The Role of Personal Branding in Shaping Consumer Purchasing Decisions: A Systematic Literature Review

Khoirun Nisa Bahri; Ahmad Johan; Vanessa Gaffar

doi:10.61987/jemr.v5i4.2731

Authors

Khoirun Nisa Bahri Universitas ‘Aisyiyah Bandung
Ahmad Johan Universitas Langlang Buana
Vanessa Gaffar Universitas Pendidikan Indonesia

DOI:

https://doi.org/10.61987/jemr.v5i4.2731

Keywords:

Personal Branding, Purchasing Decisions, Digital Marketing

Abstract

This study aims to examine the role of personal branding in influencing consumer purchasing decisions in the digital business environment. The research employs a systematic literature review (SLR) by analyzing relevant scholarly publications on personal branding and consumer purchasing behavior. The reviewed literature was selected based on predefined inclusion and exclusion criteria to ensure the relevance and quality of the findings. The results indicate that personal branding has a significant positive influence on purchasing decisions by enhancing credibility, trust, perceived value, and consumer engagement. Strong personal branding also increases consumers' confidence in products and strengthens purchase intentions across digital platforms. Furthermore, the findings suggest that personal branding has evolved into an essential competency for professionals, entrepreneurs, and business practitioners seeking to improve market competitiveness and establish long-term relationships with consumers. The study implies that organizations and individuals should strategically develop authentic and consistent personal branding to enhance consumer trust and support sustainable business performance in the digital era.

References

Alsaffarini, E., & Awwad, B. (2026). Artificial Intelligence in Sustainable Marketing: How AI Personalization Impacts Consumer Purchase Decisions. Sustainability, 18(2), 1123. https://doi.org/10.3390/su18021123

Amelia, R. S., Johan, A., & Sadikin, T. (2026). The Influence of Lifestyle and Perceived Ease of Use of Shopee PayLater on Consumer Purchase Decisions. Journal of Educational Management Research, 5(4), 3460–3477.

Bahri, K. N., & Komaladewi, R. (2023). The Influence of Instagram, Brand Image, and Price on Online Purchase Decisions. Asia Pacific Journal of Management and Education (APJME), 6(1), 79–93. https://doi.org/10.32535/apjme.v6i1.1654

Chen, Y., Qin, Z., Yan, Y., & Huang, Y. (2024). The Power of Influencers: How Does Influencer Marketing Shape Consumers’ Purchase Intentions? Sustainability, 16(13), 5471. https://doi.org/10.3390/su16135471

Clark, P., Chapleo, C., & Suomi, K. (2020). Branding Higher Education: An Exploration of the Role of Internal Branding on Middle Management in a University Rebrand. Tertiary Education and Management, 26, 131–149. https://doi.org/10.1007/s11233-019-09054-9

Córdova, F. M., Cifuentes, F., Castro, C., & Hinostroza, C. (2022). Analysis of the Purchasing Decision-Making Process in E-Commerce Using SED Method from Neuromarketing. Procedia Computer Science, 214, 704–711. https://doi.org/10.1016/j.procs.2022.11.232

Guo, W., & Luo, Q. (2023). Investigating the Impact of Intelligent Personal Assistants on the Purchase Intentions of Generation Z Consumers: The Moderating Role of Brand Credibility. Journal of Retailing and Consumer Services, 73, 103353. https://doi.org/10.1016/j.jretconser.2023.103353

Halim, M. S., & Hermawan, D. (2022). The Role of Personal Branding and Customer Experience at Warung Kopi Asiang Pontianak. IJEBD (International Journal of Entrepreneurship and Business Development), 5(1), 48–55. https://doi.org/10.29138/ijebd.v5i1.1579

Hanaysha, J. R. (2022). Impact of Social Media Marketing Features on Consumer's Purchase Decision in the Fast-Food Industry: Brand Trust as a Mediator. International Journal of Information Management Data Insights, 2(2), 100102. https://doi.org/10.1016/j.jjimei.2022.100102

Huang, T.-L., & Liu, B. S. C. (2021). Augmented Reality Is Human-Like: How the Humanizing Experience Inspires Destination Brand Love. Technological Forecasting and Social Change, 170, 120853. https://doi.org/10.1016/j.techfore.2021.120853

Kosim, L., & Pasaribu, L. H. (2021). The Influence of Personal Branding in the Establishment of Social Media Influencer Credibility and the Effect on Brand Awareness and Purchase Intention. Enrichment: Journal of Management, 12(1), 816–825.

Marin, G. D., & Nilă, C. (2021). Branding in Social Media: Using LinkedIn in Personal Brand Communication—A Study on Communications/Marketing and Recruitment/Human Resources Specialists Perception. Social Sciences & Humanities Open, 4(1), 100174. https://doi.org/10.1016/j.ssaho.2021.100174

Mayrhofer, M., Matthes, J., Einwiller, S., & Naderer, B. (2020). User Generated Content Presenting Brands on Social Media Increases Young Adults' Purchase Intention. International Journal of Advertising, 39(1), 166–186. https://doi.org/10.1080/02650487.2019.1596447

Md Saad, N. H., & Yaacob, Z. (2021). Building a Personal Brand as a CEO: A Case Study of Vivy Yusof, the Cofounder of FashionValet and the dUCk Group. SAGE Open, 11(3), 21582440211030270. https://doi.org/10.1177/21582440211030274

Mei, X. Y., Brataas, A., & Stothers, R. A. (2022). To Engage or Not: How Does Concern for Personal Brand Impact Consumers' Social Media Engagement Behaviour (SMEB)? Journal of Strategic Marketing, 1–14. https://doi.org/10.1080/0965254X.2022.2127854

Naheen, F., & Elsharnouby, T. H. (2021). You Are What You Communicate: On the Relationships Among University Brand Personality, Identification, Student Participation, and Citizenship Behaviour. Journal of Marketing for Higher Education, 1–22. https://doi.org/10.1080/08841241.2021.1992814

Ningsih, N. R., & Vania, A. (2022). The Influence of Brand Image and Personal Branding on the Purchase Decision of Menantea Products in the City of Malang, East Java. Enrichment: Journal of Management, 12(4), 3274–3280.

Omar, R. (2020). Shava Sofy-Personal Branding on Instagram [Unpublished manuscript/Publication details not specified].

Penttinen, V., Ciuchita, R., & Čaić, M. (2022). YouTube It Before You Buy It: The Role of Parasocial Interaction in Consumer-to-Consumer Video Reviews. Journal of Interactive Marketing, 57(4), 561–582. https://doi.org/10.1177/10949968221102825

Petcharat, T., & Leelasantitham, A. (2021). A Retentive Consumer Behavior Assessment Model of the Online Purchase Decision-Making Process. Heliyon, 7(10), e08169. https://doi.org/10.1016/j.heliyon.2021.e08169

Peters, T. (2021). Decide What You Want to Be Known for and Who You Wish to Serve. In How to Win Client Business When You Don't Know Where to Start: A Rainmaking Guide for Consulting and Professional Services (p. 45). [Publisher not specified].

Shukla, P., Singh, J., & Wang, W. (2022). The Influence of Creative Packaging Design on Customer Motivation to Process and Purchase Decisions. Journal of Business Research, 147, 338–347. https://doi.org/10.1016/j.jbusres.2022.04.026

Staniewski, M., & Awruk, K. (2022). The Influence of Instagram on Mental Well-Being and Purchasing Decisions in a Pandemic. Technological Forecasting and Social Change, 174, 121287. https://doi.org/10.1016/j.techfore.2021.121287

Theocharis, D., & Tsekouropoulos, G. (2025). Sustainable Consumption and Branding for Gen Z: How Brand Dimensions Influence Consumer Behavior and Adoption of Newly Launched Technological Products. Sustainability, 17(9), 4124. https://doi.org/10.3390/su17094124

Vrtana, D., & Križanová, A. (2023). The Power of Emotional Advertising Appeals: Examining Their Influence on Consumer Purchasing Behavior and Brand–Customer Relationship. Sustainability, 15(18), 13337. https://doi.org/10.3390/su151813337

Wang, W., Chen, Z., & Kuang, J. (2025). Artificial Intelligence-Driven Recommendations and Functional Food Purchases: Understanding Consumer Decision-Making. Foods, 14(6), 976. https://doi.org/10.3390/foods14060976

Zhang, T., Yan, X., Wang, W. Y. C., & Chen, Q. (2021). Unveiling Physicians' Personal Branding Strategies in Online Healthcare Service Platforms. Technological Forecasting and Social Change, 171, 120964. https://doi.org/10.1016/j.techfore.2021.120964

Zwicker, S., Tarabashkina, L., Proksch, M., & Hardiman, M. (2023). How Micro-Influencers' Personality Influences the Personality of Novice and Established Brands. Australasian Marketing Journal, 14413582231153192. https://doi.org/10.1177/14413582231153191