Benefiting from Influencers with Personal Brands in Advertising Campaigns for Commercial Brands

With the spread of social media, it has become difficult for individuals to distinguish themselves from their competitors, and commercial brands have come to cover everything, not only products and organizations, but have also extended to individuals and are also related to personal branding, as individuals have begun to promote themselves as commercial brands, while organizations develop commercial brands in the market, individuals develop their personal commercial brands, as recently the focus has begun to transform the concept of brands into individuals in what is called personal branding, and its association with influencers has spread, and it has become of great importance to both the brand and the influencer alike, each of which has an impact on the market, so the problem of the study lies in knowing how to benefit from influencers with strong personal brands in advertising campaigns for commercial brands, and the study aims to monitor the relationship between the employment of influencers in advertising campaigns and consumer interaction with them. The research methodology is based on the descriptive approach in collecting scientific material, followed by an analytical study of a group of advertising models via local and Arab social media. Among the most important results reached is that the use of commercial brands of influencers in advertising campaigns increases consumer interaction with them by comparing consumer interaction with advertisements using influencers and without using them, and the strong personal brands of influencers increase the likelihood of commercial brands choosing them in advertising campaigns.