Figure 1 - from Personal Branding and Behavioural Changes (original) (raw)

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.

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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...