THE IMPACT OF PERSONAL BRANDING MARKETING ON CONSUMER BEHAVIOR IN E-COMMERCE UNDER DIGITAL TRANSFORMATION
Abstract
The digital transformation of the economy has significantly changed the nature of marketing communications and consumer behavior in the field of e-commerce. Traditional advertising instruments are gradually losing their effectiveness due to information overload and declining consumer trust, which has led to the growing importance of personalized marketing tools, particularly personal branding marketing. This approach is based on the influence of bloggers, experts, and opinion leaders who shape consumer perceptions and purchasing decisions through trust, identification, and authentic communication. The purpose of the study is to generalize the theoretical and methodological foundations of personal branding marketing as a tool of digital marketing and to substantiate its impact on consumer decision-making processes in the e-commerce environment. The research methodology is based on systemic and interdisciplinary approaches, including methods of analysis and synthesis, theoretical generalization of scientific literature on personal branding, influencer marketing, and consumer behavior, as well as logical analysis of the mechanisms through which personal brands influence purchasing decisions in digital platforms. The results of the study demonstrate that personal branding marketing affects all stages of the consumer decision-making process in e-commerce, from need recognition to post-purchase evaluation. It is substantiated that social identification, trust, and expert influence are key mechanisms that reduce information uncertainty and cognitive costs for consumers. The study also identifies the main factors determining the effectiveness of personal branding marketing, including authenticity, audience-brand value congruence, and transparency of marketing communications, as well as the risks associated with excessive commercialization and reputational vulnerability. The practical value of the research lies in the possibility of applying the obtained conclusions by e-commerce enterprises, marketing agencies, and digital content creators in the development of effective and responsible personalized marketing strategies. The results can also be used in the educational process when teaching disciplines related to digital marketing, e-commerce, and consumer behavior.
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