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Utilization of Instagram Application as Personal Branding Dr. Richard Lee on Instagram Account @dr.richard_lee Artamevia, Delly Puspita; Febriana, Poppy
Procedia of Social Sciences and Humanities Vol. 7 (2024): International Conference On Emerging New Media and Social Science
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/pssh.v7i.647

Abstract

Social media provides a space for individuals to express themselves, build their self-image, and achieve personal and professional goals. One of the popular social media platforms is Instagram. Apart from being able to build a brand, the function of Instagram's presence can also build personal branding for individuals. Personal branding is the process of building a positive and distinctive self-image to achieve certain goals. For individuals themselves, personal branding can help them in various aspects of life, such as career, business, and social relationships. The existence of this research aims to analyze the use of the Instagram application as Dr Richard Lee's personal branding on the @dr.richard_lee Instagram account. Therefore, the problem formulation of this research is how the utilization of the Instagram application as Dr Richard Lee's personal branding on the @dr.richard_lee Instagram account. This research method uses descriptive qualitative with observation and documentation data collection techniques. This research uses purposive sampling technique, personal branding theory from McNally & Speak using 3 points, namely: a.) distinctiveness, b.) relevance, c.) consistency. Through these 3 points, it is easier for researchers to find out how the use of Instagram social media can affect the personal branding of Dr. Richard Lee. As a result of this research, it can be concluded that Dr. Richard Lee succeeded in doing the 3 main points in this personal branding theory on the Instagram platform. Through the features provided by Instagram, such as IGTV, Instagram stories, and Reels. Dr Richard Lee can strengthen and promote his self-image and be recognized internationally. Effective personal branding involves choosing distinctive characteristics, relevance, and consistency. Through effective personal branding, Dr. Richard Lee can create a positive self-image, build trust, and become an inspirational figure for the community.
Analysis of Vina Muliana (@vmuliana)'s Online Identity Formation as a TikTok Influencer : Analisis Pembentukan Identitas Online Vina Muliana (@vmuliana) sebagai Influencer TikTok Fitrianingsih, Intan; Az Zahra, Amelia Putri; Febriana, Poppy
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.718

Abstract

In the digital age, social media serves as an important platform for individuals to express themselves and build identities. Vina, who has more than 9.5 million followers, utilizes TikTok to share job search tips, resume building, and interview techniques based on her experience as an HR Senior Associate at a State-Owned Enterprise (SOE). The research method used is a qualitative approach with a case study, analyzing the uploaded content and the interactions that occur on the platform. The results showed that Vina managed to create a positive image through her professional appearance and interactive communication style, while showing her authentic side behind the scenes. Erving Goffman's dramaturgy theory is used as an analytical framework to understand the difference between front stage and back stage in online identity formation. This research provides insight into the role of influencers in shaping identity in the digital era and its impact on audiences. wuThis study aims to analyze Vina Muliana's (@vmuliana) online identity formation as a TikTok influencer who focuses on career education.
Influencer Analysis of Prilly Latuconsina’s Online Identity in Building Public Image on Instagram: Analisis Identitas Online Prilly Latuconsina dalam Membangun Citra Publik di Instagram Amelia, Nike Firnanda Dwi; Nur Fadhilah, Sevia; Febriana, Poppy
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.726

Abstract

This research aims to analyze Prilly Latuconsina's online identity in building her public image through the Instagram platform. This research uses descriptive qualitative research method by analyzing the content of Prilly's uploads on Instagram, including photos and captions that reflect the values and messages she wants to convey to the audience. The results of this study show that Prilly succeeded in creating a positive and inspiring image through effective visual and narrative communication strategies, reflecting her role as an artist and educator. Erving Goffman's dramaturgy theory is applied to understand how Prilly builds her public image on social media, by distinguishing between the “front stage” and “back stage” in her social interactions. The results of this study provide insight into the importance of personal branding in the context of social media for public figures.
Online Identity Analysis of Public Figure Ketut Permata Juliastrid in Instagram Social Media: Analisis Identitas Daring Tokoh Publik Ketut Permata Juliastrid dalam Media Sosial Instagram Amiruddin, Muchammad Dicky; Febriana, Poppy
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.728

Abstract

Technological advancements have driven the popularity of social media, providing many benefits, especially in easy and fast global communication. One of the rapidly growing platforms is Instagram, which is not only used to share photos and videos, but also to express oneself and form an online identity. Public figures such as Ketut Permata Juliastrid, utilize Instagram to build their self-image. This research aims to examine Ketut Permata Juliastrid's online identity formation through managing context collapse and authenticity, and to explore the risks and opportunities related to privacy and surveillance that arise in the use of social media. The study reveals that Tata manages her identity by utilizing personal stories and compelling visuals to build an emotional connection with her followers. However, this also brings challenges in maintaining a balance between public expectations and personal privacy. This research provides insight into the strategies used by public figures in building online identities in the digital age, as well as the challenges faced in protecting their privacy. Highlights: Online Identity & Authenticity – Public figures like Ketut Permata Juliastrid craft their online identity using personal stories and visuals to connect emotionally with followers. Context Collapse Management – Balancing different audience expectations requires careful curation of content to maintain authenticity while managing public perception. Privacy & Surveillance Risks – Sharing personal aspects online poses challenges in protecting privacy and navigating potential surveillance threats. Keywords: Online Identity, Context Collapse, Authenticity, Privacy and Survaillance
Online Identity Analysis of Public Figure Deddy Corbuzier on Instagram Account @Mastercorbuzier: Analisis Identitas Online Tokoh Publik Deddy Corbuzier pada Akun Instagram @Mastercorbuzier Listianto, Abdul Yudha Fahrezha; Fibisono, Pandu Bagus; Febriana, Poppy
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.730

Abstract

In the digital age, social media, especially Instagram, has played an important role in shaping one's identity and public image. Deddy Corbuzier, an Indonesian influencer and celebrity, uses this platform to project his self-image through consistent and authentic content. This research investigates how he manages his digital identity in the face of challenges such as context collapse meeting audiences with diverse backgrounds as well as risks such as cyberbullying and privacy violations. The findings show that Deddy implements adaptive communication strategies and maintains authenticity despite being faced with criticism. In addition, the study discusses potential proactive measures to deal with such risks, including strengthening data protection regulations and increasing public awareness. By strategically utilizing social media, individuals can not only build strong personal branding but also create a safer digital ecosystem. Highlights: Adaptive Digital Identity Management – Deddy Corbuzier navigates context collapse by tailoring his communication while maintaining authenticity to engage diverse audiences. Handling Risks and Criticism – He employs strategies to manage cyberbullying and privacy concerns, balancing transparency with personal boundaries. Proactive Digital Safety Measures – Strengthening data protection laws and public awareness can enhance both personal branding and a safer online environment. Keywords: Online Identity, Instagram, Public Figure, Deddy Corbuzier
Analysis of Jefri Nichol's Identity and Image Development on the Instagram Account @Jefrinichol: Analisis Identitas dan Pengembangan Citra Jefri Nichol pada Akun Instagram @Jefrinichol Arifin, Muchammad Dhani; Rizq Iskandar, Rayhan; Febriana, Poppy
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.731

Abstract

The phenomenon of identity development in the digital era is increasingly interesting, especially through social media platforms like Instagram. This study aims to analyze how Jefri Nichol builds his identity and image through the Instagram account @jefrinichol. The method used is a descriptive qualitative approach, focusing on content analysis of photo and video uploads as well as interactions with his followers. The research results show that Jefri Nichol consistently leverages Instagram to promote his image as an actor and model while building closer relationships with fans. The novelty of this research lies in the depiction of a dynamic and diverse public identity, as well as how he manages personal narratives behind his public roles, making this study relevant for communication and social media studies.
Impression Management in Online Identity Formation: A Case Study on Dea Anugrah on Social Media Instagram: Manajemen Kesan Dalam Pembentukan Identitas Daring : Studi Kasus Pada Dea Anugrah di Media Sosial Instagram Septian, Yusuf; Febriana, Poppy
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.733

Abstract

The development of information and communication technology has changed the dynamics of social identity online, with social media becoming the main platform for sharing information and interacting. This phenomenon encourages individuals to build online identities that reflect who they are, what they believe, and how they want to be recognised by their audiences. One example of a public figure active in the world of literature and media is Dea Anugrah, a writer and content creator who uses social media, particularly Instagram, to shape and manage her online identity. Based on the theory of impression management (dramaturgy) developed by Erving Goffman, this analysis explores how Dea Anugrah utilises Instagram to build her image as a writer, podcast host, and documentary host. In the front stage phase, she intentionally uploads content that is relevant to her audience, while in the back stage phase, she carefully prepares the content before it is published. The results of the analysis show that Dea Anugrah successfully uses Instagram features to manage her online identity effectively, with planned content and collaboration with other figures to expand her reach. Suggestions for her future online identity management include content diversification, increased interaction with audiences, and more careful privacy management to keep personal data safe. Highlights: Impression Management: Dea Anugrah strategically curates her Instagram content to shape her identity as a writer, podcast host, and documentary presenter, aligning with Goffman’s dramaturgy theory. Content Strategy: She effectively uses planned posts, collaborations, and platform features to expand her audience reach and maintain engagement. Future Improvements: Recommendations include diversifying content, enhancing audience interaction, and strengthening privacy management to protect personal data. Keywords: Social Media, New Media, Personal Branding, Instagram
Online Identity Analysis of Public Figure Raffi Ahmad : Analisis Identitas Online Tokoh Publik Raffi Ahmad Wardhana, Bagas Kusuma; Rohman, M. Alim Syafiur; Febriana, Poppy
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.740

Abstract

Raffi Ahmad has successfully created a strong and contemporary online persona, leveraging comedy, character personification, and customizable content to stay relevant in the digital world. He has navigated the challenges of online reputation and audience engagement with ease. However, there is a need for further strategic measures to safeguard his privacy and protect against the risks associated with negative participatory surveillance. This analysis explores how Raffi Ahmad has built and maintained his digital identity, managed interactions with his diverse audience, and dealt with privacy and reputation concerns in the digital era. The findings suggest that while Raffi has established a powerful online presence, there are critical areas where more proactive measures are needed to protect his personal information and reputation. Highlights: Strategic Digital Identity – Raffi Ahmad effectively uses humor, character personification, and interactive content to maintain a strong and adaptable online persona. Audience Engagement & Reputation Management – He skillfully navigates audience interactions and online reputation, ensuring sustained relevance in the digital space. Privacy & Security Risks – Despite his success, proactive measures are needed to safeguard his personal information and mitigate risks from negative participatory surveillance. Keywords: Raffi Ahmad, Social Media, Public Figure
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 Ridwan, Elent Praditya; Syafira, Aulia Firda; Febriana, Poppy
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.
Building Self-Image: Tasya Farasya's Personal Branding Strategy as a Beauty Influencer: Membangun Citra Diri: Strategi Personal Branding Tasya Farasya sebagai Beauty Influencer Wahyu, Ana Sofiana; Nasya Avrilia Herista; 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.774

Abstract

Social media has become an important platform in building personal branding in the digital era. This research aims to explore Tasya Farasya's personal branding strategy as a beauty influencer through a descriptive qualitative approach using Social Identity Theory. The research method was conducted through in-depth observation of Tasya Farasya's social media content on Instagram, YouTube, and TikTok platforms. The results showed that Tasya succeeded in building a strong personal branding through several main strategies, namely specialisation in beauty, consistency of content, active interaction with followers, honesty, and optimal use of social media. Analysis using the concepts of categorisation, identification and intergroup comparison in Social Identity Theory reveals how Tasya constructs her identity as an influential beauty influencer. This research provides an in-depth insight into the formation of personal branding on social media and the potential of individuals in building an authentic and influential self-image.
Co-Authors Abda Abda Abdul Yudha Fahrezha Listianto Abidin, Irsyad Adella Eka Ridwanti Adinda Rachmanillah Agnes Devita Yuli Agustin , Anggi Tri Agustin, Tri Putri Ahmad Gilang Permata Ainur Rochmaniah Ainur Rochmaniyah Akbar Sulistyo Al Faruqi, Muhammad Anwar Mussaddad Alfin Imam Mahsus Alfya Octovi Azzahra Effendi Amelia, Nike Firnanda Dwi Amerta, Jasmin Nabila Amin, M. Waladan Amiruddin, Muchammad Dicky Ammirudin, Adam Angger Siswanto Arba Choirul Umam Ardana, Retno Anggraini Tri Arifin, Alif Muzaki Nur Arifin, Muchammad Dhani Ariko, Muhammad Firmansyah Alana Marsa Artamevia, Delly Puspita Asthetika, Nur Maghfirah Asy'ari, Nur Aini Shofiya At-Thaariq, Muhammad Nauval Aulia Maharani Aulia Rahmawati, Aulia Az Zahra, Amelia Putri Azharul Hakim Baswedan, Fauzi Bilmukharom, Ahmad Faza Bisri, Muhammad Hasan Bocca Della Verita Bryan Mahendra Putra Jona Caliesta Tiara Z Chairunnisa Trisna Febryanasari Cholidatul Lifia Cholifah, Cholifah Chusna, Rahma defliana, shinta nur Desyam Tri Wahyuni Desyam Tri Wahyuni Devi Loveitha Dewi Agustina Pratiwi Dewi, Audry Shintya Dewi, Novita Purnama Dhavy Raga Siwi Diniar, Syafiya Puspa Dwi Saputri, Maydiana Dyah, Hapsari Enanti, Dea Syafrina Erfina Monica Putri Evie Destiana Faizin, Moch. Nur Fajar, Dian Arif Fajarudin, Muhammad Guntur Satrio Fajrur, Muhammad Faqihuddin, M Syafri Faris Tri Hidayat Fauzan Aziz Fauziah Hassan Febriyanti, Syafrida N. Fibisono, Pandu Bagus Fibriana, Adinda Herna Fidari, Sala Salsabila Fikri, Andi Fikrianto, Icho Ade Firda Sania , Alivia Monicha Firman Kurniawan, Firman Firmansyah Putra, Muhmmad Fahrus Firmansyah, Yoga Dwi Fitraeni, Shafa Ardesta Fitrianingsih, Intan Frigiyanto, Kharisma Galih Kenyo Asti Gilang Aryogy Surya Prayoga Hafidloh, Nurul Halimi, Halimi Hapsari Dyah Heri Yanto Hidayah, Muhammad Bilal Nur Hidayat, Azamul Hidayati, Felia Ivana Ilmi Usrotin Choiriyah Imania Melati Imania Melati Putri Intan Insanni Johansyach, Muhammad Wildan Kenneth Lee Tze Wui Khafi, Akhmad Abi Dafiq Khuzaima Dwi Nur'aini Lestarysca Lestarysca Listianto, Abdul Yudha Fahrezha Loveitha, Devi M Rigel Putra R M. Andi Fikri Mahaputra, Muhamad Bagas Martinez, Lea Maslichatus Sholichah Maulana, Muhammad Iqbal Miftachul Jannah Miftachul Jannah, Miftachul Mirza Pramudiasih Nirwana Mochamad Rizal Yulianto Mochammad Gilang Ramadhani Mochammad Rigel Putra Moh Ar Raafi Ahsa Febian Mohammad R, Alfaro Muchammad Royyanul Wahabi Mufadhilatul Hidayah Muhamamd Khafid Al-Furqon Muhammad Afif Muhammad Dhaldiri Zain muhammad dicky Muhammad Fajrur Muhammad Rafli Sadar Darmawan Siahaan Muhammad Raqib Mohd Sofian Muhammad Rizal Firdaus Muhammad Yani Muhammad Yani, Muhammad Mukhamad Bagas Pramono Mulyanto, Kharisma Putri Nabila Ayu Bakhta Nabila Ayu Bakta NABILA, SALMA Nabillah Amira Firdausi Nasya Avrilia Herista Nefrida Jandini Nick Samudra Nikmah, Hadiyatun Nirvana Abdillah Sandi Nur Fadhilah, Sevia Nur Maghfira Aesthetika Nur Maghfirah Aesthetika Nur Maghfirah Asthetika Nurisna, Aisya Brilianty Nursadapu, Dhea Novita Nurul Aziza Nurul Fathihin Mohd Noor Shah Nur’aini, Khuzaima Dwi Nygymanova, Nurbany Orvella Clara Chiquita Osa Wuriyanti Pandhu Pratama Wicaksono Prakoso, Satriya Agung Prameswari Widya Ningrum Pramono, Mukhamad Bagas Prastyo, Muhammad Fajar Dicky Pratiwi, Riza Khirey Tri Pristalisa, Mendi Endritha Pudjasetia, Faraby Al- Alirsyad Putra, Andre Astana Putra, Trie Marchenggar Putra, Wahyu Ferdiansyah Putri Ermanu , Khodriatul Rizeta Putri, Fayza Maulina Putri, Sectiari Elya Rachmadita, Kartika Alfi Rachman, Silviyana Radiyan, Wildan Bisma Raharjo, Rico Widoseno Rahma, Silva Tarrysa Rahmawati, Devi Irda Rahmawati, Milla Raihan, Muhammad Fajar Ramadhani Putra Ramadhani, Nafianto Rashid Ridha Ratih Puspa Refisca, Syania Fidya restyadiana, Agmi Rhefale, Muhammad Izahan Maulana Ridwan, Elent Praditya Ridwanti, Adella Eka Rifhan, Syafrilla Ainayatul Ririn Puspita Tutiasri Rizma Ayu Angeli Rizq Iskandar, Rayhan Rochmania, Ainur Rohani , Dewi Lita Rohman, M. Alim Syafiur Romadhona Safitri Rustanti, Delia Putri Sala Salsabila Fidari Salma Aisya Samudra, Nick Sani, Zara Aprilia Sania Safira Luniar Sari, Dea Puspita Sari, Dessy Nanda Satrio Wicaksono Septian, Yusuf Shinta Anastasya Putri Shinta Dwi Andriani Budiartho Sobirov, Bobur Sofia Hayati Yusoff Sri Wahyuni Subrata, Isa Darwisy Sukma, Devita Candra Sulistyo, Akbar Sundari, Ismi Putri Surya Citra Syafira, Aulia Firda Syafrilla Ainayatul Rifhan Syifa Nabila Al Kautsar Thifaal Kautsar Roosyidah Totok Wahyu Abadi Tze Wui, Kenneth Lee Ubaidirrohman, Wildan Ubay, Nisrina Nur Ubeidillah, Himawan Alfan Umroh, Lily Amelia Utomo, Zulkifli Arizalu Satrio Wahyu, Ana Sofiana Wardhana, Bagas Kusuma Wendyana, Dinda Wicaksono, Pulung Adi Wijayanti, Novita Fitri Wimeta Islam Sabila Wisnu Arief Fatulloh Yuni Khoirul Fatimah Zakiyan Fadlillah , M Ghulam Zara Aprilia Sani