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Identity Construction of Generation Z Foodie Nano-Influencers as a Personal Branding Strategy Angela Gaya Noviko; Maylanny Christin
Eduvest - Journal of Universal Studies Vol. 6 No. 3 (2026): Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v6i3.52665

Abstract

This research aims to explore the phenomenon of the influencer profession as a strategic solution for Generation Z in dealing with the high unemployment rate through the use of the digital creative economy. The main focus of this study is to analyze how foodie nano-influencers from Generation Z construct their identities as an instrument to strengthen personal branding on social media. Using a qualitative approach, this study applied Stuart Hall's identity construction theory which views identity as a dynamic process of "becoming", as well as Peter Montoya's personal branding theory to dissect self-image strategies. The results show that the identity construction of these nano-influencers is flexible (dynamic identity), where they adaptively adjust communication styles and content based on audience preferences and directives from brand partners. The personal branding strategy applied includes eight main laws (The Eight Laws of Personal Branding), namely Specialization (The Law of Specialization), Leadership (The Law of Leadership), Personality (The Law of Personality), Difference (The Law of Distinctiveness), Consistency (The Law of Visibility), Unity (The Law of Unity), Steadfastness (The Law of Persistence), and Good Name (The Law of Goodwill). These findings confirm that digital identity is not just a self-representation, but a planned strategy to build credibility and unlock economic opportunities amid fierce competition in the digital industry.
Co-Authors Acep Rohendi Adywibawa, Rangga Aru Putra Aini, Sheva Nada Aisy, Nafisa Rihadatul Alila Pramiyanti Andi Refandi Febriyansyah Andi Refandi Febriyansyah, Andi Refandi Angela Gaya Noviko Anshari, Ahmad Ardhana Riscwari Adikancana Atie Rachmiatie Aulia, Muhammad Mirza Rizky Ayub Ayub Ayub Ilfandy Imran Az Zahra, Rida Ratu Azari, Dimas Hazim Azizah Ainun Fitriani Azzahra, Jihan Azzura, Corry Nur Baihaqi, Muhammad Ihsan Baskoro, Lahandi Betty Tresnawaty, Betty Daffa Alfiant Putra Dasrun Hidayat Dasrun Hidayat Deri Hanafy D Dewa Ayu Chyntia Novyanti Dewi, Sonia Dimas Anargya Bhagaskara Dita Isnata Dwi Putri Loven Endang Rahayu Evira Ayustin Evira Ayustin Fadhilah, Fanny Glenn Petroliunanda Gustini, Leili Kurnia Hikam, Muhammad Naufal Humam, Taqiyudin Muhammad Husnita, Husnita Intan Nur Azis Janice Natasya Jihan Farida Putri Justicia Chantika D.A Kadek Alda Rahmawati Kadiva Dwilia Rosadiputri Khairunnisa Khairunnisa Lenggawati Rahayu Lusi Susilawati Lutfiyyah, Risya Silky Magdalena Yohana Marshal, Tito Maulida, Hayra Tri Muhammad Rif’at Al-Razi Nabila Cahyani Putri Nur'aeni, Nur'aeni Nur’Aeni, Nur’Aeni Pangestu, Muhammad Alif Aryo Pratama, M. Rafli Putra Adywibawa, Rangga Aru Putri, Nabila Cahyani Putro, Raka Asmoro Putu Isma Saraswati Rahmamia Anggitasari Rahman, Isya Alif Ramadhana, Dhea Rizka Rangga Putera Perdana Rangga Putera Perdana, Rangga Putera Rania Putri Alifa Razie Razak Reza Rizkina Taufik Rico Kurnia Yudhaswara Rizky Aulia, Muhammad Mirza Ruth Mei Ulina Malau Salsa Guspita Situmorang , Krisnawati br Syaputra, Ferdiansyah Maulana Syilfa Fakhira Tita Melia Milyane Tri Riska Utami Yasyfa Fitri Yuhanida Ramadanty Zalfa Salsabila Aulia Putri Zenobia, Zhafira