The Personal Branding on Instagram as a Strategic Tool for Entrepreneurial Sustainability

Personal branding on Instagram has emerged as a strategic mechanism through which entrepreneurs can strengthen visibility, credibility, and long-term business viability in digitally mediated markets. This study examines how deliberate personal branding practices on Instagram contribute to entrepreneurial sustainability by fostering audience trust, enhancing relational capital, and supporting adaptive value creation. Drawing on concepts from entrepreneurship, digital marketing, and social capital theory, the paper analyzes key branding dimensions such as authenticity, narrative consistency, visual identity, and interactive engagement. The discussion highlights how these dimensions influence customer loyalty, opportunity recognition, and resilience in competitive environments. Particular attention is given to the role of platform affordances, including algorithmic visibility, content formats, and analytics, in shaping sustainable branding outcomes. The study argues that personal branding on Instagram extends beyond short-term promotional activity, functioning instead as a strategic asset that enables entrepreneurs to align personal values with business goals while responding to evolving market dynamics. By synthesizing existing literature and contemporary practices, this paper provides a conceptual foundation for understanding Instagram-based personal branding as a driver of sustainable entrepreneurial growth and offers implications for both practitioners and future empirical research.