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All Journal EMBISS: Jurnal Ekonomi, Manajemen, Bisnis, Sosial
Yonavilbia , Eka
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Perspektif Generasi Z Pada Personal Branding Akun Instagram The Connell Twins Cantika, Ratna; Yonavilbia , Eka
JURNAL EKONOMI, MANAJEMEN, BISNIS, DAN SOSIAL (EMBISS) Vol. 5 No. 2 (2025): Februari 2025
Publisher : CV ODIS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59889/embiss.v5i2.375

Abstract

The Connell Twins are influencers who carry out interesting personal branding activities for Generation Z. The content on The Connell Twins' Instagram account displays lifestyle content that has a negative impact. This study aims to analyze the perspective of Generation Z on personal branding built by The Connell Twins through the Instagram social media platform. Instagram has become one of the main social media used to share visual content. This study uses a qualitative descriptive method and an interview, observation, and documentation approach. This study uses the Use and Effect Theory to understand the impact of social media in shaping lifestyle and self-perception among Generation Z. The results of the study indicate that although The Connell Twins have succeeded in building an iconic and attractive self-image for their followers, there is a risk of negative impacts, especially related to unrealistic lifestyles and cultural norms that are not always in accordance with the social environment of their followers in Indonesia
Co-Authors Cantika, Ratna