Current Trends in Cyberspace Technology: Exploring the Influence of Celebrity and Influencer Personal Branding on Social Media and its Effect on Cultivating Brand Loyalty

Abstract

In the ever-evolving landscape of digital marketing, the rise of social media has facilitated a profound shift in how brands interact with consumers. Central to this shift is the phenomenon of celebrity and influencer personal branding, which has emerged as a powerful tool for brand promotion and consumer engagement. This paper seeks to explore the influence of celebrity and influencer personal branding on social media platforms and its effect on cultivating brand loyalty among consumers. Drawing upon existing literature and empirical studies, this research aims to provide a comprehensive understanding of the mechanisms through which celebrity and influencer personal branding impact consumer behavior and brand loyalty. By examining the unique characteristics of celebrity and influencer personal branding, such as authenticity, relatability, and perceived expertise, this study will elucidate the factors that contribute to their effectiveness in driving consumer engagement and loyalty.