The influence of personal brand communication on consumers
Abstract
The idea of this research is to combine the influence of personal brand with business needs. This article is a personal brand’s analysis on how personal brand influences consumer interest in products/services. An experiment is carried out on the content viewed by consumers using eye-tracking technology “Neuromarketing & AI LAB” to reveal emotional and structural sensations in the social network Instagram. The aim of this research is to determine the influence of a personal brand on the consumer. Research methodology: analysis of scientific literature, logical definition and theory construction, an experiment: research of human emotions and chosen content. Data analysis method: descriptive statistics and comparative analysis. AOI (heat map) was selected to illustrate the research results. Influencers with up to 100 000 followers were selected – stimuli that trigger or enhance physiological and psychological reactions in the body. It was found that the body and face of a personal brand had the higher influence on consumers. Personal brand attracts consumers’ attention and promotes engagement. The originality and value of the paper: content relevance research of personal brand (identity) influence on consumers in social network Instagram. Further we suggest carrying out similar personal brand’s research choosing other social networks.
Keyword : personal brand, influence, communication, consumers, neuromarketing, AI, heat map, influencers
How to Cite
Kromalcas, S., Kraujalienė, L., & Ževžikovas, G. (2024). The influence of personal brand communication on consumers. Business: Theory and Practice, 25(1), 95–107. https://doi.org/10.3846/btp.2024.20635
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
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Campbell, C., & Grimm, P. E. (2019). The challenges native advertising poses: Exploring potential federal trade commission responses and identifying research needs. Journal of Public Policy & Marketing, 38(1), 110–123. https://doi.org/10.1177/0743915618818576
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Chaudhry, S. A., & Irshad, W. (2013). Opinion leadership and its role in buyer decision making. Academy of Contemporary Research Journal, 7(1), 7–14.
Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), 47–75. https://doi.org/10.2501/IJA-30-1-047-075
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Das, S., Mitra, K., & Mandal, M. (2016). Sample size calculation: Basic principles. Indian Journal of Anaesthesia, 60(9), 652–656. https://doi.org/10.4103/0019-5049.190621
Dhanesh, G. S., & Duthler, G. (2019). Relationship management through social media influencers: Effects of followers’ awareness of paid endorsement. Public Relations Review, 45(3), Article 101765. https://doi.org/10.1016/j.pubrev.2019.03.002
Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1–7. https://doi.org/10.1016/j.chb.2016.11.009
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Haenlein, M., Anadol, E., Farnsworth, T., Hugo, H., Hunichen, J., & Welte, D. (2020). Navigating the new era of influencer marketing: How to be successful on Instagram, TikTok, & Co. California Management Review, 63(1), 5–25. https://doi.org/10.1177/0008125620958166
Hofer, P., Perkhofer, L., & Mayr, A. (2023). Interactive Big Data visualizations: Potential for management reporting: A summary of empirical studies on the selection, use, and design of novel visualization types. In The digitalization of management accounting: Use cases from theory and practice (pp. 143–169). Springer Fachmedien Wiesbaden. https://doi.org/10.1007/978-3-658-41524-2_10
Kang, M., Liang, T., Sun, B., & Mao, H. Y. (2023). Detection of opinion leaders: Static vs. dynamic evaluation in online learning communities. Heliyon, 9(4), Article e14844. https://doi.org/10.1016/j.heliyon.2023.e14844
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Nagy, A., Kemény, I., Szűcs, K., Simon, J., & Kiss, V. (2017). Are opinion leaders more satisfied? Results of a SEM model about the relationship between opinion leadership and online customer satisfaction. Society and Economy, 39(1), 141–160. https://doi.org/10.1556/204.2016.004
Narayanaswamy, R., & Heiens, R. A. (2022). Finding the optimal social media marketing mix to drive customer attraction and sales performance: An exploratory study. International Journal of Electronic Marketing and Retailing, 13(1), 65–82. https://doi.org/10.1504/IJEMR.2022.119248
Pedroni, M., & Pofi, M. P. (2018). Commodifying the followers or challenging the mainstream? The two-sided potential of curvy fashion bloggers. Observatorio (OBS*), 12(SPE1), 005–027. https://doi.org/10.15847/obsOBS0001383
Sahelices-Pinto, C., & Rodríguez-Santos, C. (2014). E-WoM and 2.0 opinion leaders. Journal of Food Products Marketing, 20(3), 244–261. https://doi.org/10.1080/10454446.2012.732549
Schwöbel-Patel, C. (2019). Insta-scholarship: The self-branding practices of the ‘digital humanitarian’. In Backstage practices of Transnational Law. Routledge. https://doi.org/10.4324/9780429023583-9
Siddiqui, S., & Singh, T. (2016). Social media its impact with positive and negative aspects. International Journal of Computer Applications Technology and Research, 5(2), 71–75. https://doi.org/10.7753/IJCATR0502.1006
Shutaleva, A., Novgorodtseva, A. N., & Ryapalova, O. S. (2022). Self-presentation in Instagram: Promotion of a personal brand in social networks. Economic Consultant, 37(1), 27–40. https://doi.org/10.46224/ecoc.2022.1.3
Tarnovskaya, V. (2017). Reinventing personal branding building a personal brand through content on YouTube. Journal of International Business Research and Marketing, 3(1), 29–35. https://doi.org/10.18775/jibrm.1849-8558.2015.31.3005
Van Stekelenborg, J., Ellenius, J., Maskell, S., Bergvall, T., Caster, O., Dasgupta, N., Dietrich, J., Gama, S., Lewis, D., Newbould, V., Brosch, S., Pierce, C.E., Powell G., Ptaszyńska-Neophytou, A., Wiśniewski, A. F. Z., Tregunno, P., Norén G. N., & Pirmohamed, M. (2019). Recommendations for the use of social media in pharmacovigilance: Lessons from IMI WEB-RADR. Drug Safety, 42, 1393–1407. https://doi.org/10.1007/s40264-019-00858-7
Viek, D., Centenaro, L., & Zanella, S. (2022). Personal branding nas empresas: como valorizar a empresa posicionando suas pessoas-chave. Chave Mestra Editora.
Wei, Z., Zhang, M., & Qiao, T. (2022). Effect of personal branding stereotypes on user engagement on short-video platforms. Journal of Retailing and Consumer Services, 69, Article 103121. https://doi.org/10.1016/j.jretconser.2022.103121
Zabojnik, R. (2018). Personal branding and marketing strategies. European Journal of Science and Theology, 14(6), 159–169. http://www.ejst.tuiasi.ro/Files/73/16_Zabojnik.pdf
Zahmati, M., Azimzade, M., & Sotode, M. S. (2020). Using eye tracking technology to investigation the impact of celebrity athlete endorsement on the attention to advertising. Journal of Advanced Sport Technology, 3(2), 61–70. https://jast.uma.ac.ir/article_884_499fff538a0ed4916ff67905e32f4a4f.pdf
Zhang, R., George, A., Kim, J., Johnson, V., & Ramesh, B. (2019). Benefits of blockchain initiatives for value-based care: Proposed framework. Journal of Medical Internet Research, 21(9), Article e13595. https://doi.org/10.2196/13595
Zhao, Y., Kou, G., Peng, Y., & Chen, Y. (2018). Understanding influence power of opinion leaders in e-commerce networks: An opinion dynamics theory perspective. Information Sciences, 426, 131–147. https://doi.org/10.1016/j.ins.2017.10.031
Bercea, M. D. (2012, August). Anatomy of methodologies for measuring consumer behavior in neuromarketing research. In Proceedings of the Lupcon Center for Business Research (LCBR) European Marketing Conference. Ebermannstadt, Germany. https://www.researchgate.net/profile/Monica-Diana-Olteanu-bercea/publication/260058154_Anatomy_of_methodologies_for_measuring_consumer_behavior_in_neuromarketing_research/links/0deec52f3abdb88ac1000000/Anatomy-of-methodologies-for-measuring-consumer-behavior-in-neuromarketing-research.pdf
Bergström, A., & Jervelycke Belfrage, M. (2018). News in social media: Incidental consumption and the role of opinion leaders. Digital Journalism, 6(5), 583–598. https://doi.org/10.1080/21670811.2018.1423625
Boniface, D. R. (2019). Experiment design and statistical methods for behavioural and social research. Routledge. https://doi.org/10.1201/9780203756423
Borchers, N. S. (2019). Social media influencers in strategic communication. International Journal of Strategic Communication, 13(4), 255–260. https://doi.org/10.1080/1553118X.2019.1634075
Brems, C., Temmerman, M., Graham, T., & Broersma, M. (2017). Personal branding on Twitter: How employed and freelance journalists stage themselves on social media. Digital Journalism, 5(4), 443–459. https://doi.org/10.1080/21670811.2016.1176534
Carr, C. T., & Hayes, R. A. (2015). Social media: Defining, developing, and divining. Atlantic Journal of Communication, 23(1), 46–65. https://doi.org/10.1080/15456870.2015.972282
Campbell, C., & Grimm, P. E. (2019). The challenges native advertising poses: Exploring potential federal trade commission responses and identifying research needs. Journal of Public Policy & Marketing, 38(1), 110–123. https://doi.org/10.1177/0743915618818576
Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2020). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research, 117, 510–519. https://doi.org/10.1016/j.jbusres.2018.07.005
Chaudhry, S. A., & Irshad, W. (2013). Opinion leadership and its role in buyer decision making. Academy of Contemporary Research Journal, 7(1), 7–14.
Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), 47–75. https://doi.org/10.2501/IJA-30-1-047-075
Contero-López, P., Camba, J. D., & Contero, M. (2022). An analysis of influencer marketing effectiveness in luxury brands using eye-tracking technology. AHFE International. https://doi.org/10.54941/ahfe1002051
Das, S., Mitra, K., & Mandal, M. (2016). Sample size calculation: Basic principles. Indian Journal of Anaesthesia, 60(9), 652–656. https://doi.org/10.4103/0019-5049.190621
Dhanesh, G. S., & Duthler, G. (2019). Relationship management through social media influencers: Effects of followers’ awareness of paid endorsement. Public Relations Review, 45(3), Article 101765. https://doi.org/10.1016/j.pubrev.2019.03.002
Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1–7. https://doi.org/10.1016/j.chb.2016.11.009
Djafarova, E., & Bowes, T. (2021). ‘Instagram made Me buy it’: Generation Z impulse purchases in fashion industry. Journal of Retailing and Consumer Services, 59, Article 102345. https://doi.org/10.1016/j.jretconser.2020.102345
Farooqui, M. (2023). The benefits of marketing analytics and challenges. In Handbook of big data research methods (Chapter 4, pp. 52–71). Edward Elgar Publishing. https://doi.org/10.4337/9781800888555
Fuchs, C. (2015). Power in the age of social media. Heathwood Journal of Critical Theory, 1(1), 1–29. https://westminsterresearch.westminster.ac.uk/download/2aac6f615d0b62dc632c9a6bea174fac582c0d09270ce0b4e14bcb3216371ddd/701378/Fuchs_2015.pdf
Glucksman, M. (2017). The rise of social media influencer marketing on lifestyle branding: A case study of Lucie Fink. Elon Journal of Undergraduate Research in Communications, 8(2), 77–87. https://www.media-education-portal.com/uploads/1/2/4/7/124735657/08_lifestyle_branding_glucksman.pdf
Grover, P., Kar, A. K., & Dwivedi, Y. (2022). The evolution of social media influence – A literature review and research agenda. International Journal of Information Management Data Insights, 2(2), Article 100116. https://doi.org/10.1016/j.jjimei.2022.100116
Haenlein, M., Anadol, E., Farnsworth, T., Hugo, H., Hunichen, J., & Welte, D. (2020). Navigating the new era of influencer marketing: How to be successful on Instagram, TikTok, & Co. California Management Review, 63(1), 5–25. https://doi.org/10.1177/0008125620958166
Hofer, P., Perkhofer, L., & Mayr, A. (2023). Interactive Big Data visualizations: Potential for management reporting: A summary of empirical studies on the selection, use, and design of novel visualization types. In The digitalization of management accounting: Use cases from theory and practice (pp. 143–169). Springer Fachmedien Wiesbaden. https://doi.org/10.1007/978-3-658-41524-2_10
Kang, M., Liang, T., Sun, B., & Mao, H. Y. (2023). Detection of opinion leaders: Static vs. dynamic evaluation in online learning communities. Heliyon, 9(4), Article e14844. https://doi.org/10.1016/j.heliyon.2023.e14844
Ki, C. W. C., Cuevas, L. M., Chong, S. M., & Lim, H. (2020). Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs. Journal of Retailing and Consumer Services, 55, Article 102133. https://doi.org/10.1016/j.jretconser.2020.102133
Kothapalli, R. A. (2021) Nano and micro-influencers in the spotlight. https://hobo.video/blog/nano-and-micro-influencers-in-the-spotlight/
Moshood, T. D., Nawanir, G., Aripin, N. M., Ahmad, M. H., Lee, K. L., Hussain, S., ... & Ajibike, W. A. (2022). Lean business model canvas and sustainable innovation business model based on the industrial synergy of microalgae cultivation. Environmental Challenges, 6, Article 100418. https://doi.org/10.1016/j.envc.2021.100418
Nagy, A., Kemény, I., Szűcs, K., Simon, J., & Kiss, V. (2017). Are opinion leaders more satisfied? Results of a SEM model about the relationship between opinion leadership and online customer satisfaction. Society and Economy, 39(1), 141–160. https://doi.org/10.1556/204.2016.004
Narayanaswamy, R., & Heiens, R. A. (2022). Finding the optimal social media marketing mix to drive customer attraction and sales performance: An exploratory study. International Journal of Electronic Marketing and Retailing, 13(1), 65–82. https://doi.org/10.1504/IJEMR.2022.119248
Pedroni, M., & Pofi, M. P. (2018). Commodifying the followers or challenging the mainstream? The two-sided potential of curvy fashion bloggers. Observatorio (OBS*), 12(SPE1), 005–027. https://doi.org/10.15847/obsOBS0001383
Sahelices-Pinto, C., & Rodríguez-Santos, C. (2014). E-WoM and 2.0 opinion leaders. Journal of Food Products Marketing, 20(3), 244–261. https://doi.org/10.1080/10454446.2012.732549
Schwöbel-Patel, C. (2019). Insta-scholarship: The self-branding practices of the ‘digital humanitarian’. In Backstage practices of Transnational Law. Routledge. https://doi.org/10.4324/9780429023583-9
Siddiqui, S., & Singh, T. (2016). Social media its impact with positive and negative aspects. International Journal of Computer Applications Technology and Research, 5(2), 71–75. https://doi.org/10.7753/IJCATR0502.1006
Shutaleva, A., Novgorodtseva, A. N., & Ryapalova, O. S. (2022). Self-presentation in Instagram: Promotion of a personal brand in social networks. Economic Consultant, 37(1), 27–40. https://doi.org/10.46224/ecoc.2022.1.3
Tarnovskaya, V. (2017). Reinventing personal branding building a personal brand through content on YouTube. Journal of International Business Research and Marketing, 3(1), 29–35. https://doi.org/10.18775/jibrm.1849-8558.2015.31.3005
Van Stekelenborg, J., Ellenius, J., Maskell, S., Bergvall, T., Caster, O., Dasgupta, N., Dietrich, J., Gama, S., Lewis, D., Newbould, V., Brosch, S., Pierce, C.E., Powell G., Ptaszyńska-Neophytou, A., Wiśniewski, A. F. Z., Tregunno, P., Norén G. N., & Pirmohamed, M. (2019). Recommendations for the use of social media in pharmacovigilance: Lessons from IMI WEB-RADR. Drug Safety, 42, 1393–1407. https://doi.org/10.1007/s40264-019-00858-7
Viek, D., Centenaro, L., & Zanella, S. (2022). Personal branding nas empresas: como valorizar a empresa posicionando suas pessoas-chave. Chave Mestra Editora.
Wei, Z., Zhang, M., & Qiao, T. (2022). Effect of personal branding stereotypes on user engagement on short-video platforms. Journal of Retailing and Consumer Services, 69, Article 103121. https://doi.org/10.1016/j.jretconser.2022.103121
Zabojnik, R. (2018). Personal branding and marketing strategies. European Journal of Science and Theology, 14(6), 159–169. http://www.ejst.tuiasi.ro/Files/73/16_Zabojnik.pdf
Zahmati, M., Azimzade, M., & Sotode, M. S. (2020). Using eye tracking technology to investigation the impact of celebrity athlete endorsement on the attention to advertising. Journal of Advanced Sport Technology, 3(2), 61–70. https://jast.uma.ac.ir/article_884_499fff538a0ed4916ff67905e32f4a4f.pdf
Zhang, R., George, A., Kim, J., Johnson, V., & Ramesh, B. (2019). Benefits of blockchain initiatives for value-based care: Proposed framework. Journal of Medical Internet Research, 21(9), Article e13595. https://doi.org/10.2196/13595
Zhao, Y., Kou, G., Peng, Y., & Chen, Y. (2018). Understanding influence power of opinion leaders in e-commerce networks: An opinion dynamics theory perspective. Information Sciences, 426, 131–147. https://doi.org/10.1016/j.ins.2017.10.031