Proceedings of the International Conference on Community Empowerment and Engagement (ICCEE 2021)

Microblog Used as Personal Branding

Study on Instagram Account @vikirahardja

Authors
Fadhila Azzahra Apridita1, Nieldya Nofandrilla2, *
1,2Communication Science Department, Universitas Muhammadiyah Surakarta
*Corresponding author. Email: nn291@ums.ac.id
Corresponding Author
Nieldya Nofandrilla
Available Online 9 May 2022.
DOI
https://doi.org/10.2991/assehr.k.220501.006How to use a DOI?
Keywords
Instagram; social media; microblog; personal branding
Abstract

As social media, Instagram can be utilized to send messages, in the form of either writing or images, to the public. One of the barista influencers, Viki Rahardja (@vikirahardja), employed it to build strong personal branding. The purpose of this study is to describe how a microblog can be used as a way to build personal appeal on the @vikirahardja Instagram account. The data analysis technique used was qualitative content analysis by looking at and examining the meaning of a text message contained in microblog content based on the personal branding concept of Peter Montoya. The results revealed that Viki Rahardja had met the criteria in the formation of personal branding according to eight main concepts: specialization, leadership, being a good personality figure, having visibility, highlighting distinctiveness, having values and behaviors that match him (unity), being consistent/persistence, and providing goodwill and positive values to all audiences.

Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

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Volume Title
Proceedings of the International Conference on Community Empowerment and Engagement (ICCEE 2021)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
9 May 2022
ISBN
978-94-6239-574-9
ISSN
2352-5398
DOI
https://doi.org/10.2991/assehr.k.220501.006How to use a DOI?
Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

Cite this article

TY  - CONF
AU  - Fadhila Azzahra Apridita
AU  - Nieldya Nofandrilla
PY  - 2022
DA  - 2022/05/09
TI  - Microblog Used as Personal Branding
BT  - Proceedings of the International Conference on Community Empowerment and Engagement (ICCEE 2021)
PB  - Atlantis Press
SP  - 43
EP  - 51
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220501.006
DO  - https://doi.org/10.2991/assehr.k.220501.006
ID  - Apridita2022
ER  -