Integration of personal branding and influencer marketing: A literature review study on the paradigm shift in marketing communication in the era of creative economy and digital platforms
Keywords:
authenticity, creative economy, digital marketing communication, influencer marketing, new paradigm, personal branding, trustAbstract
This study aims to analyse the integration between personal branding and influencer marketing as a representation of the paradigm shift in marketing communication in the era of the creative economy and digital platforms. Through a literature review approach, the results show that digital transformation has shifted marketing communication patterns from traditional persuasive models to relational models that emphasise individual values, trust, and authenticity. Personal branding serves as the foundation for digital identity formation and a source of credibility, while influencer marketing becomes an instrument for distributing value that utilises the social proximity between influencers and audiences. The integration of the two results in a human-centred marketing paradigm, which places interaction, engagement, and collaboration at the core of modern marketing strategies. Furthermore, this study confirms that the symbolic power and social capital of personal branding can be converted into economic capital through influencer marketing mechanisms, thereby creating a marketing system oriented towards participation and social value. The implications of this study point to the need to develop ethical, adaptive, and sustainable marketing communication strategies amid the complexity of digital culture.
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