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All Journal House of Wisdom: Journal on Library and Information Sciences
Amru, Muhammad Nafis Ilyasa’
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Social Sciences

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Journal : House of Wisdom: Journal on Library and Information Sciences

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Building Abe's Personal Brand Through TikTok Content Strategy: Membangun Merek Pribadi Abe Melalui Strategi Konten TikTok Amru, Muhammad Nafis Ilyasa’; Rochmaniah, Ainur
House of Wisdom: Journal on Library and Information Sciences Vol. 1 No. 3: Oktober
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/how.v2i1.103

Abstract

Building a personal brand is crucial for enhancing one's visibility and establishing a good reputation. This study aims to identify the strategies employed by content creators in building Abe's personal brand on the TikTok social media platform. The research method used in this study is qualitative descriptive. Data was collected using content analysis techniques on the TikTok account @abe_daily. The results of this study found that Benny has successfully built Abe's personal brand as a funny and active child while interacting with his followers. This also indicates that Benny, as Abe's father, has implemented good parenting practices, as demonstrated by Abe's development as a healthy and active toddler. Highlights: Benny successfully builds Abe's personal brand as a funny, active child. Content strategy focuses on interaction with followers to enhance engagement. Parenting practices are reflected in Abe's development as a healthy toddler. Keywords : Personal Branding, Media Sosial, Tiktok, @Abe_Daily
@abe_daily's TikTok Content Strategy in Building Abe's Image: Strategi Konten TikTok @abe_daily dalam Membangun Citra Abe Amru, Muhammad Nafis Ilyasa’; Rochmaniah, Ainur
House of Wisdom: Journal on Library and Information Sciences Vol. 2 No. 2: July
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/how.v2i2.242

Abstract

Abstract. General Background: Personal branding plays a crucial role in shaping public perception and maintaining a positive reputation in the digital era. Specific Background: TikTok, with its short-video format and interactive features, offers unique opportunities for personal branding, even for children, through parental involvement. Knowledge Gap: While studies have explored influencer branding on social media, limited research examines personal branding strategies for young children developed through parental content creation. Aims: This study aims to analyze the strategies employed by Benny, as a content creator and father, in building Abe’s personal brand via the TikTok account @abe_daily. Results: Using qualitative descriptive methods and content analysis, findings reveal that Benny consistently applies eight core principles of personal branding—specialization, leadership, personality, distinctiveness, visibility, unity, persistence, and goodwill—resulting in Abe being perceived as a humorous and active child. Novelty: This research highlights the integration of parenting values into digital branding strategies, bridging child development and media engagement. Implications: The findings provide insights for parents, educators, and digital content creators on fostering authentic, ethical, and developmentally supportive personal branding practices in online environments. Highlights: Combines parenting values with digital branding strategies. Applies eight core principles of personal branding to child content. Offers ethical insights for building authentic child personas online. Keywords: Personal Branding, TikTok, Digital Parenting, Content Strategy, @Abe_Daily
Co-Authors Rochmaniah, Ainur