Abstract
The article uncovers the concept of a young scientist’s personal brand. The peculiarities of the explication of the term “social media” are considered. The evidentiary base is presented in detail, emphasizing the importance of having specific and well-developed conceptual foundations for a personal brand. The main stages of creating a young scientist’s brand in social media are analyzed, illustrating the connection between cognitive characteristics and conceptual frameworks of a personal brand. Variants of conceptual platforms for a young scientist’s brand and components of content creation strategy and its potential formats are presented in detail.
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