The Founder’s Personality as a Company Brand: The Role of Social Media in Promoting and Shaping the Reputation of Small Businesses Based on the Pastry Industry

Abstract

This study examines the role of a founder’s personal brand in the promotion and reputation building of small businesses on social media, using the company “Macaronnaya by Sabina” as a case study. The research aims to understand how the personal identity and digital presence of the founder, Sabina Temiralieva, shape the company’s reputational capital, influence the perception of products, and determine the dynamics of business development in Kyrgyzstan and Kazakhstan. The methodological framework includes semi-structured interviews with the company’s top manager and an independent marketing expert, content analysis of social media platforms, review of video materials, and field observations conducted at the brand stores. This mixed-method approach made it possible to identify mechanisms of emotional communication, visual identity formation, and audience engagement. Findings indicate that Sabina’s personal brand has become the central driver of the company’s visibility and growth. Her aesthetic vision, emotional openness, communication style, and media presence shape the brand’s tone and serve as a source of trust. Product innovation, situational marketing, the use of recognizable characters, parasocial interactions, and active audience feedback enhance emotional value and contribute to a stable and loyal community. However, the study also reveals strategic risks: strong dependence on the founder’s persona complicates scalability and reduces managerial predictability. Applying the Personal Brand Equity model, the findings highlight the importance of balancing personalization with institutional stability. Practically, the study shows that emotional communication, visual consistency, and personalized storytelling are key success factors for confectionery brands in Central Asia. For long-term growth, however, the company must strengthen its corporate identity and gradually separate the founder’s personal image from the organizational brand.