Parallax Self-Branding: A Conceptual Model for Multi-Dimensional Identity Marketing in Influencer Branding

Abstract

In today’s complex social media platforms, every person and their identity manifest in varying forms and layers which is important for brands to recognize and cate through social media marketing when they opt for influencer marketing. Every interaction online is unique and each message needs to have a specific message. But traditional branding, rather influencer marketing fails to address these multifaceted identities of their target audience and fail to connect at a deeper lever and be part of their customers’ being “self”. The current strategies and way to performing influencer marketing is mass and generic remaining only to the surface of the audience mind. To address this, this paper proposes a model for Parallax Marketing, what the current social media and influencer marketing needs in current time. This model advocated that the current social media audience have and love hearing to multi-layer of personalities not just hence brands needs to show through influencer marketing not just aspirational side, but also other distinct layers of personality such as social self, individual self to form deeper psychological connection with the audience. This model proposes that brands can leverage the AI analytical capabilities to analyse and cater to different layers of consumer identities ultimately fostering stronger brand attachment.