Branding and Identity Construction: A Digital Discourse Analysis of Beauty and Fashion Influencers

Abstract

Through digital discourse analysis, the study examines the construction of personal brands and identities by beauty and fashion influencers. With the rise of social media platforms such as Instagram, YouTube, and TikTok, influencers have become key figures in shaping consumer behaviors, particularly within the beauty and fashion industries. This article investigates how influencers balance authenticity, aspiration, empowerment, and commercialization in their online content and how these elements contribute to their identity construction. Using a mixed (qualitative and quantitative) approach, the study analyzes a sample of 100 posts from US, UK, UAE, Canada, Australia, South Korea, and Brazil influencers with significant followings, focusing on visual content (images and videos), textual elements (captions, hashtags), and audience interactions (comments and likes). The findings reveal that authenticity is a dominant theme in influencer branding, with influencers sharing personal stories and relatable content to build trust with their audiences. However, aspirational content, showcasing idealized lifestyles, and commercialized posts, mainly sponsored product endorsements, are also prevalent. Influencers frequently combine these elements to create a balanced yet strategically crafted persona that appeals to their followers. Additionally, audience engagement plays a significant role in the ongoing construction and negotiation of influencer identities, with positive interactions reinforcing influencers’ authenticity and empowerment messages. Despite the aspirational and empowering content, the commercialization of influencer identities raises ethical questions regarding transparency and authenticity in digital branding. This article contributes to understanding influencer culture and provides insight into the complexities of identity construction and brand management in the digital age. Future research should address the evolving relationship between influencers and their audiences in the context of increasing commercialization.