The Influence of Personal Branding on Consumers’ Perception in E-commerce

The shift towards digital media in mass communications has lead to the increase of the importance of self-promotion in the Internet. The present study focuses on the phenomenon of personal branding and its impact on developing businesses in digital sphere. The aim of this study is to analyze the relationship between personal branding and consumers’ perception in e-commerce. By using A/B testing, customer survey and expert interviews, the hypothesis of the study, according to which a personal brand can increase the value of a product in the eyes of consumers in e-commerce, has been confirmed. We found that the influence is native for some customers. And based on interviews with experts, personal branding plays an important role in business development. Obtained in the framework of this study, scientific knowledge can be used to understand the phenomenon of personal branding, as well as in practical activities to build a personal brand.