<![CDATA[This study is motivated by the limited understanding of the systematic application of rhetorical strategies in digital marketing content to build brand image. In addition, there is still a gap in explaining how rhetorical strategies influence consumer behavior on social media. This study aims to analyze the use of rhetorical strategies in the digital content of the @scarlett_whitening account as an effort to build brand image and persuade consumers. This research employs a qualitative approach with a literature review design. The research subjects consist of ten scientific journal articles relevant to the topics of rhetoric, digital marketing, influencers, and persuasive communication. Data were collected through document analysis using a content analysis sheet based on rhetorical indicators (ethos, pathos, and logos) as the research instrument. Data analysis was conducted using a descriptive-analytical method to identify and categorize dominant rhetorical elements. The results show that rhetorical strategies are consistently applied through the use of communicative language, aesthetic visuals, narratives, and emotional approaches that enhance brand image and consumer engagement. The conclusion of this study confirms that rhetorical strategies play a significant role in improving the effectiveness of digital marketing communication and influencing consumer behavior. The implications of this study suggest that companies need to systematically integrate rhetorical strategies into digital content to strengthen long-term relationships with consumers.]]>
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