Personal branding of lead actors in drama series in the digital age

Abstract

This article aims to explore the concepts and processes of personal branding among lead actors in drama series in the digital age. The entertainment industry has undergone a transformation from a one-way communication system through traditional television to a two-way communication environment facilitated by popular streaming platforms such as WeTV, iQIYI, VIU, YOUKU, MOMOMAX, TrueID, Netflix, Disney+ Hotstar, and YouTube. This shift enables actors to create, manage, and communicate their personal image directly to audiences. This study is based on a synthesis of relevant literature and research on personal branding. The findings indicate that personal branding consists of several key elements, including uniqueness, identity, and image construction, as well as public communication, sponsorship support, fan engagement, and a social environment that facilitates public acceptance. Personal branding among actors is therefore shaped by both marketing strategies and the development of relationships between actors and audiences. The synthesis further suggests that successful personal branding among lead actors in the digital age depends on establishing a distinctive identity, maintaining consistent communication, and sustaining a coherent public image over time. These factors contribute significantly to audience acceptance, popularity, and the long-term sustainability of personal branding within the digital entertainment industry.