<![CDATA[The development of social media has provided freedom in determining how platforms are used, both for entertainment and communication. There are various types of social media platforms such as Facebook, X (formerly known as Twitter), Instagram, WhatsApp, and TikTok, which enable the rapid and widespread dissemination of information. The use of social media as a communication tool and for building personal branding among young politicians in Indonesia is growing rapidly, with TikTok in particular becoming an effective tool for them to introduce themselves, promote their vision and mission, and interact with the public. The purpose of this study is to determine and analyze the influence of Vasko Ruseimy's personal branding through TikTok content on the formation of a positive image among his followers in the aftermath of the West Sumatra flood. This study employs a quantitative approach grounded in the philosophy of positivism, aiming to examine the influence between two variables. The population of this study consists of all of Vasko Ruseimy's TikTok followers, totaling 4,481 followers. Using the Slovin formula with a margin of error of 10%, a sample size of 98 respondents was obtained, determined through a non-probability sampling technique, namely purposive sampling. Data were collected through the distribution of questionnaires, with the data processing stage conducted using statistical testing through the SPSS application to examine the extent of the influence of personal branding on positive image formation. The results of this study indicate that the personal branding built by Vasko Ruseimy through TikTok content has a significant and strong influence on the formation of a positive image among his followers in the aftermath of the West Sumatra flood.]]>
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