Exploration of Personal Branding on Social Media and Its Implications for Student Self-Identity

Salsabilla; Wenda Asmita; Nur Zakinah; Pinkan Apriliani Herdita; Titian Kasih

Authors

Salsabilla Universitas Islam Negeri Sjech M.Djamil Djambek Bukttinggi
Wenda Asmita Universitas Islam Negeri Sjech M.Djamil Djambek Bukttinggi
Nur Zakinah Universitas Islam Negeri Sjech M.Djamil Djambek Bukttinggi
Pinkan Apriliani Herdita Universitas Islam Negeri Sjech M.Djamil Djambek Bukttinggi
Titian Kasih Universitas Islam Negeri Sjech M.Djamil Djambek Bukttinggi

Keywords:

Personal branding, social media, self-identity, students, digital era

Abstract

In today's digital era, social media has become an integral part of students' lives. Platforms such as Instagram, Facebook, and TikTok are not only used for communication and entertainment, but also become a strategic means in building personal branding. Personal branding is the process of individuals promoting and forming a desired self-image in the eyes of the public, which is increasingly important to support self-confidence, self-actualization, and future career opportunities. This phenomenon is growing along with the increasing penetration of the internet and the use of social media among the younger generation of Indonesia, where social media has become the main space for self-actualization and identity formation. However, behind the opportunities offered, there are challenges in the form of pressure to always appear perfect and maintain consistency between digital image and self-reality, which can trigger identity conflicts and impact students' mental health. Therefore, it is important to understand how students use social media in building personal branding and its implications for brand identity. Data were collected through in-depth interviews, observations, and documentation of a number of active students who use social media. Data analysis was carried out thematically to identify patterns of personal branding formation and their implications for students' self-identity. The results of the study showed that students use social media to consistently display their uniqueness, interests, and personal values. Personal branding built through social media can increase self-confidence, expand friendship networks, and open up opportunities in academic and professional fields. However, challenges are also found in the form of pressure to always appear perfect and consistency between digital image and self-reality, which can trigger identity conflicts. In general, personal branding on social media plays a significant role in the formation of students' self-identity in the digital era, but it needs to be balanced with awareness of authenticity and mental health.

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