Exploring cultural norms in fashion influencer personal branding strategies shared values across Finland and the UAE

Abstract

This study researches how fashion influencers in Finland and the United Arab Emirates develop their own branding strategies in response to cultural conventions. The study looks at how belief systems, values, ethics, and interpersonal communication affect cultural alignment, authenticity, and adaptation. Using ten semi structured interviews with fashion influencers from both countries, supported by a literature review, the findings show that influencers build their branding based on what their audience sees as respectful, trustworthy, and appropriate. The study shows that personal branding is shaped by local expectations but also guided by shared values that appear across both cultural contexts.