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p-Index From 2020 - 2025
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All Journal RESLAJ: Religion Education Social Laa Roiba Journal
Irvia Amananda
Unknown Affiliation
Religion Economics, Econometrics & Finance Education Environmental Science Social Sciences

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Konstruksi Personal Branding pada Avatar Game: Studi Kasus pada Komunitas LUXES Ayodance Mobile Indonesia Irvia Amananda; Yuli Candrasari
Reslaj: Religion Education Social Laa Roiba Journal Vol. 7 No. 8 (2025): RESLAJ: Religion Education Social Laa Roiba Journal
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/reslaj.v7i8.8624

Abstract

This study aims to understand how players of Ayodance Mobile Indonesia build personal branding through avatars in the virtual world. The research uses a qualitative descriptive method with data collected through interviews, observation, and documentation. The analysis reveals that personal branding of avatars is based on various functions and purposes among players, focusing on attractive visual appearance and gaming skills. Players have the freedom to customize their avatar identities without using their real identities. Instagram plays an important role in strengthening personal branding by sharing visual content of avatars. Additionally, the Luxes community acts as a support system in the process of forming virtual identities.
Co-Authors Yuli Candrasari