The influence of personal brand communication on consumers
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 techno...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Vilnius Gediminas Technical University
2024-03-01
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| Series: | Business: Theory and Practice |
| Subjects: | |
| Online Access: | https://jbem.vgtu.lt/index.php/BTP/article/view/20635 |
| Summary: | 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.
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| ISSN: | 1648-0627 1822-4202 |