How social media reconfigures Personal Brand Management and Online Reputation

Although much research has been done on "branding" in social media, in the context of people the topic has been more widely addressed in the last decade, especially as a result of the rise of social media and the massive use by almost all of society. From this perspective, this study intends to ground and discuss how the amplitude of social media implied a reconfiguration in the dynamics and communicational practices used in the management of the Personal Brand and which unfoldings in reputation, especially online. Thus, it is intended to elucidate the main changes that occurred interrelating the updated literature review, signaling relevant points that corroborate and/or refute the referred theme as clues for future investigations.