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All Journal Procedia of Social Sciences and Humanities
Elent Praditya Ridwan
Universitas Muhammadiyah Sidoarjo
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Social Sciences

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Analysis of Gibran Rakabuming Raka's Personal Branding Strategy as a Leader Through the Tiktok Application: Analisis Strategi Personal Branding Gibran Rakabuming Raka Sebagai Pemimpin Melalui Aplikasi Tiktok Elent Praditya Ridwan; Aulia Firda Syafira; Poppy Febriana
Procedia of Social Sciences and Humanities Vol. 8 (2025): Online Influence & Identity Forum (OIIF 2025)
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/pssh.v8i.753

Abstract

Using Henri Tajfel and John Turner's Social Identity Theory, this study examines Gibran Rakabuming Raka's personal branding approach on the TikTok platform Through a descriptive qualitative approach, the research explores how Gibran builds an online identity, manages a diverse audience, and overcomes privacy risks on social media. Through innovative and engaging TikTok content, Gibran was able to establish his own brand as a youthful leader who is up to date, relatable to the younger generation, and responsive, according to the findings. With more than 4.8 million followers, Gibran is able to create emotional closeness and build positive public perceptions of his leadership.
Co-Authors Aulia Firda Syafira Poppy Febriana