<![CDATA[This study examines the strategies employed by young entrepreneurs in Indonesia to build and sustain personal branding through social media platforms. The rapid expansion of digital ecosystems has repositioned social media from a communication channel into a strategic instrument for identity construction, credibility formation, and business growth. Adopting a qualitative literature review method, this research synthesizes findings from twenty-five reputable academic and industry sources published between 2005 and 2024, including peer-reviewed journal articles, monographs, and policy reports. Data were analyzed thematically to identify recurring patterns across platforms such as Instagram, TikTok, LinkedIn, and YouTube. The results indicate that effective personal branding among young entrepreneurs rests on five interrelated pillars: authenticity of self-presentation, consistency of narrative, strategic content planning, community engagement, and continuous evaluation of digital audience response. The findings also reveal that personal branding functions not only as a marketing tool but also as a form of professional literacy that shapes entrepreneurial confidence. The study concludes with practical recommendations for aspiring young entrepreneurs and educators guiding digital literacy programs in Indonesian higher education.]]>
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