Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Inkubis: Jurnal Ekonomi dan Bisnis
Mohamad Hadi Prasetyo
Universitas Ekuitas Indonesia
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Storytelling Branding as a Moderator of Personal Branding on Personal Image: Evidence from YouTube Content Creators Mohamad Hadi Prasetyo
Inkubis : Jurnal Ekonomi dan Bisnis Vol. 8 No. 2 (2026): INKUBIS Jurnal Ekonomi Dan Bisnis
Publisher : Politeknik Siber Cerdika Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59261/inkubis.v8i2.268

Abstract

Background: YouTube has transformed content creators into personal brands competing to establish credible and distinctive images. However, the effectiveness of personal branding may depend on how creators communicate their identities through storytelling. Objective: This study analyzes the moderating role of storytelling branding in the relationship between personal branding and the personal image of YouTube content creators. Methods: This quantitative explanatory study surveyed 256 Indonesian YouTube users selected through purposive sampling. Data were collected using an online questionnaire and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS. Results: Personal branding significantly and positively influenced personal image (β = 0.533; t = 7.987; p < 0.001). Storytelling branding also had a significant positive effect on personal image (β = 0.342; t = 4.905; p < 0.001). Furthermore, storytelling branding significantly strengthened the relationship between personal branding and personal image (β = 0.114; t = 2.207; p = 0.027). Conclusion: Consistent personal branding enhances content creators’ personal images, while authentic, emotionally engaging, and coherent storytelling strengthens this effect. YouTube content creators should therefore integrate strategic storytelling into their personal branding practices.
Co-Authors