Impact of Influencers’ Behaviour on Their Personal Brand Image: A Qualitative Perspective

We live in an era where digital / social media influencers have become one of the significant players, influencing attitudes and actions on a variety of platforms. With a high engagement ratio of sharing different thoughts, beliefs and their unique content which build a trusting bond, these influencers have mastered the technique of winning people’s heart and attention span. However, this influence does not limit just towards content they create but also shapes their identity which further becomes their brand and concludes their definition and status in the society. With a focus on crucial factors like ethics, reliability and the impact of cancel culture, this paper explores the link between influencers activity and its impact on their brand image. It focuses on how an influencers’ reputation, earnings and public image may be affected by both positive and negative actions. In an era, where one’s private life is often examined and their public image may quickly change, the paper also discusses the challenges of managing a personal brand. The study concludes that, in order to maintain a favorable brand image in this constantly changing world the influencers must not just maintain authenticity, and ethical integrity, but also convey their perspectives in an appropriate manner to support their societal quo.