Proceedings of the International Conference on Educational Science and Teacher Education (ICESTE 2025)

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An Analysis of Personal Branding of the Beauty Influencer @sashfir through Her Instagram Content

Authors
Keisya Inayah Raifani1, *, Indrayanti Indrayanti1, Farida Aryani2
1Universitas Hasanuddin, Makassar, 90245, Indonesia
2Universitas Negeri Makassar, Makassar, 90222, Indonesia
*Corresponding author. Email: keisyaraifani@gmail.com
Corresponding Author
Keisya Inayah Raifani
Available Online 24 November 2025.
DOI
10.2991/978-2-38476-489-1_7How to use a DOI?
Keywords
Personal Branding; Beauty Influencer; Instagram
Abstract

Social media has become integrated into people’s lives with Instagram as the most popular platform in the beauty industry. Beauty influencers, such as @sashfir, play a role in creating beauty trends through their social media content. This study was conducted to better understand how @sashfir built her personal branding on Instagram. This study aims to: (1) examine how the beauty influencer known as @sashfir built her personal branding through Instagram content and (2) investigate how her followers responded to her personal branding. The study employed a descriptive qualitative method with data triangulation for data collection, consisting of observations, documentations, and semi-structured interviews to five respondents. The results of the study showed that: (1) @sashfir implemented specialization and prioritized consistency in creating content to build her personal branding; and (2) @sashfir personal branding was effective in influencing her followers, as evidenced by their responses on her Instagram. However, it is recommended that @sashfir increase her interaction with her audience to strengthen her relationship with her followers.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Educational Science and Teacher Education (ICESTE 2025)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
24 November 2025
ISBN
978-2-38476-489-1
ISSN
2352-5398
DOI
10.2991/978-2-38476-489-1_7How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Keisya Inayah Raifani
AU  - Indrayanti Indrayanti
AU  - Farida Aryani
PY  - 2025
DA  - 2025/11/24
TI  - An Analysis of Personal Branding of the Beauty Influencer @sashfir through Her Instagram Content
BT  - Proceedings of the International Conference on Educational Science and Teacher Education (ICESTE 2025)
PB  - Atlantis Press
SP  - 84
EP  - 92
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-489-1_7
DO  - 10.2991/978-2-38476-489-1_7
ID  - Raifani2025
ER  -