Strategi Personal Branding Influencer dalam Meningkatkan Engagement di Media Sosial Instagram
DOI:
https://doi.org/10.63200/jebmass.v4i2.259Keywords:
Personal Branding, Influencer, Engagement, Instagram, Media Sosial, Influencer MarketingAbstract
Perkembangan Instagram sebagai media sosial telah membuka peluang bagi influencer untuk membangun personal branding guna menarik dan mempertahankan keterlibatan audiens. Penelitian ini bertujuan untuk menganalisis strategi personal branding influencer dalam meningkatkan engagement di Instagram. Fokus penelitian mencakup lima dimensi personal branding, yaitu authenticity, consistency, differentiation, storytelling, dan audience interaction. Penelitian menggunakan pendekatan kualitatif melalui studi literatur dengan menganalisis berbagai teori dan hasil penelitian terdahulu terkait personal branding dan engagement media sosial. Data diperoleh dari jurnal ilmiah, buku, dan sumber akademik yang relevan.Hasil penelitian menunjukkan bahwa personal branding yang efektif mampu meningkatkan engagement secara signifikan. Authenticity membangun kepercayaan audiens, consistency memperkuat identitas influencer, differentiation menciptakan keunikan, storytelling meningkatkan keterikatan emosional, dan audience interaction memperkuat hubungan dengan pengikut. Dengan demikian, penerapan kelima dimensi tersebut menjadi faktor penting dalam meningkatkan engagement di Instagram.
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