Modeling the influencer marketing extensions' effect on personal brand image

Abstract

The research is conducted with an aim of proposing and testing the structural model which implies the impact of Influencer Marketing extensions on their Personal Brand Image. The prominent study strives to evaluate the interrelation between relevant variables with regards to the extensions of Influencer Marketing to gain insights into the effect of Influencer Marketing extension strategy on their personal brand image. The empirical research was implemented by applying the exploratory methodology. The study was conducted with the application of quantitative perspective, and the data was collected by an online survey across the internet platform. The selected sampling technique was known as the convenience sampling method, with the size of up to 410 candidates. Results imply that the personal brand image is negatively affected by the Influencer Marketing extension strategy in low-fit categories within the Vietnamese market whereas a positive correlation has been witnessed in the high-fit expansion. Nevertheless, the research was only implemented in Ho Chi Minh city. Therefore, researchers are motivated to examine the model in other areas. Findings indicate that an Influencer with a positive personal brand image will possibly suffer less risks when extending their image into other brands in contrasting and variated categories. The influencer’s favorable network will involve followers who are already conscious of a well-perceived image of the endorsement. The research provides insights to modeling the effect of Influencer Marketing extension strategies on their personal brand image.