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Fahmi Al-Zyoud, Mohammad. "Social media marketing, functional branding strategy and intentional branding." Problems and Perspectives in Management 16, no. 3 (July 20, 2018): 102–16. http://dx.doi.org/10.21511/ppm.16(3).2018.09.
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It has been suggested that social media marketing may be inclined more towards functional branding than intentional branding. The present study empirically examined the relationship between social media marketing strategies, intentional branding and functional branding with a view to determining where social media marketing strategies are more strongly inclined towards intentional than functional branding. Quantitative data were collected from 133 participants from Jordan marketing departments using questionnaires and analyzed using SPSS. The results of the study confirmed the relationship between social media marketing strategies. However, results showed that social media marketing strategies are more strongly inclined towards intentional branding than functional branding suggesting that social media marketing strategies are oriented towards intentional branding. The study recommends examining the idea of intentional branding and its role in controlling the image of the brand among customers.
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Maresova, Petra, Jan Hruska, and Kamil Kuca. "Social Media University Branding." Education Sciences 10, no. 3 (March 16, 2020): 74. http://dx.doi.org/10.3390/educsci10030074.
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Globalization has increased the demands placed on higher education and increased competition among universities. In response, institutions of higher education have started to consider their online presence as a potential competitive advantage. The aim of this article is to analyze and compare Facebook activity and content created by the world’s top ten universities. The professional social media analytics tool Socialbakers is used to monitor activity and collect data for analysis. The world’s top ten universities are determined based on the Quacquarelli Symonds (QS) University Rankings. The study results are divided into four categories: an analysis of the number of fans, of content, of style, and of post promotion. All of the studied universities upload a post at least once per day. Based on the study results, selected posts could be examples of best practice and serve to inspire other educational institutions to improve their brand image and communication on social networks. Social media provide a large amount of detailed data concerning the behavior of students and other stakeholders and on the effectiveness of promotional campaigns. To use social media effectively, it is necessary to collect the available data and evaluate them to gain insight on which to base an appropriate social media strategy
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Kohli, Chiranjeev, Rajneesh Suri, and Anuj Kapoor. "Will social media kill branding?" Business Horizons 58, no. 1 (January 2015): 35–44. http://dx.doi.org/10.1016/j.bushor.2014.08.004.
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Junge, Ralf. "Employer Branding mithilfe von Social Media." Wirtschaftsinformatik & Management 5, no. 5 (May 2013): 32–41. http://dx.doi.org/10.1365/s35764-013-0342-z.
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Mukul, Kumar, and Urmila Jagadeeswari Itam. "Leveraging Social Media to Build Online Social Capital and Employer Brand." NHRD Network Journal 16, no. 3 (July 2023): 292–302. http://dx.doi.org/10.1177/26314541231170445.
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Organisations increasingly use virtual means to connect with stakeholders to project an employer image among job seekers. Social media-based networking and employer branding strategies to attract and retain talent are effective strategies in the post-COVID scenario. A proper context exists to explore networking activities’ role in building solid social media capital and how this contributes to employer branding efforts. The present study explains how social media activities affect social media capital generation and employer branding. Second, the research examines how social media activities by organisations may help them leverage online social capital resources to create a strong employer brand. Extant literature illustrates how social media has increased the reach and scope for meaningful networking and greater possibilities of reaching out to potential employees through employer branding initiatives. Innovative social media tools for messaging and communicating, such as hashtags, tweeting, pinning, posting, likes and sharing, have made the outcomes more tangible, measurable and reliable. This facilitates effective social capital management to generate an employer’s reputation and a superior employer brand.
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Lestari, Arsiyanti, and Siswantini Siswantini. "Social Media Branding Strategy in StartUp Business." Journal of Secretary and Business Administration 3, no. 1 (February 12, 2019): 1. http://dx.doi.org/10.31104/jsab.v3i1.72.
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Social media is an important tool in developing digital business. Therefore, it must be owned and utilized by every novice entrepreneur known as StartUp. There are so many things that can be employed through social media, including branding. The intense competition among startup entrepreneurs, who are fighting for sharing market in Jakarta, triggers to implement social media branding strategy. PickPack employs social media as one of marketing and communication channels to be able to create an engagement and brand awareness achievement. In branding, for example, if there is an accumulation of positive comments from certain brand users, it will not only increase brand awareness, but also raises the sales. Starting the process as startup business, it is necessary to build engagement with consumers. Thus, this study tries to examine what business strategies applied by startup business. Qualitative methodologies with a single case study method and reduction data analysis techniques were used in this study. Research located in PickPack Jakarta to analyze the strategy of social media branding. The results show that, first, processing social media branding must be in accordance with its role and selection of appropriate social networks thus increasing brand awareness. In using social media branding, the PickPack need to consider the interesting content that can be viral (widespread), so that brand awareness can be skyrocketed. Second, the message conveyed through the brand must be easily remembered by consumers. The message delivered must be different from other products and must have a relationship between brand and product category. Using taglines and interesting hashtag that help consumers easily search in internet making consumers keep PickPack brand in their mind. This means brand awareness can be strengthened by using a portent that fits the product category, and brand on social media branding. Doing repetition of the messages in same meaning with different contents can increase the memory of the brand and brand awareness going up.
Keywords: brand, brand awareness, social media, social media branding, strategy
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Dewi, Kemala, I. Gusti Kade Heryadi Angligan, and I. Made Ngurah Oka Mahardika. "STRATEGI MENINGKATKAN PERAN MEDIA SOSIAL DALAM MEMBRANDING DESTINASI WISATA SEBAGAI MEDIA PEMASARAN." Waisya : Jurnal Ekonomi Hindu 2, no. 1 (April 28, 2023): 1–11. http://dx.doi.org/10.53977/jw.v2i1.923.
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Branding is an important factor in building the image of a tourism destination as a marketing strategy. Therefore, this study aims to analyze the branding of tourism destinations using social media, which plays a very important role in branding tourism destinations. Social media can be used to introduce sustainable tourism practices as a unique green destination.
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Sukaemi, Linda Handayani, Isam Samsul Muharam, and Hanipah Fahirah Kamilah. "Copywriting for Teenagers’ Personal Branding on Social Media." Dinamisia : Jurnal Pengabdian Kepada Masyarakat 7, no. 2 (April 29, 2023): 433–44. http://dx.doi.org/10.31849/dinamisia.v7i2.12629.
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Artikel ini membahas hasil pengabdian kepada masyarakat mengenai pemanfaatan copywriting untuk personal branding. Peserta pelatihan ini terdiri atas 67% remaja dan 33% kalangan dewasa awal. Kegiatan pengabdian dilakukan secara daring melalui Zoom meeting sehingga peserta berasal dari berbagai daerah di Indonesia. Copy writing dalam personal branding dapat dilakukan dengan menyampaikan (a) alasan bertahan dalam sebuah konten, (b) cerita menarik, (c) argumentasi, (d) ajakan untuk mengikuti nilai atau value yang dikampanyekan. Materi copy writing untuk personal branding dapat dipraktikkan oleh peserta dalam melakukan personal proof di media sosial Instagram. Pelatihan copy writing untuk personal branding dapat mempermudah peserta dalam mengarahkan kontennya dalam menyampaikan pesan-pesan atau value yang ingin disebarkan kepada masyarakat.
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Jacobson, Jenna. "You are a brand: social media managers’ personal branding and “the future audience”." Journal of Product & Brand Management 29, no. 6 (July 3, 2020): 715–27. http://dx.doi.org/10.1108/jpbm-03-2019-2299.
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Purpose Social media management is an emerging profession that is growing as companies increasingly adopt social media. The purpose of this paper is to analyze social media managers’ personal branding. Design/methodology/approach In-depth qualitative data is drawn from 20 semi-structured interviews with social media managers and supported by three years of orienting fieldwork in Toronto, Canada. Findings Social media managers are responsible for managing and executing organizations’ brands and presence on social media and digital platforms. As lead users of social media, social media managers provide critical insight into the emerging practices of personal branding on social media. “The future audience” is introduced to describe how individuals project a curated brand for all future unknown and unanticipated audiences, which emphasizes a professional identity. Due to workplace uncertainty, social media managers embody the mentality of being “always-on-the-job-market”, which is a driver for personal branding in their attempt to gain or maintain employment. Originality/value While personal branding is largely discussed by industry professionals, there is a need for empirical research on personal branding that examines how various employee groups experience personal branding. This research fills this gap by analyzing how people working in social media brand their identity and how their personal branding is used to market themselves to gain and maintain employment. The development of “the future audience” and “always-on-the-job-market” can be used to understand other professions and experiences of personal branding.
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Nabilah, Amirah, Bhunga Aulia, and Dwi Yuniar. "Personal Branding through Da'wah on TikTok Social Media." Journal of Digital Marketing and Halal Industry 3, no. 1 (April 30, 2021): 85–94. http://dx.doi.org/10.21580/jdmhi.2021.3.1.7366.
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The COVID-19 pandemic that has hit the world requires people to stay at home, making social media the choice of people to seek entertainment or share knowledge. TikTok is one of the interesting centers for preachers to do their preaching. This study discussed Personal Branding on Husain Basyaiban @basyasman00 account through TikTok social media intending to be achieved by researchers is to find out how personal branding Husain Basyaiban through three da'wah content with the highest viewers on social media TikTok. Husain is a person with successful personal branding through the social media networking platform TikTok, where he presents content about Islamic Da'wah. Based on this, the research team was interested in analyzing how the personal branding process carried out by Husain Basyaiban through Da'wah on the social media platform TikTok. This research uses a qualitative approach with a data collection method in the form of document study, resulting in descriptive data in the form of written words from the behavior studied. The results of the research showed that Husain Basyaiban can meet 11 Criteria for Effective Authentic Personal Branding, namely Authenticity, Integrity, Consistency, Specialization, Authority, Privileges, Relevant, Perseverance, Visibility, Good Deeds, Performance.
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Tilaar, Yan Yohanes. "QUALITATIVE STUDY OF ENHANCE PERSONAL BRANDING THROUGH DIGITAL PLATFORM." Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi 10, no. 2 (April 28, 2022): 731. http://dx.doi.org/10.35794/emba.v10i2.40551.
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At this time, the development of technology is growing rapidly and digital platforms are present to meet the needs of people. One of them is social media. Social Media becomes a place for people to build their personal branding. Not only for celebrities or entrepreneurs, but personal branding is intended for anyone who wants to be known by others for what is best done. The advantage of personal branding in today's digital era is the achievement of "likes", "followers" or "subscribers" making social media from influencers a driving force for marketing and sales (James F, 2013). Therefore, this research aims to know how influential personal branding in digital platform, how to build and maintain personal branding power and how personal branding affect public awareness which is able to increase economic value. This research is a descriptive qualitative research type. The results found in this research are 1)Increasing personal branding through social media as a digital platform in line with the increase in the number of followers, likes and comments, 2)Similarity factors (hobbies, tastes or regions of origin) and admiration for influencers are factors that connect influencers and followers, 3)Building personal branding starts with sharing interesting activities, stories and experiences through social media, 4)To maintain the personal branding power, namely by active communication and interaction on social media and by developing content and personal character, 5)Enhance personal branding through social media can attract the attention of business actors or brand owners to market their businesses/products/services/brands through social media owned by influencers.
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Wetsch, Lyle R. "A Personal Branding Assignment Using Social Media." Journal of Advertising Education 16, no. 1 (May 2012): 30–36. http://dx.doi.org/10.1177/109804821201600106.
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Christou, Evangelos. "Branding Social Media in the Travel Industry." Procedia - Social and Behavioral Sciences 175 (February 2015): 607–14. http://dx.doi.org/10.1016/j.sbspro.2015.01.1244.
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Yan, Jack. "Social media in branding: Fulfilling a need." Journal of Brand Management 18, no. 9 (April 15, 2011): 688–96. http://dx.doi.org/10.1057/bm.2011.19.
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Putri, S. O., and A. Fathurrahman. "Supporting Entrepreneurship through Social Media." Proceeding of International Conference on Business, Economics, Social Sciences, and Humanities 1 (December 1, 2020): 223–27. http://dx.doi.org/10.34010/icobest.v1i.39.
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The purpose of this study is to look at the effects of social media feeds that are used to support business. To support the research, the author used a descriptive method by examining several Instagram accounts in the business of photo and video documentation viewed from their Instagram feeds. The results of the study showed that a good, interesting and creative Instagram feed would give its own branding to the Instagram account or business, and it could also attract potential new customers. From these results, the authors found that an interesting and creative Instagram feed would provide branding and had its own character, while also being able to persuade consumers. This was because manufacturing interesting and creative feeds could make consumers more interested in the services we offer. Evidently, this was very influential on the development of the business that we make.
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Kadafi, Abdul Rahman, Indah Purnamasari, and Tuslaela Tuslaela. "MEMBANGUN BRANDING ORGANISASI KARANG TARUNA MELALUI SOSIAL MEDIA." Jurnal AbdiMas Nusa Mandiri 4, no. 2 (October 3, 2022): 32–37. http://dx.doi.org/10.33480/abdimas.v4i01.3029.
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The rapid development of technology and information in recent years has made the internet a communication tool that is widely used by the community. In the current pandemic period, where there are social restrictions, social media as a digital means, its presence is very important for all circles of society where one of the benefits of social media is as a promotional/branding media including for promotion of organizations, for example by making posts about activities related to social media. positive activities carried out by the organization on social media. Branding is an effort to promote something by forming a self-image so that it gains the trust of the general public. Karang Taruna is a forum for fostering and developing as well as empowering in an effort to develop productive activities by utilizing all the potential available in the environment, both human resources and natural resources that already exist and the use of the internet as one of its social activities. The Karang Taruna 07 management wanted to build organizational branding, but due to lack of knowledge about the importance of building organizational branding and did not know how to make organizational branding so that the Karang Taruna 07 management did not yet have the Karang Taruna 07 organizational branding. administrators and members of the youth organization about organizational branding and how to manage social media to improve the organization's image. In connection with the Covid19 pandemic, the community service program on "Utilization of Social Media for Branding of Youth Organizations RW 07 Kwitang Village" in the form of lectures, discussions and questions and answers and practicums was carried out using online media. From the implementation of this training, it is expected to increase the knowledge and abilities of the participants on how to use social media to build positive organizational branding so that they can support youth activities.
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Fellanny, Putri, and Sinta Paramita. "Analisis Digital Branding pada Media Sosial Akun Instagram." Prologia 7, no. 1 (March 29, 2023): 189–97. http://dx.doi.org/10.24912/pr.v7i1.21303.
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Companies need to do branding in order to be widely known by the public. Branding is an activity to introduce a product or service by showing its strong potential. Social media is becoming a very effective tool in branding. Digital branding can be done through various social media platforms. Social media that is currently very effective is Instagram. Gentle Monster is an eyewear brand from South Korea that made Jennie Blackpink its Brand Ambassador. The purpose of this study is to find out the analysis of social media, especially Instagram @jennierubyjane and #jentlegarden as a basis for digital branding. The concepts and theories used in this research are Digital branding, social media, Instagram and marketing communication theory. In collecting data, researchers conducted observations, in-depth interviews, documentation, and literature studies. The results of the study show that Jennie has good engagement on Instagram in terms of likes, comments, lots of followers, and good follower activity. Perusahaan perlu melakukan branding pada agar dikenal luas oleh khalayak. Branding merupakan aktivitas untuk memperkenalkan produk atau jasa dengan memperlihatkan potensi kuat yang dimiliki. Media sosial menjadi alat yang sangat efektif dalam branding. Digital branding dapat dilakukan melalui berbagai platform media sosial. Media sosial yang saat ini sangat efektif adalah Instagram. Gentle Monster merupakan brand kacamata asal Korea Selatan yang menjadikan Jennie Blackpink sebagai Brand Ambassador. Tujuan dari penelitian ini adalah untuk mengetahui analisis media sosial khususnya Instagram @jennierubyjane dan #jentlegarden sebagai basis digital branding. Konsep dan teori yang digunakan dalam penelitian adalah Digital branding, media sosial, Instagram dan teori komunikasi pemasaran. Dalam pengumpulan data, peneliti melakukan observasi, wawancara mendalam, dokumentasi, dan studi kepustakaan. Hasil penelitian menunjukkan, Jennie memiliki engagement yang baik di Instagram dari segi likes, comment, pengikut yang banyak, dan keaktifan pengikut yang baik.
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Putri, Dyah Mentari, Guntur Freddy Prisanto, Niken Febrina Ernungtyas, and Sekartaji Anisa Putri. "Personal Branding Politikus Melalui Media Sosial." Ganaya : Jurnal Ilmu Sosial dan Humaniora 5, no. 2 (June 2, 2022): 195–207. http://dx.doi.org/10.37329/ganaya.v5i2.1473.
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Self-branding as a display for politicians is important. However, it is rarely found that the display is just a display. The eight laws of personal branding can help us dissect how politicians look from their performance and qualities in the real world. In the world of communication that has been visited by social media and digital technology, media literacy is important. How political actors carry out personal branding through social media we need to know and dig deeper. Through this research, there is an objective to explore how political actor Edhie Baskoro Yudhoyono (EBY) carries out personal branding through social media. And aims to find out how followers perceive the value of personal branding that is carried. The research method used in this research is descriptive qualitative. It was carried out by conducting in-depth interviews with five informants. Two informants are part of the EBY winning team. The other three informants are followers of EBY's social media account. The findings from the interview were explored through three stages of qualitative coding. These are open coding, axial coding, and selective coding. The results and conclusions from the research data found that EBY's personal branding fulfills eight personal branding laws. These are the law of specialization, the law of leadership, the law of personality, the law of distinctiveness, the law of visibility, the law of unity, the law of persistence, and the law of goodwill. Regarding followers' perceptions of the value of EBY's personal branding, each follower perceives according to their own views and interests. However, the personal branding value perceived by followers is in accordance with the values constructed by EBY and the team.
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Serbetcioglu, Cemre, and Aysu Göçer. "Examining social media branding profiles of logistics service providers." Journal of Business & Industrial Marketing 35, no. 12 (April 27, 2020): 2023–38. http://dx.doi.org/10.1108/jbim-09-2019-0399.
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Purpose The purpose of this paper is to examine the social media profiles of logistics service providers, and understand how they use social media for elevating their services and differentiating their brands across industrial partners. Design/methodology/approach A content analysis was conducted on 3,215 social media posts, which were gathered from the official Facebook, Twitter, Instagram and LinkedIn pages of seven logistics service providers operating in Turkey. Findings The results demonstrated that logistics service providers engage with multiple social media channels with different branding motives, and that each company has a unique social media profile. The benchmarking analysis also revealed the branding strategies commonly pursued by the companies, and also indicated the alternative themes that differentiate their brands across their competitors. Research limitations/implications The findings contribute to the literature on the utilization of social media by business-to-business companies, particularly for logistics service providers, and recommend a frame of benchmarks for practitioners in the development of more effective social media branding strategies in services context. Originality/value Studies explaining the social media engagement of business-to-business companies in service sector are lacking, and also, the services branding literature in the context of social media is rather scarce. This study investigates the social media profiles of logistics service providers and explores how they use social media for branding their services.
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Putra, Bagus Nyoman Kusuma, and Tiksnayana Vipraprastha. "PERSONAL BRANDING, SOCIAL MEDIA MARKETING, DAN WORD OF MOUTH DALAM MENINGKATKAN BUYING DECISION PADA KONSUMEN E-COMMERCE SHOPEE." Modus 34, no. 1 (January 25, 2022): 75–84. http://dx.doi.org/10.24002/modus.v34i1.5061.
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ABSTRACT In doing a good marketing effort to attract consumer purchasing decisions is to pay attention to personal branding, social media marketing and word of mouth. With the increasing number of purchasing decisions, especially those aimed at E-Commerce Shopee consumers, this study aims to find out the relationship between personal branding, social media marketing and word of mouth on purchasing decisions. This study involved 130 respondents. There are three hypotheses put forward for in-depth analysis. There are differences in previous studies, the results state that there is a relationship between personal branding, social media marketing and word of mouth on purchasing decisions. This research provides a number of implications, limitations and directions for further research. Keywords: personal branding; social media marketing; word of mouth; buying decision ABSTRAK Dalam melakukan usaha pemasaran yang baik untuk menarik buying decision konsumen adalah dengan cara memperhatikan personal branding, social media marketing dan word of mouth. Dengan semakin meningkatnya buying decision terutama yang ditujukan pada konsumen E-Commerce Shopee, penelitian ini bertujuan untuk mencari tahu hubungan personal branding, social media marketing dan word of mouth terhadap buying decision. Penelitian ini melibatkan 130 responden. Ada tiga hipotesis yang dikemukakan untuk dianalisis secara mendalam. Terdapat perbedaan pada studi sebelumnya, hasil menyatakan bahwa adanya hubungan antara personal branding, social media marketing dan word of mouth terhadap buying decision. Dalam penelitian ini memberikan sejumlah implikasi, batasan dan arahan untuk penelitian selanjutnya. Kata kunci: personal branding; social media marketing; word of mouth; buying decision
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Burle, Peter Nyara Bashir, Ning Wang, and Anding Zhu. "Investigating the Impact of the Social Media Branding on Purchase Intention in the African Context." International Journal of Economics, Business and Management Studies 9, no. 1 (July 26, 2022): 39–62. http://dx.doi.org/10.55284/ijebms.v9i1.659.
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Start-ups play an important role in providing job opportunities and promoting economic development. Social media enables start-ups to reach customers at a more affordable cost than traditional channels. The present study aims to explore the possibility of using social media for African start-ups as a marketing and branding tool and to investigate the effects of social media branding on African consumers’ purchase behaviours. Multiple studies were conducted. First, two case studies of African start-ups were made to obtain feasible business models of social media branding. Then, a qualitative pilot study was conducted to explore the consensus map of social media branding from the consumers’ perspective. Finally, a model was established and verified by employing a quantitative approach. Six constructs of trust, interaction, social support, information sharing, brand relationship, and brand engagement are identified. Among them, trust plays a crucial role in the context of African markets. By using SEM testing, the present study reveals that brand relationship and brand engagement act as mediators between social media branding factors and consumers’ purchase intentions. In Africa, the idea of branding via social media is appealing for start-ups due to the emergence and growth of various social media platforms. The present study provides an overall view of social media branding for African start-ups, including business models, consumer engagement, and consumer experience. The insights and suggestions will be beneficial for African start-ups and will contribute to the African business literature.
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Girsang, Yohanna Eka Putri br, and Ummanah Ummanah. "Pembentukan Personal Branding Melalui Media Sosial." Journal of Management and Bussines (JOMB) 5, no. 1 (February 25, 2023): 51–65. http://dx.doi.org/10.31539/jomb.v5i1.5592.
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This study aims to analyze the efforts, processes, and patterns of interaction carried out in the formation of personal branding by two content creators and travel bloggers, namely Canisisus Andrew and Veronika Desi through social media. The research method used is a case study with a single case research type and a unit of analysis with multiple case analysis. The theory that is used as a reference in analyzing efforts, processes, and patterns of interaction carried out in the formation of personal branding is Rampersad's theory, which is known as Authentic personal branding and EWOM. The results showed that the two research subjects succeeded in applying the ten criteria and the Authentic personal branding concept by Rampersad and applying the EWOM concept in their interactions by utilizing every feature and relationship they have on social media to continue to interact positively in building a positive image on each account. Instagram owned.
Keywords: Content, Social Media, Personal Branding, Travel Blogger
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Abashidze, Irakli. "Key Issues of Elaborating Branding Strategies by Using Social Media Marketing Platforms." European Journal of Business and Management Research 7, no. 2 (March 24, 2022): 130–37. http://dx.doi.org/10.24018/ejbmr.2022.7.2.1333.
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Building a brand requires in-depth planning and scrupulous execution at every stage of its life cycle. In this continuous process, social media is one of the most powerful communication channels. It allows marketers to achieve a wide variety of branding objectives. However, managing a brand-building process is often affected by external factors, reputational threats and possible PR crises. Therefore, social media can be regarded both as a challenge and an opportunity for brands. It is extremely important to analyze social media in the context of branding. The paper provides in-depth revision of the role of social media in the branding process. Some of the most influential authors are cited for the literature review. The issues reviewed are as follows: opportunities of social media in branding, communication peculiarities of social media, positioning, reputation management and challenges. Statistical data from various sources is provided for emphasizing some aspects of branding through social media. The paper is summarized by an analysis of the issues reviewed and conclusive remarks.
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Abadi, Totok Wahyu. "City Branding melalui Media Tiktok di Provinsi Jawa Timur." ANDHARUPA: Jurnal Desain Komunikasi Visual & Multimedia 9, no. 02 (June 12, 2023): 206–22. http://dx.doi.org/10.33633/andharupa.v9i02.7911.
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AbstrakCity branding adalah aktivitas pemasaran yang dilakukan institusi untuk memperkenalkan identitas kota kepada masyarakat agar lebih mudah diingat dan populer. Media yang dapat digunakan untuk mempopulerkan identitas kota salah satunya adalah TikTok. Penelitian ini bertujuan untuk menganalisis dan menjelaskan pengaruh media TikTok, motivasi penggunaan media sosial, dan user generated content (UGC) terhadap city branding kabupaten/kota di Jawa Timur. Konsep dasar yang digunakan adalah teori media sosial TikTok dari Kaplan & Haenlein, teori motivasi penggunaan media dari Mc Quail, dan teori City branding Hexagon dari Simon Anholt. Hipotesis penelitian ini menyatakan bahwa media TikTok, motivasi penggunaan media sosial, dan UGC berpengaruh secara simultan, partial, dan positif terhadap city branding kabupaten/kota di Jawa Timur. Penelitian kuantitatif eksplanatif ini menggunakan sampel sejumlah 207 pengguna aplikasi TikTok sebagai responden di Jawa Timur. Hasil penelitian ini memperlihatkan bahwa faktor-faktor yang mempengaruhi city branding kabupaten/kota di Jawa Timur adalah kualitas media TikTok sebagai media promosi, motivasi penggunaan medsos, dan UGC. Pengaruh ketiga variabel tersebut terhadap city branding yaitu 23 persen dan sisanya 77 persen dipengaruhi oleh faktor lainnya yang tidak dimodelkan oleh penelitian ini. Kebaruan penelitian ini adalah media sosial menjadi determinasi dan efektif sebagai media komunikasi marketing city branding kabupaten/kota yang memiliki potensi pariwisata. Kata Kunci: city branding, motivasi pengguna, tiktok, user generated content (UGC) AbstractCity branding is a marketing activity carried out by institutions to introduce the city's identity to the public so that it is more memorable and famous. TikTok is one of the media that can be used to popularize city identity. This study aims to analyze and explain the influence of TikTok media, motivation to use social media, and user-generated content on the city branding of districts/cities in East Java. The basic concepts used are TikTok social media theory from Kaplan & Haenlein, Mc Quail's theory of media use motivation and Simon Anholt's City branding Hexagon theory. This research hypothesis states that TikTok media, motivation to use social media, and UGC simultaneously, partially, and positively affect the city branding of districts/cities in East Java. This explanatory quantitative research used a sample of 207 TikTok application users as respondents in East Java. The results of this study show that the factors that influence the city branding of districts/cities in East Java are the quality of TikTok media as a promotional medium, motivation to use social media, and UGC. The influence of the three variables on city branding is 23 percent, and the remaining 77 percent is influenced by other factors not modeled by this study. The novelty of this research is that social media is determinant and effective as a marketing communication medium for city branding in districts/cities with potential tourism. Keywords: city branding, tiktok, user motivation, user-generated content (UGC)
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Siregar, Mariana Rista Ananda. "KOMUNIKASI KOTA HEXAGON DI MEDIA SOSIAL." JURNAL SOSIAL HUMANIORA 10, no. 2 (November 5, 2019): 120. http://dx.doi.org/10.30997/jsh.v10i2.1978.
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City Branding is a autentity of a city and must managed properly, applied and become a culture and behavior for both the apparatus and the citizens of the city. In managing a city and establishing city branding, a strong research is required to map changes in the environment, the target market, the city's competitors and the changes that occur within the city itself. In addition to research, a combination of other communication and marketing strategies is important to consider the implementation of city branding. Based on the background, this research aims are to: first, to know the characteristics of citizen social media users in the city of Bogor, secondly, describing and analyzing the communication of the branding of Bogor, the third, explaining and analyzing Branding of the city of Bogor. The methods used in this study are descriptive analysis, and the rate of score. The results found in the study explained that the management of the city's branding could combine the strengths of primary and secondary communications in the city, especially on social media to elicit the sense of meaning a city refers to the model Branding of the city hexagon.
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Saputra, Ahnaf Rifky. "Effectiveness Of The Use Of Instagram Social Media On Personal Branding Joko Widodo In The First Voters 2019 Election." Widya Komunika 9, no. 2 (December 25, 2019): 63. http://dx.doi.org/10.20884/1.wk.2019.9.2.1746.
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In this digital era, all activities can be published to the public through social media. Many groups of people actively use social media ranging from students, adults, entrepreneurs and state officials. One of them is the seventh President of the Republic of Indonesia, Ir. H. Joko Widodo. Joko Widodo has a variety of social media platforms, social media with the most followers among other social media is Instagram. With a total of 16.5 million followers making him the leader of the country with the second most followers in the world. The content of uploads on Instagram of Joko Widodo is diverse and very massive, the things Joko Widodo does on Instagram social media is one way to form personal branding. Personal branding is a unique phenomenon because basically all people have their own characteristics, to get the results of long-lasting branding and provide maximum benefits, the branding process must come from authentic, real and original evidence. This study aims to determine how effective the use of social media instagram is for the formation of Joko Widodo's personal Branding to the 2019 First Election Voters who are still confused and need references to make choices in using their voting rights. This study uses a descriptive quantitative method of two variables. The independent variable in this study is the effectiveness of using social media instagram while the dependent variable is Joko Widodo's personal branding. This research was conducted by distributing questionnaires to 100 respondents using the Nonprobality Sampling technique. The results of this study state that the use of Instagram social media in delivering the desired message falls into the effective category with a percentage of 74.9% while the formation of personal branding for the first voters is included in the effective category with a percentage of 81.1%. The conclusion of this study is that the communication carried out by Joko Widodo's Instagram social media account took place effectively and had a positive effect on the formation of Joko Widodo's personal branding for the first voters of the 2019 Election.
Keywords: Social Media, Instagram, Personal Branding, First Voters
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Saputra, Ahnaf Rifky. "Effectiveness Of The Use Of Instagram Social Media On Personal Branding Joko Widodo In The First Voters 2019 Election." Widya Komunika 9, no. 2 (December 25, 2019): 63. http://dx.doi.org/10.20884/wk.v9i2.1746.
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In this digital era, all activities can be published to the public through social media. Many groups of people actively use social media ranging from students, adults, entrepreneurs and state officials. One of them is the seventh President of the Republic of Indonesia, Ir. H. Joko Widodo. Joko Widodo has a variety of social media platforms, social media with the most followers among other social media is Instagram. With a total of 16.5 million followers making him the leader of the country with the second most followers in the world. The content of uploads on Instagram of Joko Widodo is diverse and very massive, the things Joko Widodo does on Instagram social media is one way to form personal branding. Personal branding is a unique phenomenon because basically all people have their own characteristics, to get the results of long-lasting branding and provide maximum benefits, the branding process must come from authentic, real and original evidence. This study aims to determine how effective the use of social media instagram is for the formation of Joko Widodo's personal Branding to the 2019 First Election Voters who are still confused and need references to make choices in using their voting rights. This study uses a descriptive quantitative method of two variables. The independent variable in this study is the effectiveness of using social media instagram while the dependent variable is Joko Widodo's personal branding. This research was conducted by distributing questionnaires to 100 respondents using the Nonprobality Sampling technique. The results of this study state that the use of Instagram social media in delivering the desired message falls into the effective category with a percentage of 74.9% while the formation of personal branding for the first voters is included in the effective category with a percentage of 81.1%. The conclusion of this study is that the communication carried out by Joko Widodo's Instagram social media account took place effectively and had a positive effect on the formation of Joko Widodo's personal branding for the first voters of the 2019 Election.
Keywords: Social Media, Instagram, Personal Branding, First Voters
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Puspita, Desta Arya. "Personal Branding terhadap Sosial Media." Journal of Management and Bussines (JOMB) 4, no. 2 (October 25, 2022): 856–71. http://dx.doi.org/10.31539/jomb.v4i2.4503.
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This study aims to determine the influence and way of carrying personal branding from Indonesian content creator Atta Halilintar through uploading his YouTube video. This research method is descriptive qualitative. The results showed that Atta Halilintar really cares about himself as a personal branding which includes, a) personality; b) Style and style; c) selection of outfits and infits with well-known brands, d) creativity in creating works. This made him a success known to many people and dubbed the king of youtube. In conclusion, Atta Halilintar's personal branding is also a strong personal branding element because it has unique values and personalities that are different from the content of other male creators. His personal branding is related to the needs of his target group and is consistently built on social media with linear content that reflects his personal branding.
Keywords: Personal branding, Content creator, King of Youtube
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Molyneux, Logan, Seth C. Lewis, and Avery E. Holton. "Media work, identity, and the motivations that shape branding practices among journalists: An explanatory framework." New Media & Society 21, no. 4 (November 9, 2018): 836–55. http://dx.doi.org/10.1177/1461444818809392.
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This study offers a new way of understanding the motivations that influence media workers’ impression management (or branding) in the social media era. Amid the growing insecurity of media work generally and the particular pressures of branding oneself and promoting one’s employer online, our research introduces a framework through which to interpret the forces and factors—internal (social–psychological) and external (environmental)—that shape how and why media professionals engage in branding. Through a first-of-its-kind survey of a broad cross-section of journalists ( N = 642), this study proposes, tests, and confirms a branding alignment hypothesis. This typology sheds light on how branding activity aligns with individual, organizational, and institutional motivations as well as professional identities. Importantly, the study shows how branding is manifested over and above social media dynamics alone and reveals how “self-made” and “company” journalists differ in how they promote themselves, their employers, and the journalism occupation.
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Salam, Oryza Devi. "Personal Branding Digital Natives di Era Komunikasi Media Baru (Analisis Personal Branding di Media Sosial Instagram)." Business Economic, Communication, and Social Sciences (BECOSS) Journal 2, no. 1 (January 28, 2020): 19–30. http://dx.doi.org/10.21512/becossjournal.v2i1.6070.
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The nature of humans in their lives is to carry out communication activities. An individual can be said to communicate with other people if both have an understanding of the meaning of the message conveyed in their interactions. The progress of information communication technology provides an opportunity for individuals to interact more easily through the internet. In 2017, the number of internet users in Indonesia was recorded at 143.26 million, or 54.68 percent of Indonesia's total population. This number increased compared to the previous year, namely in 2016 which was recorded at 132.7 million. Of the numbers recorded, 130 million of them are active on social media in term of New Media Communication, or noted as information technology-based communication, makes social media as primary chosen for individuals interacting socially in cyberspace. This study aims to analyze how the personal branding forming in social media instagram refer to eight laws of personal branding such as: specialization, leadership, personality, distinctiveness, visibility, unity, persistence and goodwill. The best personal branding must be meets on these eight laws. The type of research conduct as qualitative descriptive, which the method is case study. The data used are primary data from interviews with selected informants and secondary data: documents in the form of photos and texts of digital natives on their Instagram. The data were analyzed by data reduction, data display by arranging it according to the pattern and then verification that is drawing the conclusion to answer the research question. Refer to the results of the study, the conclusion is personal branding of digital natives on Social Media Instagram need to be manage to meet all eight laws of personal branding.Keywords: Communication, Digital Natives, New Media, Social Media
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Hendra, Rusdi. "Strategi Personal Branding Perupa Melalui Media Sosial." Jurnal Tata Kelola Seni 6, no. 2 (December 4, 2020): 67–76. http://dx.doi.org/10.24821/jtks.v6i2.4689.
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Perkembangan teknologi informasi dan media jejaring sosial saat ini menyebabkan pembentukan personal brand melalui media sosial semakin penting. Masyarakat Indonesia dikenal sebagai pengguna aktif media sosial. Menjadi seorang perupa harus memiliki keunikan tersendiri untuk dapat berbeda dengan perupa lainnya. Dalam membangunnya, dibutuhkan personal branding yang baik untuk dapat maju dan berkembang di dalam dunia seni rupa. Piko dengan akun @iabadioupiko telah melakukannya lewat media Instagram. Personal branding yang dilakukan Piko menarik dengan mengunggah hasil karyanya untuk menarik perhatian galeri dan menggunakan Instagram sebagai alat penyampaian pesan komunikasinya. Penelitian ini menggunakan metode deskriptif kualitatif dengan teknik pengumpulan data yaitu wawancara dan melakukan observasi terhadap dokumentasi yang dimiliki dan melakukan tinjauan literatur. Data yang didapat kemudian dianalisis menggunakan teknik analisis yaitu mengorganisasikan data, mereduksi data, peringkasan, dan penyajian data. Hasil akhir dari analisis data dapat mengetahui tentang bagaimana strategi personal branding perupa melalui media sosial Instagram dengan indikator yang terdiri dari kesebelas karakteristik authentic personal branding oleh Rampersad. Hasil penelitian menyebutkan bahwa strategi personal branding Piko ialah memiliki nilai, karakter, kode perilaku, berfokus pada satu bidang, konsisten, memiliki relevansi, memiliki visibilitas, mendapatkan pengakuan, menerapkan hal positif, serta menjadi diri sendiri dengan tetap menjaga eksistensinya dan selalu memelihara hubungan yang terjalin baik dalam akun Instagram @iabadioupiko maupun dalam kesehariannya. The Artist's Personal Branding Strategy Through Social Media ABSTRACT The development of information technology and social networking media has made personal brands' formation through social media increasingly important. Indonesian people are known as active users of social media. Being an artist must be unique to be different from other artists. In building it, good personal branding is needed to advance and develop in the world of fine arts. Piko, with the @iabadioupiko account, has done this via Instagram. Piko's personal branding is impressive by uploading his work to attract the attention of galleries and using Instagram to convey his communication messages. This study used a qualitative descriptive method with data collection techniques, namely interviews and observing documentation, and conducting literature reviews. The data obtained were then analyzed using analytical techniques, namely organizing data, reducing data, summarizing, and presenting data. The final result of the data analysis can find out about the personal branding strategy of the artists through social media Instagram with indicators consisting of eleven characteristics of authentic personal branding by Rampersad. The results show that Piko's personal branding strategy is to have values, character, code of behavior, focus on one area, be consistent, have relevance, have visibility, gain recognition, apply positive things, and be yourself while maintaining its existence and always maintaining good relationships. They were established both in the Instagram account @iabadioupiko and in his daily life.
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Mujianto, Haryadi, Zikri Fachrul Nurhadi, and Kenny Kharismawati. "INSTAGRAM SEBAGAI MEDIA PEMBENTUK PERSONAL BRANDING." Commed : Jurnal Komunikasi dan Media 5, no. 2 (July 12, 2021): 154–69. http://dx.doi.org/10.33884/commed.v5i2.3138.
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This study discusses Instagram as a personal branding media. The purpose of this research is to describe the factors that established personal branding. The research method used in this research is descriptive qualitative research. The informants in this study consisted of 3 celebgrams at the Garut City, Informants are determined by purposive sampling. The results of this study are, branding on Instagram social media is an effort to present information, messages and impressions through the activities carried out. Personal branding that is formed based on the main dimensions of the formation of personal branding that they show on each Instagram account including style, caption, special abilities or competences in a certain area controlled by celebrities and self-standards can form personal branding through a polish and well communication method.
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Sorgenfrei, Simon. "Branding Salafism: Salafi Missionaries as Social Media Influencers." Method & Theory in the Study of Religion 34, no. 3 (September 13, 2021): 211–37. http://dx.doi.org/10.1163/15700682-12341515.
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Abstract This article analyses the social media activity of Swedish Salafi missionaries in the light of theories about influencer marketing and branding. Making use of source material from the Instagram accounts of the preacher Anas Khalifa and the preachers Abdulwadud Frank, Abdullah as-Sueidi, and Moosa Assal, the last three of whom are associated with the organisation Islam.nu, this article investigates how social media can be used as tools for missionary endeavours, how Salafism might be branded on Instagram, and how religious authority and authenticity are fashioned online.
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Ebrahimi, Pejman, Ali Hajmohammadi, and Datis Khajeheian. "Place branding and moderating role of social media." Current Issues in Tourism 23, no. 14 (August 31, 2019): 1723–31. http://dx.doi.org/10.1080/13683500.2019.1658725.
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Christensen, Christian. "Journalists on social media: Politics, privacy, personal branding." Popular Communication 16, no. 4 (October 2, 2018): 245–47. http://dx.doi.org/10.1080/15405702.2018.1548019.
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Lim, Yumi, Yeasun Chung, and Pamela A. Weaver. "The impact of social media on destination branding." Journal of Vacation Marketing 18, no. 3 (July 2012): 197–206. http://dx.doi.org/10.1177/1356766712449366.
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A one-way conversation with consumers in destination branding was pervasive when destination-marketing organizations created and generated their destination brands. However, social media has made a two-way conversation possible with consumers participating in the development of a destination brand identity/image. This study investigates consumer perception of destination brands created by consumer-generated videos and destination-marketing organization videos. The findings suggest that consumer-generated videos do not carry the same destination brand as destination marketer-generated videos. In addition, consumer-generated videos have little positive impact on a destination brand. This study provides insight into destination-branding strategies with respect to the roles that social media plays in creating destination-brand identity and image.
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Saini, Gordhan K. "Shoppers Stop: Leveraging Social Media for Employer Branding." Emerging Economies Cases Journal 2, no. 1 (June 2020): 54–61. http://dx.doi.org/10.1177/2516604220930394.
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Shoppers Stop had a significant presence on social media platforms—LinkedIn, Facebook, Twitter and YouTube. However, a large number of Shoppers Stop’s customers posted complaints about deficiency in customer service on these social media platforms, mainly on Facebook. The complaints and ratings were also seen by other stakeholders such as potential employees who form a perception about the company’s employer brand based on these ratings. While Shoppers Stop promptly responded to disgruntled customers on Facebook to redress their complaints, Shoppers Stop was uncertain about the possible adverse impact of these customer reviews on the company’s employer brand. Further, Shoppers Stop wanted to leverage its presence on various social media platforms to promote and manage its employer brand.
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Medina-Aguerrebere, Pablo, Eva Medina, and Toni Gonzalez-Pacanowski. "Branding cancer research institutions through social media platforms." Online Journal of Communication and Media Technologies 13, no. 2 (April 1, 2023): e202313. http://dx.doi.org/10.30935/ojcmt/12955.
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Cancer research institutions resort to social media platforms to reinforce their relations with stakeholders and promote their brand. Nevertheless, they face several challenges: strict legal frameworks, patients’ new demands, and the development health technology. This paper aims to analyze how cancer research institutions manage social media platforms, as well as their corporate websites, for branding purposes. To do that, we conducted a literature review about cancer hospitals’ corporate communication strategies on these platforms; and then, we resorted to 48 indicators to evaluate how the top 100 cancer research institutions in the world managed their corporate websites, as well as their corporate profiles on <i>Facebook</i>, <i>Twitter</i>, and <i>YouTube</i>, for promoting their brand. We concluded that these organizations should use social media platforms to explain their brand architecture, develop a corporate website based on a public health approach, and describe their social engagements in a clearer way. Finally, we recommended three managerial initiatives for these organizations: creating an in-house communication department employing experts in communication and public health, conducting an intellectual reflection about the company’s brand genealogy, and integrating oncologists and nurses in the company’s corporate communication initiatives carried out on social media platforms.
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Kuswardani, DC, Nurhidayati Nurhidayati, Totok Wibisono, and Aprih Santoso. "Local Branding: Imperative Strategy Towards Competitiveness of Sustainable Destinations Through the Role of Social Media." Kontigensi : Jurnal Ilmiah Manajemen 11, no. 1 (June 29, 2023): 281–93. http://dx.doi.org/10.56457/jimk.v11i1.349.
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The aim of the research is to form the Competitiveness of Sustainable Destinations to realize tourism marketing through Local Branding. The variables tested are Local Branding and Destination Image. Social Media is expected to moderate the influence of Local Branding on the Competitiveness of Sustainable Destinations. The population is visitors to tourist attractions, while the sample is 152. Respondents are determined using the Proportionate Stratified Random Sampling technique. SEM as an analysis tool with the smartPLS.3.0 program application The results of the Sustainable Destination Competitiveness test results can be manifested through optimal management of Local Branding and Destination Image. Local Branding can be applied through Local Culture and Destination Image. Local Branding significantly affects the Competitiveness of Sustainable Destinations, while Local Culture significantly influences Local Branding. Destination Image significantly influences Local Branding and significantly influences the Competitiveness of Sustainable Destinations. Social Media is able to function as a pure moderator of the influence of Local Branding on the Competitiveness of Sustainable Tourism Destinations in Semarang City. The R - Square value in the Local Branding construct is 0.758536, meaning that Local Branding is influenced by Local Culture and Destination Image 75.85%. The Q Square value > 0 (0.575377) on the Local Branding variable indicates that the model has strong predictive relevance, meaning that the research model has relevance in predicting Local Culture and Destination Image with Local Branding in Tourism Objects. R-Square on the construct of Sustainable Destination Competitiveness 0.817528 means that the Competitiveness of Sustainable Destinations is influenced by Local Branding and Destination Image 81.75%. The Q Square value of 0.668352 (> 0) indicates that the model has strong predictive relevance, meaning that the research model has relevance in predicting Local Branding and Destination Image on the Competitiveness of Sustainable Tourism Destinations.
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Nadila, Syarifah, and Djudjur Luciana Rajagukguk. "AJENG'S PERSONAL BRANDING WAS WAITED AS INDIKA FM RADIO ANNIVERSARY THROUGH TIKTOK SOCIAL MEDIA." Journal of Social Political Sciences 3, no. 3 (August 31, 2022): 322–31. http://dx.doi.org/10.52166/jsps.v3i3.125.
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This study aims to determine the application of Ajeng Dinanti's personal branding as an Indika FM radio announcer through Tiktok social media. The theory used in this study is Peter Montoya's theory, namely 8 laws of personal branding or 8 concepts for the formation of great personal branding consisting of specialization, leadership, personality, difference, appearance, unity, firmness, and good name. This research method is qualitative with a descriptive approach, where the researcher explains in detail how the application of Ajeng Dinanti's personal branding as an Indika FM radio announcer through Tiktok social media, with 3 informants selected purposively, namely 1 key informant, namely Ajeng Dinanti's Tiktok account follower, Abdu, then 2 informants, namely Ajeng Dinanti herself as the person who applies personal branding and listeners from Indika FM in the Indika Sewing program, namely Dwi Septianingsih. The findings of this study show that the fulfillment of specialization is reflected in Ajeng's personal branding as a radio announcer. Personality is reflected in the way Ajeng stays true to herself in implementing her personal branding. Then on the difference, it is very visible that Ajeng has a different way of implementing her personal branding with other broadcasters. Then there is an appearance, it is clear that Ajeng did this personal branding so that the public could see that Ajeng is an Indika FM radio announcer. Then the unity, personal branding that Ajeng does hopes that she can become the audience's top of mind. Then there is determination, in carrying out his personal branding, Ajeng is consistent in sharing content on her Tiktok social media. Then finally there is a good name, by doing this personal branding, finally many people know that Ajeng is an announcer from Indika FM radio. Then, when viewed from the side of the researcher, the concept of specialization dominates. It can be concluded that the application of Ajeng Dinanti's personal branding as an Indika FM radio announcer through Tiktok social media has been successful, although there is one element that is not fulfilled..
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Mandira, I. Made Chandra, and Kadek Diah Yulia Carey. "Personal Branding di Media Sosial Tiktok." MBIA 22, no. 1 (May 4, 2023): 65–74. http://dx.doi.org/10.33557/mbia.v22i1.2064.
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This research finds out the personal branding President of Oriflame on social media tiktok seen from what does, what makes it different, and scores what to get when the public intertwines a connection with him. The study is conducted with a method qualitative with an approach to studies phenomenology for knowing more about somebody seen from professional experience in a manner that is aware and capable of giving meaning to every phenomenon experienced. Results findings in a study this is the President of Oriflame does not yet take advantage of social media tiktok with good because the target market no there, however, should as someone who has become a highlight and occupies ranking highest in Oriflame must permanently share content-related medium business on this with consistency across all social media, wrong only one tiktok as the most popular social media public moment this.
Keywords: President of Oriflame, Personal Branding, Tiktok
Abstrak
Penelitian ini bertujuan untuk mengetahui personal branding President Oriflame di media sosial tiktok dilihat dari apa yang dilakukan, apa yang membuatnya berbeda dan nilai apa yang didapat ketika masyarakat menjalin hubungan dengannya. Penelitian ini dilakukan dengan metode kualitatif dengan pendekatan studi fenomenologi untuk bisa mengetahui lebih dalam tentang seseorang dilihat dari pengalaman yang dialami secara sadar dan mampu memberikan makna dari setiap fenomena yang dialami. Hasil temuan dalam penelitian ini adalah President Oriflame belum memanfaatkan media sosial tiktok dengan baik karena pasaran yang dituju bukan disana, namun semestinya sebagai orang yang sudah menjadi sorotan dan menduduki peringkat tertinggi di Oriflame harus tetap membagikan konten terkait bisnis yang sedang dijalani dengan konsisten di semua media sosial, salah satunya tiktok sebagai media sosial paling diminati masyarakat saat ini.
Kata kunci: President Oriflame, Personal Branding, Tiktok
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Handayani Hajar Aswati. "Personal Branding Fadil Jaidi di Media Sosial Instagram @Trafficbun.id." Lensa 16, no. 1 (April 26, 2022): 49–59. http://dx.doi.org/10.58872/lensa.v16i1.27.
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Social media influencer named Fadil Jaidi is the CEO (Chief Executive Officer) of the food culinary business @Trafficbun.id. Fadil Jaidi not only does product branding, He also carries out a personal branding process through social media (Instagram). The purpose of the study is to determine personal branding and the steps to form Fadil Jaidi based on Instagram social media (ini kalimat indo nya gajelas jadi translate nya seadanya aja, ga ngerti maksud nya). The result of this study is that Fadil Jaidi formed a personal branding using the features on Instagram. Fadil Jaidi's personal branding process goes through 7 aspects. Specialization : Fadil Jaidi likes culinary. Leadership: he has a friendly nature (tidak melihat latar belakang kyknya masih kurang jelas deh, latar belakang apa? Tapi kalo translate nya : and does not see any kind of background). Personality: he has a humorous and humble personality. The difference/uniqueness : the clothes he used are always full color. Unity: cheerful, friendly, and humorous. Persistence: Fadil Jaidi is up to date on social media Instagram. Good intentions: never respond to haters on Instagram social media and keep uploading promos and innovations for Trafficbun.id.
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Setiawan, Deni, and Achmad Nurmandi. "Sandiaga Uno : Personal Branding di Twitter." Jurnal Public Policy 6, no. 1 (April 30, 2020): 19. http://dx.doi.org/10.35308/jpp.v6i1.1657.
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The development of communication technology has given birth to new media and social media. One of the potentials of social media is to form the personal branding of political actors. Personal Branding through Twitter social media accounts is becoming the current trend. This study aims to analyze Sandiaga Uno's Twitter account during the presidential and vice-presidential election campaign process in 2019. This study uses a qualitative approach to analyze secondary data on Personal Branding from Sandiaga Uno's Twitter account. As well as additional data from a literature study that discusses Personal Branding. Nvivo 12 Plus is used to analyze data. This study found that Sandiaga Uno used his personal Twitter to do branding during the campaign process, this can be seen from the content of photos, videos, and tweets that portrayed themselves as someone close to the community.
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Citra, Felisitas, and Utami Diah Kusumawati. "Television Journalists' Motives in Implementing Personal Branding on Instagram." LITERATUS 5, no. 1 (April 15, 2023): 148–65. http://dx.doi.org/10.37010/lit.v5i1.1180.
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The use of social media by journalists to develop their personal brands is tied to the long-term viability of the media and aids in the marketing efforts of the company. The capacity to use personal branding, which is frequently seen as an activity to exhibit and arrange in such a way that abilities and characters are shown to others, is also strongly tied to the self-value of journalists. So that the journalist stands out from the competition, personal branding can be utilized to foster emotional connections and develop relationships with the audience. This study focuses on learning the tactics and motivations used by television journalists for their personal branding activities on social media because of the significant role that personal branding is played by journalists in social media. The platform chosen for the investigation is Instagram. Researchers used descriptive qualitative study techniques to conduct informant interviews with four Instagram-active television journalists. The findings demonstrated that television journalists understand the value of using personal branding on social media to further their own interests as well as that of their profession and industry by using celebrity personalities. However, the motivation for its application is more focused on the media office's objectives and the use of personal branding while still making reference to journalistic standards.
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Ishihara, Yemikaori Yumna Ulya, and Roswita Oktavianti. "Personal Branding Influencer di Media Sosial TikTok." Koneksi 5, no. 1 (March 4, 2021): 76. http://dx.doi.org/10.24912/kn.v5i1.10162.
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Personal branding is widely used as a communication strategy to instill a positive perception of a person to the public. Personal branding is also done directly and indirectly through social media. An influencer needs to have a strong personal branding to differentiate him from other influencers. One of the Tik Tok influencers is Dhea Dillah with the Tik Tok account @dillaprb. This study aims to determine how Dhea Dillah's personal branding is on Tik Tok social media. The method used is descriptive qualitative with 11 indicators of personal branding criteria according to Rampersad, namely authenticity, integrity, consistency, specialization, authority, diversity, relevance, visibility, persistence, kindness, and performance. This research shows that influencers have characters that are in line with their personal ambitions, namely creating Tik Tok content to inform their followers. Next, influencers are also consistent with a focus on one area, experience, and professionalism towards clients, including making self-improvement if they receive criticism or evaluation.Personal branding banyak dilakukan sebagai salah satu strategi komunikasi untuk menanamkan persepsi positif seseorang kepada publik. Personal branding juga dilakukan secara langsung dan tidak langsung melalui media sosial. Seorang influencer perlu memiliki personal branding yang kuat untuk membedakannya dengan influencer lain. Salah satu influencer Tik Tok yaitu Dhea Dillah dengan akun Tik Tok @dillaprb. Penelitian in bertujuan untuk mengetahui bagaimana personal branding yang dilakukan Dhea Dillah dalam media sosial Tik Tok. Metode yang digunakan yaitu deskriptif kualitatif dengan indikator 11 kriteria personal branding menurut Rampersad yaitu keontentikan, integritas, konsisten, spesialisasi, wibawa, keberbedaan, relevan, visibilitas, kegigihan, kebaikan, dan kinerja. Penelitian ini menunjukkan bahwa influencer memiliki karakter yang sesuai dengan ambisi pribadi yaitu membuat konten Tik Tok untuk memberi informasi kepada pengikutnya. Berikutnya, influencer juga konsisten dengan fokus pada satu bidang, berpengalaman, dan profesional terhadap klien termasuk membuat perbaikan diri jika mendapat kritik atau evaluasi.
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Moudy, Cynthia Dora, and Septia Winduwati. "Strategi Personal Branding Kreator Konten TikTok dalam Mengembangkan Citra Diri Positif." Kiwari 2, no. 2 (June 19, 2023): 215–21. http://dx.doi.org/10.24912/ki.v2i2.24001.
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In this technological era, we are no strangers to social media. One of the most popular social media lately is Tiktok. With the rise of Tiktok, many new Content Creator have appeared and made the competition between creators even fiercer. Therefore, every creator must have good personal branding that can have a good impact on Tiktok followers and users who watch their content. Strong personal branding is very important for a Content Creator because it can affect the application of personal branding strategies in any content or live streaming that creators do on social media. The author uses the theory of mass and persuasive communication, personal branding, social media and Content Creator as well as a qualitative approach using the case study method. The data and information obtained from this research are through in-depth interviews, documentation, and literature studies. The results of research on the personal branding strategy carried out by TikTok Content Creator in carrying out active interactions, as well as implementing personal branding elements that must be owned by a Content Creator are quite effective for viewers and followers in building relationships, increasing trust and developing a positive self-image. Di era teknologi ini, kita sudah tidak asing lagi dengan yang namanya media sosial. Salah satu media sosial yang paling banyak diminati akhir – akhir in ialah Tiktok. Dengan melejitnya Tiktok, banyak kreator konten baru bermuculan dan membuat persaingan antar kreator semakin sengit. Oleh karena itu, setiap kreator harus memiliki personal branding yang baik yang dapat berdampak baik pada pengikut serta pengguna Tiktok yang menonton konten - konten mereka. Personal branding yang kuat sangat penting bagi seorang kreator konten, karena hal tersebut dapat mempengaruhi pengaplikasian strategi personal branding dalam setiap konten atau live streaming yang dilakukan kreator pada media sosial. Penulis menggunakan teori komunikasi massa dan persuasif, personal branding, media sosial dan Kreator Konten serta pendekatan kualitatif dengan metode studi kasus. Data dan informasi yang diperoleh dari penelitian ini adalah dengan melalui wawancara mendalam, dokumentasi dan studi kepustakaan. Hasil peneliatian strategi personal branding yang dilakukan oleh Kreator Konten Tiktok dalam melakukan interaksi yang aktif, serta mengimplementasikan elemen personal branding yang harus dimiliki oleh seorang kreator konten cukup efektif terhadap penonton dan pengikutnya dalam membangun hubungan, meningkatkan kepercayaan serta mengembangkan citra diri yang positif.
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Ratih Pandu Mustikasari, Oktifani Winarti, and Hanna Nurhaqiqi. "MEDIA BRANDING IN JAVANESE LOCAL MEDIA “PANJEBAR SEMANGAT”." JARES (Journal of Academic Research and Sciences) 6, no. 1 (March 16, 2021): 30–39. http://dx.doi.org/10.35457/jares.v6i1.1222.
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The digital era is exposing the media industry and the audience to a new phenomenon, it is convergence. Convergence becomes a real challenge have to be faced by the entire media industry, from global to local media industries. The convergence faced by local media is a bigger challenge due to limited financial and resources. Various studies show that adaptation is mostly done by utilizing platforms in new media to re-embrace segmentation and even add new audience segmentations. The forms of adaptation presented show the elements of branding media in it. According to Malmelin and Moisander (2014) there are five concepts of branding media that are often used, they are brand extension, brand as identity, brand as differentiation, brand as equity, and brand as a product. This article will show the side of branding media by the local Javanese language magazine "Panjebar Semangat" in the middle of adaptation efforts to convergence. The discussion will be related to the five concepts presented by Malmelin and Moisander (2014). The method used in this research is descriptive qualitative. Data collection was carried out by interview and observation on the Panjebar Semangat social media account. The results show that the branding media activities carried out by Panjebar Semangat are dominated by the concept of brand extension and brand as a product. The branding media can also give well benefit by local media with limited funding sources to optimize adaptation to convergence.
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Azhar, Muhammad Fauzan, and Septia Winduwati. "Pembentukan Personal Branding K-pop Influencer Melalui Media Sosial Instagram (Studi Kasus pada Akun Instagram @Kimdarlings)." Prologia 4, no. 2 (October 1, 2020): 354. http://dx.doi.org/10.24912/pr.v4i2.6607.
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This study will discusses about the personal branding of the influencers (@Kimdarlings) through Instagram. Nowadays, media focuses on the existence of users by facilitating them in their activities. As for the development of the digital era, social media is used as medium for disseminating information. This led to innovation, like influencers who did their branding through social media. This study aims to determine how the formation of personal branding is used by (@Kimdarlings) as K-Pop Influencer through social media Instagram. This study used the concepts of personal branding, influencers and social media. In this research used a descriptive qualitative approach with the case study method. The findings are the formation of @Kimdarlings personal branding has seven personal branding concepts including specialization (@Kimdarlings as K-Pop enthusiasts has only been a fan of one fandom), personality (character building as a splashy or cheerful person on Instagram), differences (fangirling contents as a differentiation from other influencers), visible (@Kimdarlings consistency of doing cover dance from Korean boybands and girl bands publicly and continuously), unity (the personal life of @Kimdarlings work in line with the brand she formed), persistence (based on her principle,she only uploading contents about K-Pop), and goodwill (giving a positive image to her followers).Penelitian ini membahas personal branding influencer (@Kimdarlings) melalui Instagram. Sekarang ini, media memfokuskan pada eksistensi pengguna dengan memfasilitasi mereka dalam beraktivitas. Seiring perkembangan era digital, media sosial dimanfaatkan sebagai media penyebaran informasi. Hal ini memunculkan inovasi yaituinfluencer yang melakukan branding melalui Instagram. Penelitian ini bertujuan untuk mengetahui bagaimana pembentukan personal branding yang digunakan oleh (@Kimdarlings) sebagai K-Pop Influencer melalui media sosial Instagram. Konsep yang digunakan dalam penelitian ini adalah konsep personal branding, influencer, media sosial. Metode penelitian yang digunakan adalah pendekatan kualitatif jenis deskriptif dengan metode studi kasus. Hasil temuan bahwa pembentukan personal branding@Kimdarlings sebagai K-Pop influencer melalui Instagram memiliki Tujuh konseppersonal branding tersebut adalah spesialisasi (@Kimdarlings sebagai penyuka K-Pophanya menggemari satu fandom), kepribadian (pembentukan karakter di Instagram yang heboh atau ceria), perbedaan (konten fangirling yang berbeda dengan influencer lainnya), terlihat (@Kimdarlings konsisten melakukan cover dance dari boyband dan girlband Korea secara publik dan secara terus menerus), kesatuan (kehidupan pribadi yang @Kimdarlings bentuk sejalan dengan brand yang dibentuknya), keteguhan (berpegang teguh pada prinsip bahwa ia hanya akan mengunggah konten tentang K-Pop), dan nama baik (memberikan citra positif bagi pengikutnya).
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Hidayati, Festy Rahma. "Komunikasi Politik dan Branding Pemimpin Politik Melalui Media Sosial: A Conceptual Paper." JURNAL LENSA MUTIARA KOMUNIKASI 5, no. 2 (December 28, 2021): 145–61. http://dx.doi.org/10.51544/jlmk.v5i2.2385.
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The presence of digital media, such as social media allows us to connect without any limitations of space and time. Consumption of social media brings changes in various aspects of life, including the habits of communicating and interacting in today's network society. In the political field, social media creates opportunities for political leaders to carry out political communication. As a strategic political communication channel, social media plays a role in receiving and responding to public aspirations. In fact, the use of social media for campaigns by political leaders shows a trend of increasing popularity and electability due to the influence of branding on social media. The use of social media by political leaders in building specific branding is at the core of this article. Political leaders optimize their personal social media accounts for political communication. The positive perception of the public allows for an increase in popularity and electability which brings to the national political stage. This article is a conceptual paper that analyzes the concept of branding in politics in the era of digital political communication by utilizing social media. The author uses relevant literature reviews from previous studies. This article reveals that several political leaders that have been studied have optimized social media to carry out political communication to their citizens. They display digital content to gain public support and trust, and display branding as a populist, professional, humanist, and responsible political leader.
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Adhikari, Kishalay, and Rajeev Kumar Panda. "Social Media Brand Communities and Brand Loyalty." International Journal of Virtual Communities and Social Networking 9, no. 2 (April 2017): 62–79. http://dx.doi.org/10.4018/ijvcsn.2017040104.
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The dynamic, omnipresent, and frequent on-the-go consumer-brand interactions via social media platforms are significantly changing the branding landscape. A profound comprehension of this change is crucial in assessing brand loyalty. Considering the enormous fame of social media and inherent capabilities of brand communities, the purpose of this paper is to exhibit the contributory role of Social media brand communities (SMBC) towards brand loyalty. A Survey-based empirical study involving young consumers was conducted in the selected cities of Bangalore, Kolkata, and Pune. In contrast to prior works (Algesheimer et al., 2005; Laroche et al., 2012), the authors have incorporated Analytical Hierarchy Process (hereafter AHP) in the study to implement and validate new scales. The outcomes of AHP methodology found shared consciousness and social networking as the most-preferred component and activity respectively. These outcomes would assist brand managers in the optimized allocation of communication budget and formulation of competitive branding strategies to tackle intense competition.