La marca personal del influencer y su transformación en franquicia

Abstract

The influencer is a personal brand in charge of sharing products and services with their communities, the franchise is based on the license to use the brand, being an essential element for the success of a replicable business. Objective: The research focuses on identifying the elements of an influencer’s brand that are franchisable. Methodology: The business model of 12 influencersfrom various sectors is analyzed to have a greater amount of data for an exploratory study, the analysis was based on observing the type of products that they commercialize and analyzing their franchiseability. Conclusions: The franchisable elements of an influencerare their image through a brand that can be materialized to any product, having limitations in the franchiseability in terms of services.