Queens of the Digital Realm: Unveiling of Female Social Media through Personal Branding Analysis
DOI:
https://doi.org/10.24090/komunika.v18i1.9353Keywords:
Personal Branding, Influencer, Social Media, Instagram Features, InstagramAbstract
Personal branding is a crucial aspect of communication, particularly in social media. Someone who can influence others, usually referred to as an influencer, must have positive personal branding from the public perspective. An influencer can come from various industries besides entertainment, including politics and lifestyle. The research was conducted to examine personal branding as displayed by Maria Rahajeng and Tsamara Amany through their Instagram personal account, @tsamaradki, and @mariarahajeng, and to describe the alignment of their personal branding with the eight main concepts of Montoya's concepts. This study employed a postpositivist qualitative research methodology that focused on the personal branding phenomenon formed by the two influencers. This study uses eight main concepts of personal branding Montoya in analyzing content posted by the two influencers. Data was gathered from the influencer’s accounts through feeds, Instagram stories, reels, and comment features. Research results show that the personal branding displayed by Maria Rahajeng and Tsamara Amany differs according to the context of their work, where the two influencers show their respective advantages. Both influencers possess contrasting abilities in various aspects of Montoya’s eight main concepts in personal branding, setting them apart from one another.Downloads
References
Abdussamad, H. Z. (2021). Metode Penelitian Kualitatif (1st ed.). Syakir Media Press. DOI: https://doi.org/10.31219/osf.io/juwxn
Afriluyanto, T. R. (2018). Fenomena Remaja Menggunakan Media Sosial dalam Membentuk Identitas. KOMUNIKA: Jurnal Dakwah Dan Komunikasi, 11(2), 184–197. https://doi.org/10.24090/komunika.v11i2.1365 DOI: https://doi.org/10.24090/komunika.v11i2.1365
Anjani, S., & Irwansyah, I. (2020). Peranan Influencer Dalam Mengkomunikasikan Pesan Di Media Sosial Instagram [The Role Of Social Media Influencers In Communicating Messages Using Instagram]. Polyglot: Jurnal Ilmiah, 16(2), 203. https://doi.org/10.19166/pji.v16i2.1929 DOI: https://doi.org/10.19166/pji.v16i2.1929
Bisri Mustofa, M., Shiddiq, F., Miftakhudin, K., Rahmawati, H., & Wuryani, S. (2022). Utilization of Social Media in Building Personal Branding for Career Women in the Society 5.0 Era. Komunika: Jurnal Dakwah Dan Komunikasi, 16(1), 2548–9496. https://doi.org/10.24090.komunika.v16i1.6479
Blyth, D. L., Jarrahi, M. H., Lutz, C., & Newlands, G. (2022). Self-branding strategies of online freelancers on Upwork. New Media & Society, 146144482211089. https://doi.org/10.1177/14614448221108960 DOI: https://doi.org/10.1177/14614448221108960
Firmansyah, N. (2022, March 10). Top 20 Influencer Millenial di Indonesia. Stargate.
Hsieh, H.-F., & Shannon, S. E. (2005). Three Approaches to Qualitative Content Analysis. Qualitative Health Research, 15(9), 1277–1288. https://doi.org/10.1177/1049732305276687 DOI: https://doi.org/10.1177/1049732305276687
Johnson, C. (2019). Platform : The Art and Science of Personal Branding (Vol. 5). Lorena Jones Book.
Joshi, Y., Lim, W. M., Jagani, K., & Kumar, S. (2023). Social media influencer marketing: foundations, trends, and ways forward. Electronic Commerce Research. https://doi.org/10.1007/s10660-023-09719-z DOI: https://doi.org/10.1007/s10660-023-09719-z
Kay, S., Mulcahy, R., & Parkinson, J. (2020). When less is more: the impact of macro and micro social media influencers’ disclosure. Journal of Marketing Management, 36(3–4), 248–278. https://doi.org/10.1080/0267257X.2020.1718740 DOI: https://doi.org/10.1080/0267257X.2020.1718740
Maria Rahajeng (@mariarahajeng) • Instagram photos and videos. (n.d.). Retrieved November 2, 2022, from https://www.instagram.com/mariarahajeng/
Naab, T. K., & Sehl, A. (2017). Studies of user-generated content: A systematic review. Journalism, 18(10), 1256–1273. https://doi.org/10.1177/1464884916673557 DOI: https://doi.org/10.1177/1464884916673557
Pengguna Instagram di Indonesia Bertambah 3,9 Juta pada Kuartal IV-2021. (n.d.). Retrieved November 2, 2022, from https://databoks.katadata.co.id/datapublish/2022/01/10/pengguna-instagram-di-indonesia-bertambah-39-juta-pada-kuartal-iv-2021
Pengguna Media Sosial di Indonesia Mencapai 170 Juta. (n.d.). Retrieved November 2, 2022, from https://dataindonesia.id/digital/detail/pengguna-media-sosial-di-indonesia-mencapai-170-juta
Riedl, M. J., Lukito, J., & Woolley, S. C. (2023). Political Influencers on Social Media: An Introduction. Social Media + Society, 9(2), 205630512311779. https://doi.org/10.1177/20563051231177938 DOI: https://doi.org/10.1177/20563051231177938
Seong-Yoon Shin, Gwanghyun Jo, & Guangxing Wang. (2023). A Novel Method for Fashion Clothing Image Classification Based on Deep Learning. Journal of Information and Communication Technology, 22(1), 127–148. https://doi.org/10.32890/jict2023.22.1.6 DOI: https://doi.org/10.32890/jict2023.22.1.6
Sugiharto, S. A., & Ramadhana, M. R. (2018). Pengaruh Kredibilitas Influencer Terhadap Sikap Pada Merek (Studi pada Mahasiswa Fakultas Komunikasi dan Bisnis Universitas Telkom). Jurnal Ilmu Politik Dan Komunikasi, 8. DOI: https://doi.org/10.34010/jipsi.v8i2.1333
Tsamara Amany Alatas (@tsamaradki) • Instagram photos and videos. (n.d.). Retrieved November 2, 2022, from https://www.instagram.com/tsamaradki/
Uno, H. B. (2020). Paradigma Penelitian.
Wei, H., & Watson, J. (2019). Healthcare interprofessional team members’ perspectives on human caring: A directed content analysis study. International Journal of Nursing Sciences, 6(1), 17–23. https://doi.org/10.1016/j.ijnss.2018.12.001 DOI: https://doi.org/10.1016/j.ijnss.2018.12.001
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Nabila Putri Darsono, Niken Febrina Ernungtyas
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
