Browsing by Author "Alarcó Szabo, Mallerly Thais"

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    Marca personal en estudiantes universitarios: un análisis bibliométrico de la producción científica global
    (2025-08-12) Morales López, David Alexander; Pasato Guallpa, Pamela Elizabeth; Pallo Tulmo, Patricia Alexandra; Alarcó Szabo, Mallerly Thais
    Personal branding has become a key factor for university students to strengthen their professional identity, increase their employability, and differentiate themselves in a competitive job market. The present study aims to analyze global scientific output on personal branding among university students, identifying trends, approaches, and emerging areas of research. A quantitative bibliometric methodology was applied, using the SCOPUS database for the period 2020–2025. The search was conducted using a broad set of keywords in Spanish and English related to personal branding, higher education, and professional development. The analysis considered variables such as authors, number of publications, affiliations, countries, areas of knowledge, document types, co-authorship networks, and keyword density.The results show sustained growth in production, with an 80% increase in 2024 compared to 2023. The United States leads with 40% of the documents, followed by Indonesia and Australia. Social Sciences and Administration predominate, with a growing participation of Engineering and Computing. The most frequent keywords are higher education, students, career development, personal branding, and leadership. It is concluded that the topic is expanding but requires strengthening research networks, funding, and international collaboration