Personal Branding pada Konten Feeds Fashion Blogger @tamaradai dan @elikaboen di Instagram

Cecilia Liusca Winata; S. Kunto Adi Wibowo; Ikhsan Fuady

doi:10.32509/pustakom.v7i1.3044

Personal Branding pada Konten Feeds Fashion Blogger @tamaradai dan @elikaboen di Instagram

Cecilia Liusca Winata, S. Kunto Adi Wibowo, Ikhsan Fuady

Abstract

Thanks to the emergence of Instagram as a social media platform, the popularity of fashion bloggers has been increasing, and they have utilized the power of Instagram to build their personal branding based on their expertise in specific fields. By effectively building and promoting their personal branding, fashion bloggers can enhance their visibility, attract new followers, and generate higher income and engagement rates. This research aims to analyze the content of two prominent fashion bloggers, @tamaradai and @elikaboen, on Instagram. The study examined 128 photo posts obtained through sample size calculation. Hypothesis testing was conducted using quantitative descriptive statistical analysis and Pearson Chi-Square test with IBM SPSS software version 26. Data collection involved observing image-based fashion blogger content and manually coding the data using a coding book. The findings indicate that the fashion theme is the most dominant in the content feeds of both fashion bloggers, and the majority of posts do not contain hashtags or mentions of brands or other entities. The statistical analysis results demonstrate a significant relationship between certain image content categories and the external relationship category, particularly in terms of tag usage and mentions with '@'.

Keywords

Personal Branding; Fashion Blogger; Instagram

Full Text:

PDF

References

Colliander, J., & Marder, B. (2018). 'snap happy’ brands: Increasing publicity effectiveness through a snapshot aesthetic when marketing a brand on Instagram. Computers in Human Behavior. https://doi.org/10.1016/j.chb.2017.09.015

Fardouly, J., Diedrichs, P. C., Vartanian, L. R., & Halliwell, E. (2015). Social comparisons on social media: THE impact of Facebook on young women’s body image concerns and mood. Body Image. https://doi.org/10.1016/j.bodyim.2014.12.002

Hudders, L., Jans, S. De, & Veirman, M. De. (2021). The Commercialization of Social Media Stars: A Literature Review and Conceptual Framework on the Strategic Use of Social Media Influencers. In Social Media Influencers in Strategic Communication. https://doi.org/10.4324/9781003181286-3

Khedher, M. (2014). Personal branding phenomenon. International Journal of Information, Business and Management.

Kontu, H. (2015). Creating a strategy for social media: Perspectives from the fashion industry. https://www.proquest.com/docview/2204778544

Liu, R., & Suh, A. (2017). Self-Branding on Social Media: An Analysis of Style Bloggers on Instagram. Procedia Computer Science. https://doi.org/10.1016/j.procs.2017.12.124

Miles, J. (2019). Instagram Power Build Your Brand and Reach More Customers with Visual Influence. In McGraw-Hill Education.

MN Nuñez. (2019). Womenpreneurs in a Digital environment: Utilizing Instagram to build a personal brand. University of South Florida.

Perloff, R. M. (2014). Social Media Effects on Young Women’s Body Image Concerns: Theoretical Perspectives and an Agenda for Research. Sex Roles. https://doi.org/10.1007/s11199-014-0384-6

Phua, J., Jin, S. V., & Kim, J. (Jay). (2017). Gratifications of using Facebook, Twitter, Instagram, or Snapchat to follow brands: The moderating effect of social comparison, trust, tie strength, and network homophily on brand identification, brand engagement, brand commitment, and membership intentio. Telematics and Informatics. https://doi.org/10.1016/j.tele.2016.06.004

Riffe, D., Lacy, S., Watson, B. R., & Fico, F. (2019). Analyzing Media Messages: Using Quantitative Content Analysis in Research Fourth Edition. In Analyzing Media Messages: Using Quantitative Content Analysis in Research.

Safitri, Y. (2017). Personal Branding Through Fashion Blogging. Humaniora. https://doi.org/10.21512/humaniora.v8i1.3697

Schivinski, B., & Dabrowski, D. (2016). The effect of social media communication on consumer perceptions of brands. Journal of Marketing Communications. https://doi.org/10.1080/13527266.2013.871323

Statista. (2023). Number of Instagram users worldwide from 2020 to 2025.

Viţelar, A. (2019). Like Me: Generation Z and the Use of Social Media for Personal Branding. Management Dynamics in the Knowledge Economy. https://doi.org/10.25019/mdke/7.2.07

DOI: https://doi.org/10.32509/pustakom.v7i1.3044