UGC IN ADVERTISING AND PR OF A PERSONAL BRAND

This article explores the role of user-generated content (UGC) in advertising and public relations (PR), with a particular focus on its application to personal brand development and promotion through video content. The article aims to analyze how UGC, in particular user-generated video content, can be used to build and strengthen a personal brand in the digital age. The study is based on contemporary theories of digital marketing, PR, and social media dynamics, drawing on relevant scholarly works. The research material includes analysis of case studies, social media platforms, and academic literature. The results show that UGC, especially video content, significantly contributes to personal brand development by enhancing authenticity, engagement, and trust. The authors conclude that UGC is a powerful tool for personal branding, providing unique opportunities to stand out from competitors in the digital space.