Figure 3 - from Personal Branding and Behavioural Changes (original) (raw)

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.

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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...