Influencers' Perception of Personal Branding on Social Media in Vietnam

Abstract

This research aims to explore influencers' perceptions of personal branding on social media in Vietnam and examine the factors that shape their understanding and practices. The study employs in-depth interview method. Thirteen influencers were interviewed to gather their perspectives and insights on personal branding. Research findings indicate that influencers in Vietnam perceive social trends as influential in shaping their personal branding strategies. They prioritize staying updated and adapting their content and image to match the expectations and needs of their target audience. Additionally, influencers recognize the significance of showcasing their expertise and maintaining authenticity in building their personal brand. The findings provide practical guidance for influencers and practitioners in building effective personal brands on social media. They highlight the need for influencers to stay updated with social trends, leverage expertise, express authenticity, utilize technology, and consider public reception. This research contributes to the specific context of Vietnam, shedding light on the perception of personal branding among influencers in this cultural setting. The findings provide a deeper understanding of the influencers' practices and offer practical implications that can inform personal branding strategies on social media in Vietnam.