Title: Algorithmic identities and cross-cultural personal branding: Analyzing the global visibility of Vietnamese independent artists on social media
Authors: Quan Nguyen Van, Anh Nguyen Trang Nhat
Volume: 9
Issue: 9
Pages: 67-77
Publication Date: 2025/09/28
Abstract:
In the global digital media landscape, independent artists face the challenge of building a cross-cultural personal brand in an algorithm-driven social media environment. Understanding and adapting to algorithmic identity becomes key to increasing international visibility and engagement. However, research in this area to identify the components involved in algorithmic identity and their impact on audience engagement remains significant gaps. The study aimed to explore how customized content format, characterized personal theme and personal interaction frequency through algorithmic identity influence audience engagement and cross-cultural branding effectiveness, and to clarify the mediating role of engagement in an algorithmic platform environment in the context of independent artists in Vietnam. Based on the Folk Theories of Algorithms and Engagement Theory, the authors used the quantitative research method through a survey of 321 audience across various demographic characteristics. The findings reveal that all three factors including customized content format, characterized personal theme and personal interaction frequency positively influenced audience engagement, but only the first two had an indirect impact on cross-cultural branding effectiveness through audience engagement. The research shows that independent artists need to design algorithm-friendly content, maintain consistent personal themes, and engage strategically to increase cross-cultural brand engagement and effectiveness, as success in the digital environment requires a combination of artistic creativity and understanding of platform behavior.