Entrepreneurial Branding, Psychology, and Social Media-Driven Market Sustainability

The growing dominance of social media has reshaped how entrepreneurs construct brands, engage audiences, and sustain market presence. This study examines the intersection of entrepreneurial branding and psychological processes in driving market sustainability through social media platforms. Drawing on perspectives on identity formation and psychological branding, the paper explores how entrepreneurs strategically present personal and business identities to build trust, emotional connection, and long-term consumer relationships. The study highlights the role of psychological factors, including authenticity, self-presentation, and perceived credibility, in enhancing audience engagement and reinforcing brand resilience. Using a conceptual and empirical approach, the findings demonstrate that social media–driven branding is not merely a promotional activity but a strategic mechanism that supports adaptability, competitiveness, and sustainability in dynamic digital markets. The study contributes to entrepreneurship and digital marketing literature by integrating psychological branding with social media strategy, offering insights for entrepreneurs seeking sustainable growth in platform-based economies.