<![CDATA[Gibran is a public official who has remained active on Instagram since assuming the role of Vice President. He utilizes social media to facilitate two-way communication with the public, leveraging his distinctive traits to cultivate an image that subsequently aids his political communication efforts. This study aims to analyze Gibran Rakabuming Raka’s personal branding as Vice President through Instagram. It employs a descriptive research design with a qualitative approach and utilizes content analysis as the research method. The findings indicate that, based on Montoya and Vandehey’s (2008) eight concepts of personal branding, the brand image established on his Instagram account (@gibran_rakabuming) leans most heavily toward the concepts of distinctiveness and personality. Gibran demonstrates a strong ability to build relationships with his followers on the platform.]]>
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