The impact of a journalist's professional brand on media audience loyalty

this article explores the impact of a journalist’s professional brand on media audience loyalty. The study focuses on Russian journalist Pavel Zarubin as a case of successful personal branding. The author examines audience engagement metrics, content structure, social media strategies, and applies theoretical models, including Jennifer Aaker’s brand identity framework. Findings demonstrate that a journalist’s personal brand plays a pivotal role in attracting and maintaining audience attention, especially in an era of personalized media consumption. The results highlight a strong correlation between the strength of a journalist’s brand and the audience’s trust, engagement, and platform loyalty.

professional brand, journalism, audience loyalty, brand identity, personification, social media, media, positioning