Personal branding and marketing in science: promoting scientific entrepreneurship
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This article examines the impact of personal branding and marketing in science, addressing the need for scientists to communicate effectively in an increasingly competitive and accessible environment. A systematic literature review methodology is employed to analyze key strategies, tools, and components of personal branding in the scientific field. Results highlight the importance of authenticity and consistency in building a personal brand, as well as the crucial role of social media in enhancing the visibility of scientific work. It concludes that effective and responsible communication not only boosts researchers' careers but also improves public perception of science and contributes to scientific literacy in society.
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