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• The Leader as Influencer

  132-140

  Krisztián Csák

  Csilla Dr. Juhász

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  The rise of social media has fundamentally transformed the tools for building and maintaining personal and corporate brands. Leaders today are not only responsible for achieving organizational goals but have also become key figures in shaping their company's credibility and public perception. Leadership personal branding and the emergence of leaders as influencers show a strong connection to the long-term success and competitiveness of organizations. This study analyzes the role of leaders as influencers, with a particular focus on how they utilize the opportunities provided by social media to consciously build their personal brands. The role of influencers in fostering authentic and personal connections, as well as influencing consumer decisions, is highlighted, especially in the case of leaders with medium to large followings.
  A leader's presence on social media can strengthen corporate image, foster brand loyalty, and deepen consumer engagement. Based on relevant literature and case studies, the research explores how leaders' digital skills and social media strategies contribute to the success of personal branding and how this, in turn, impacts the organization's image. The study places special emphasis on the relevance of influencer marketing, which today serves not only as a promotional tool but also as a key element of consumer relations and organizational communication.