, Jenkins, and Fombrun in an ordinal coding matrix. Findings reveal that credibility does not emerge from perfection, but rather from value predictability and selectively managed transparency. A model of transadaptive authority was identified, where creators maintain a stable identity core while translating their message to specific platform grammars. However, audience participation remains predominantly vertical, with low incorporation of user-generated content and scarce recognition of respectful dissent. Strategic vulnerability functions as an emotional bridge, provided it does not compromise perceived technical competence. Ultimately, personal brand sustainability depends less on massive reach than on the capacity to build lasting relational capital amid environments of systemic distrust, balancing thematic coherence with surgical adaptation to digital formats without betraying the ethical core of professional discourse or falling into excessive commodification of intimacy. This study contributes to understanding how ethical branding navigates the tension between authenticity and algorithmic pressure, proposing that true engagement arises from consistency rather than volume.