THE INFLUENCE OF INFLUENCERS ON ONLINE PLATFORMS ON CREATING OWN BRANDING OF ONLINE AUDIENCES

Abstract

The rise of digital platforms has fundamentally changed how individuals construct personal identity and develop their own branding. Influencers — individuals who possess the ability to shape attitudes, preferences, and behaviors through online content — play a critical role in this transformation. Their visibility, perceived authenticity, and social presence significantly affect how online audiences learn, imitate, and internalize branding practices. This article employs a literature-based analytical approach to examine how influencers on platforms such as Facebook, Instagram, TikTok, and YouTube shape the personal branding processes of online audiences. Findings indicate that influencers affect audiences through three primary mechanisms: social learning, aspirational identification, and participatory engagement. These mechanisms encourage audiences to adopt branding strategies, aesthetic styles, identity performances, and digital storytelling techniques modeled by influencers. Results reveal that online audiences do not merely consume influencer content but actively refashion themselves through digital persona creation, visual curation, and interactive engagement. However, challenges remain, including unrealistic beauty standards, algorithm-driven pressure, and the commercialization of identity.