Personal Branding and Behavioural Changes among the Millennial Generations in the Social Media (original) (raw)

Abstract

The use of the social media Instagram in Indonesia has resulted in significant impact toward the behavioural changes among the millennial generations of the nation. With regards to the statement, branding becomes a general activity that has been performed in the domain of marketing especially in today’s context. Branding might be performed in order to discern from one product of another so that the peculiar characteristics of the given product might appear to the surface. However, due to the development of the branding context, branding has penetrated many lines and this penetration also impacts the development of an individual in changing his or her behaviours within the social media alone. Therefore, throughout the study, there will be an analysis toward the formation of the celebgram’s personal branding that might alter the behaviours of the millennial generations whose identities have been prominent in the social media such as Instagram and Youtube. During the conduct of the stu...

Key takeaways

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  1. Awkarin's Instagram account has 5.2 million followers, demonstrating significant influence on millennial behavior.
  2. Personal branding relies on authenticity, consistency, and relevance to build trust among audiences.
  3. Awkarin's content promotes both fashion and compassion, affecting followers' purchasing decisions.
  4. Social Learning Theory illustrates how millennials mimic behaviors observed in social media influencers.
  5. Digital public relations integrate traditional methods and social media to enhance visibility and engagement.

Figures (5)

Figure 1. Profile Instagram Awkarin Sumber :https://www.instagram.com/awkarin/ Prior to being famous in Instagram, Awkarin was famous in YouTube as Vlogger Drama Queen in the first place. Awkarin owns a YouTube Channel under the name Karin Novilda. The contents that have been posted by Awkarin in this channel depict the love story between Karin and her ex-boyfriend Muhammad Gaga or popularly known as Gaga. Her love story was indeed full of drama. In one of her contents, she weeped sadly telling about her dissapointing love story. It is het love story that draws the attention of the YouTube users and, later, these users call her as the Vlogger Drama Queen. Ever since then, the subscriber of her account raised into 735,302 people. Not only that, her YouTube Channel was overwhelmed by so many followers and the number of her followers on Instagram has increased into 4,8 million people. This increase might be consulted in Figure | below.

Figure 1. Profile Instagram Awkarin Sumber :https://www.instagram.com/awkarin/ Prior to being famous in Instagram, Awkarin was famous in YouTube as Vlogger Drama Queen in the first place. Awkarin owns a YouTube Channel under the name Karin Novilda. The contents that have been posted by Awkarin in this channel depict the love story between Karin and her ex-boyfriend Muhammad Gaga or popularly known as Gaga. Her love story was indeed full of drama. In one of her contents, she weeped sadly telling about her dissapointing love story. It is het love story that draws the attention of the YouTube users and, later, these users call her as the Vlogger Drama Queen. Ever since then, the subscriber of her account raised into 735,302 people. Not only that, her YouTube Channel was overwhelmed by so many followers and the number of her followers on Instagram has increased into 4,8 million people. This increase might be consulted in Figure | below.

With the openness of the social media, many people have started to utilize the media for exposing their expression. For example, Awkarin has exposed her tiny body by using the open outfit in her Instagram account. Furthermore, on many occasions Karin has upload her dating style with Alfia Asyari, the guy with contemporary style who broke the relationship with her. These kinds of exposure have indeed resulted in the pros and contras among the millennial generations. The sensation of the news that have been exposed in her Instagram accounts invite the millennial generations to both respond to and bully these contents. The incidents that Awkarin has experienced with regards to this situation might be consulted in Figure 2 below. Figure 2. Deretan Kejadian Yang Dialami Oleh Awkarin Sumber : Instagram @Awkarin

With the openness of the social media, many people have started to utilize the media for exposing their expression. For example, Awkarin has exposed her tiny body by using the open outfit in her Instagram account. Furthermore, on many occasions Karin has upload her dating style with Alfia Asyari, the guy with contemporary style who broke the relationship with her. These kinds of exposure have indeed resulted in the pros and contras among the millennial generations. The sensation of the news that have been exposed in her Instagram accounts invite the millennial generations to both respond to and bully these contents. The incidents that Awkarin has experienced with regards to this situation might be consulted in Figure 2 below. Figure 2. Deretan Kejadian Yang Dialami Oleh Awkarin Sumber : Instagram @Awkarin

4.2.4 Specialization From the aspect of personality, the Instagram account of Awkarin has focused on a certain domain and has mastered the whole contents in the domain. Such initiative certainly delivers peculiar strength of an individual among the people who view and assess the individual. In other words, being generalist without any peculiar skill, expertise or talent will not make an individual special. Specific to the context of the study, every post of Awkarin is identical with a fashionable individual who always depicts the peculiar and interesting fashion style. In turn, the attention of the millennial generations is taken away and they would like to change their fashion style in the daily life.

4.2.4 Specialization From the aspect of personality, the Instagram account of Awkarin has focused on a certain domain and has mastered the whole contents in the domain. Such initiative certainly delivers peculiar strength of an individual among the people who view and assess the individual. In other words, being generalist without any peculiar skill, expertise or talent will not make an individual special. Specific to the context of the study, every post of Awkarin is identical with a fashionable individual who always depicts the peculiar and interesting fashion style. In turn, the attention of the millennial generations is taken away and they would like to change their fashion style in the daily life.

eT emtee! LOE ee: In terms of authority establishment, many parties have admitted that the personal branding of Awkarin has been related to the peculiar and contemporary fashion. The statement is confirmed when Awkarin was invited to be a speaker in numerous seminars. In most of these seminars, many parties referred to Awkarin as an experienced person with high credibility in the domain of fashion. Awkarin was once invited by @uifashionweek, which is the social media account of the University of Indonesia (UI) Mode Club. The mission of the University of Indonesia Mode Club is to educate public about fashion. Returning to the invitation, Awkarin was invited to share her experiences in the domain of fashion, as having been detailed in the Figure 4 as follows.

eT emtee! LOE ee: In terms of authority establishment, many parties have admitted that the personal branding of Awkarin has been related to the peculiar and contemporary fashion. The statement is confirmed when Awkarin was invited to be a speaker in numerous seminars. In most of these seminars, many parties referred to Awkarin as an experienced person with high credibility in the domain of fashion. Awkarin was once invited by @uifashionweek, which is the social media account of the University of Indonesia (UI) Mode Club. The mission of the University of Indonesia Mode Club is to educate public about fashion. Returning to the invitation, Awkarin was invited to share her experiences in the domain of fashion, as having been detailed in the Figure 4 as follows.

ns Misha - TERRE a Ree a In packaging the personal branding, visibility is created by delivering the same message repetitively and consistently until the message has been internalized in the mind of the audience. In this regard, Awkarin has frequently uploaded the Outfit of the Day that she has put on. Then, the repetition of the message that has been delivered through her posts has triggered the public opinion that leads to the interaction inside her social media. Then, the fashion that Awkarin has put on might be consulted in Figure 5 below. Sumber : https://www. instagram.com/awkarin/

ns Misha - TERRE a Ree a In packaging the personal branding, visibility is created by delivering the same message repetitively and consistently until the message has been internalized in the mind of the audience. In this regard, Awkarin has frequently uploaded the Outfit of the Day that she has put on. Then, the repetition of the message that has been delivered through her posts has triggered the public opinion that leads to the interaction inside her social media. Then, the fashion that Awkarin has put on might be consulted in Figure 5 below. Sumber : https://www. instagram.com/awkarin/

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FAQs

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What impact does social media have on personal branding among millennials?add

The study reveals that social media, especially Instagram, significantly enhances personal branding for millennials, allowing figures like Awkarin to cultivate distinct identities and engage with large audiences. For instance, Awkarin amassed 5.2 million followers through her distinctive fashion posts and personal storytelling.

How does celebrity culture on Instagram influence follower behavior?add

The research finds that millennials often adopt behaviors and fashion styles from celebgrams like Awkarin, primarily as a form of social learning. This influence is evident as followers have shown a desire to purchase products endorsed by Awkarin, even if they do not mimic her personal style.

What are the key elements of effective personal branding identified in the study?add

The research identifies principles such as authenticity, consistency, and visibility as crucial for effective personal branding. For example, Awkarin's consistent portrayal of her life and fashion has helped establish her authority and keep her audience engaged.

What methodology was employed to assess the influence of Awkarin's branding?add

The study utilized a descriptive qualitative approach, which included content observation on social media, interviews, and documentation analysis to investigate Awkarin’s branding impact. This approach enabled a nuanced understanding of millennial perception and behavior change due to her social media presence.

How does Awkarin's personal branding evolve over time?add

The findings indicate that Awkarin's personal branding has shifted from a 'bad girl' image to a fashionable and compassionate persona through careful content curation. This transition is highlighted by her increased endorsements and public speaking engagements in the fashion domain.

Last updatedOctober 11, 2025