| Summary: | El texto completo de este trabajo no está disponible en el Repositorio Académico UPC por restricciones de la casa editorial donde ha sido publicado. === A mass is made up of individuals oriented towards a fixed direction, who can consciously lose their personality and direct their feelings and thoughts towards a defined direction. This was evidenced in the 2018 World Cup in Russia when the Peruvian soccer team managed to qualify thanks to the captain of the team, Paolo Guerrero, who generated a great commercial movement due to this feat so longed for by Peruvians. The purpose of this research is to diagnose and deepen the knowledge about the case of Paolo Guerrero and the mass psychology that it generated at a commercial level as a result of the classification. It will review how personal brands connect with people through their actions and media influence provided by the media. A qualitative exploratory study methodology was proposed through in-depth interviews with specialists and two focus groups made up of university students, followers of Peruvian soccer.
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