Strategic utilization of social media in brand identity formation for aesthetic medicine services: Insights into digital influence and consumer perception

This article explores the role of social media in shaping the brand identity of providers of aesthetic medicine services. The study draws on publicly available research published online. The analysis reveals that visual appeal, individuality, and the positive demeanor of influencers are key determinants in forming a favorable brand image. In contrast, factors such as popularity and general credibility appear to have a less pronounced impact. The findings help address an existing research gap in the field of digital branding for aesthetic services and offer practical insights for marketers aiming to optimize communication strategies amid the ongoing digital transformation of the market. The article is of interest to marketing researchers and brand management professionals studying the influence of digital communication on image formation within the aesthetic services industry. It also provides valuable perspectives for practitioners in strategic management and marketing communications who seek to integrate innovative social media approaches into brand development. The material presents a comprehensive analysis of current trends and mechanisms for engaging with target audiences.