Abstract:
In today's digital era, social media platforms like Instagram play a pivotal role in self-expression. This research delves into the
dynamic interplay among self-esteem, media literacy, and personal branding strategies on Instagram within Generation Z,
with self-perception as a crucial intervening variable. The study aims to comprehend the nuanced relationships and their
implications for the digital identities crafted by individuals in this demographic. Employing a quantitative research approach
with a sample size of 206, the study utilizes Path Analysis to scrutinize the intricate relationships among self-esteem, media
literacy, personal branding strategies, and self-perception. The study population consists of individuals from Generation Z
actively using Instagram and engaging in personal branding practices. This includes those within the Generation Z age range
who are active on Instagram. The primary data collection method involves online surveys through structured questionnaires
distributed to a diverse sample of Generation Z Instagram users. Preliminary findings unveil significant correlations between
self-esteem, media literacy levels, and the adoption of distinct personal branding strategies on Instagram within Generation
Z. The research also highlights self-perception as a critical intervening factor influencing the nature and efficacy of personal
branding efforts on this social media platform. The study enriches understanding of the factors shaping personal branding on
Instagram for Generation Z. By acknowledging the roles of self-esteem, media literacy, and self-perception, it provides
valuable insights for educators, marketers, and social media users navigating the complexities of online self-representation.
