The Cultural Influence of Social Media in the Digital Economy: Internet Celebrities and Brand Marketing

Abstract

This study explores the cultural impact of social media in the digital economy, focusing on the role of internet celebrities and brand marketing strategies. It delves into how digital influencers shape consumer behavior and brand perception within the digital marketplace. The research employs a mixed-method approach, combining quantitative analysis of social media engagement metrics with qualitative case studies of successful influencer-brand collaborations. Key findings highlight the significance of authenticity and trust in influencer marketing, as well as the strategic use of social media platforms for brand visibility and consumer engagement. The study concludes with recommendations for brands to effectively leverage social media influencers in their digital marketing strategies, emphasizing the need for a nuanced understanding of the cultural dynamics within the digital economy.