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All Journal International Journal of Science and Society (IJSOC) Komunika: Jurnal Dakwah dan Komunikasi
Darsono, Nabila Putri
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Religion Humanities Languange, Linguistic, Communication & Media Materials Science & Nanotechnology Social Sciences

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Queens of the Digital Realm: Unveiling of Female Social Media through Personal Branding Analysis Darsono, Nabila Putri; Ernungtyas, Niken Febrina
KOMUNIKA: Jurnal Dakwah dan Komunikasi Vol. 18 No. 1 (2024)
Publisher : Fakultas Dakwah UIN Saizu Purwokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24090/komunika.v18i1.9353

Abstract

Personal branding is a crucial aspect of communication, particularly in social media. Someone who can influence others, usually referred to as an influencer, must have positive personal branding from the public perspective. An influencer can come from various industries besides entertainment, including politics and lifestyle. The research was conducted to examine personal branding as displayed by Maria Rahajeng and Tsamara Amany through their Instagram personal account, @tsamaradki, and @mariarahajeng, and to describe the alignment of their personal branding with the eight main concepts of Montoya's concepts. This study employed a postpositivist qualitative research methodology that focused on the personal branding phenomenon formed by the two influencers. This study uses eight main concepts of personal branding Montoya in analyzing content posted by the two influencers. Data was gathered from the influencer’s accounts through feeds, Instagram stories, reels, and comment features. Research results show that the personal branding displayed by Maria Rahajeng and Tsamara Amany differs according to the context of their work, where the two influencers show their respective advantages. Both influencers possess contrasting abilities in various aspects of Montoya’s eight main concepts in personal branding, setting them apart from one another.
Instagram Endorsement Content Analysis: Depiction of Luxury Lifestyle Representation Ramadanti, Fajrin; Darsono, Nabila Putri; Yunus, Ulani
International Journal of Science and Society Vol 6 No 2 (2024): International Journal of Science and Society (IJSOC)
Publisher : GoAcademica Research & Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54783/ijsoc.v6i2.1192

Abstract

The lifestyle portrayed by an influencer in endorsement content encourages the audience to adopt similar behaviors by using the same products or services. Therefore, influencers with a large follower base can help marketers expand their target audience and potential customer base. Building on previous research, this study aims to examine how Maria Rahajeng's endorsement content on Instagram represents lifestyle. Researchers used the concept of lifestyle and 4R concept (reach, relevance, resonance, and relationship). This research uses a descriptive qualitative approach with content analysis techniques. The results of this study show that there is high engagement in the content uploaded by Maria Rahajeng with topics associated with everyday life which makes the content message acceptable to the audience. In addition, Maria Rahajeng's instagram content also shows interactive elements through the comment column feature. Maria Rahajeng also shows a luxurious lifestyle through the products she advertises and the elegant concept in wrapping her endorsement content. Apart from the luxury products she advertises, Maria Rahajeng also shows a luxurious lifestyle through documentation of her attending exclusive events for influencers.
Co-Authors Ernungtyas, Niken Febrina Ramadanti, Fajrin Yunus, Ulani