<![CDATA[This research aims to explore the construction of professional identity of digital marketing workers in Indonesia through social media narratives. Using a qualitative approach with narrative analysis method, this study analyzes social media content from 30 active digital marketing practitioners on Instagram, LinkedIn, and Twitter/X over a 6-month period. Data were collected through social media document analysis and in-depth semi-structured interviews. Findings identify six main themes in professional identity construction: (1) expertise and competence narratives demonstrating professional capability, (2) professional journey narratives emphasizing continuous growth, (3) values and professional ethics narratives reflecting integrity, (4) community engagement narratives showing relational orientation, (5) authenticity and relationship narratives balancing professionalism with personal authenticity, and (6) cultural hybridization narratives integrating Indonesian local values with global professional standards. This research finds that Indonesian practitioners uniquely construct professional identity through cultural hybridization strategies, strong community orientation, and navigation of the authenticity paradox in strategic self-presentation. Theoretical implications enrich understanding of professional identity construction in emerging digital professions, while practical implications provide guidance for practitioners, industry, and policymakers in developing professionalism in the digital era.]]>
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