Career Development of a Model through Social Media

Anastasia Dmitrievna Domushkina
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Anastasia Dmitrievna Domushkina: Modeling/Influencer, Los Angeles, USA

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Abstract: The article reconsiders the career trajectory of a model in the era of the hegemony of social platforms: the focus shifts from the classical dependence on agencies to the autonomous logic of digital entrepreneurship. The aim of the study is to conceptualize and empirically verify the multistage career development of the contemporary model through the theoretical frameworks of personal branding and the digital economy. Methodologically, the work relies on a systematic review of academic publications and industry reports, complemented by an in-depth case study demonstrating the author's social media promotion strategy. The findings indicate that the central resource is the personal brand, purposefully constructed through the management of visual content and the narrative practices of storytelling. The case analysis confirms the effectiveness of the approach: a more than twofold increase in reach and a 150% rise in engagement were recorded. In conclusion, it is argued that a successful model-influencer career constitutes a form of digital entrepreneurship that requires an updated set of competencies and is simultaneously associated with psychological, legal, and ethical risks. The study is addressed to aspiring models, marketing professionals in the fashion industry, as well as researchers of digital media and the creative industries.

Keywords: digital entrepreneurship; storytelling; content strategy; creator economy; Instagram; social media; modeling industry; digital transformation; influencer marketing; personal branding (search for similar items in EconPapers)
Date: 2025-10-22
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Published in European Journal of Management, Economics and Business, 2025, 2 (5), pp.197-207. ⟨10.59324/ejmeb.2025.2(5).15⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05776183

DOI: 10.59324/ejmeb.2025.2(5).15

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