The Impact of Streamers’ Personal Branding on Gen Z Fans’ Consumer Behavior: An Analysis of Identity Projection and Mimicry Effects

Abstract

The rapid rise of streamers as digital influencers has transformed consumer behavior, particularly among Gen Z audiences, who engage with online personalities in highly interactive ways. This study examines how streamers’ personal branding influences the purchasing habits and identity formation of their fans, with a focus on identity projection and mimicry effects. The research explores the psychological mechanisms behind fan attachment, the economic impact of streamer-driven marketing, and the ethical considerations surrounding digital influence. Findings indicate that streamers’ authenticity, community engagement, and parasocial relationships significantly shape consumer decisions, leading to increased spending on fashion, gaming accessories, and lifestyle products. Additionally, the study highlights concerns about over-identification, loss of individuality, and commercialization of personal branding, emphasizing the need for ethical marketing practices. With the streaming industry continuing to expand, the paper concludes with insights into future trends, digital identity evolution, and research opportunities related to the long-term effects of streamer-driven consumer culture.