Barona Omaña AJ. The influencer’s personal brand and its transformation into a franchise. In: Llamas Aréchiga B, Rascón Larios AM, Martínez Pratts G, eds. Business Management: The Challenge of the Environment Facing New Technologies, Entrepreneurship, and Working Life. Administrative, Accounting, Economic and Business. Sello Editorial UNAD; 2022:22-35. doi:10.22490/9789586518895.02