SHOFA, SELFIA DEWI and , Vinisa N.Aisyah, S.I.Kom., M.I.Kom (2023) Analisis Personal Branding Ayana Moon Di Instagram. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
In pursuing a career, an celebgram can apply a personal branding formation strategy through their social media. One of the celebrities implementing this strategy is Ayana Moon on her Instagram account @xolovelyayana. This study uses the basis of qualitative content analysis methods with data collection techniques in the form of online documentation techniques through social media. This study uses eight personal branding concepts by Peter Montoya. The research results obtained show that the Instagram account @xolovelyayana applies eight Peter Montoya personal branding concepts which include The Law of Specialization; ability (an celebgram who also doubles as a commercial advertising model), lifestyle (luxurious life as seen from the use of international brands), mission (collaborating with Indonesian artists), product (works in the form of books and webtoons), profession (works as celebgram as well as brand ambassador), The Law of Leadership (able to guide and direct his younger sibling), The Law of Personality (has a friendly and cheerful character but is less responsive to messages sent personally), The Law of Distinctiveness (a sense of pride in Indonesian culture, namely by wearing batik and Indonesian culinary specialties ), The Law of Visibility (storytelling caption writing style, feeds are dominated by mix and match content and hijab styling), The Law of Unity (constructed harmony between daily life and the virtual world), The Law of Persistance (diligently uploading Instagram content) and The Law of Goodwill (building relationships good with clients).
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Content Analysis, Personal Branding, Instagram, Influencer |
| Subjects: | H Social Sciences > HE Communications |
| Divisions: | Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi |
| Depositing User: | SELFIA DEWI SHOFA |
| Date Deposited: | 17 Feb 2023 02:38 |
| Last Modified: | 17 Feb 2023 02:38 |
| URI: | http://eprints.ums.ac.id/id/eprint/109775 |
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