ANALYSIS OF BRAND PERSONALITY FORMATION THROUGH SOCIAL MEDIA (CASE STUDY: IKA NATASSA)

Abstract

This study provides an analysis of personal branding formation through social media with Ika Natassa’s Twitter account (@Ikanatassa) as the case study. The study aimed to describe the personal branding building process through microblog (in this case Twitter) and describe how personal branding establishment through Twitter formed brand awareness. Furthermore, this thesis aims to complement the current scarcity of studies regarding personal branding through social media in Indonesia. The study was conducted to find out how the brand communication strategy was undertaken by Ika Natassathrough the use of microblogging twitter to develop personal branding and brand awareness. Therefore, this study used qualitative descriptive approach, which describes the application of brand communication strategy by Ika Natassa through twitter. Qualitative research approach is chosen by using a case study in brand communication strategy undertaken by Ika Natassa because it fits the purpose of research: to know the brand communication strategy formation process in the framework of the creation of personal branding and maintaining brand awareness. Indications of problems in this study, related to the product or the inherent value in Ika Natassa as the owner of the Twitter account that has an influence in the Indonesian literature. Ika Natassa’s Twitter account’s degree of owner influence can be seen from the popularity or the number of followers. The result of research shows that Ika Natassa had a quite high personal branding degree. From the context of forming a good personal branding by being honest and maintain her integrity, She succeed to position herself as one of the most reputable Indonesian writer. Her good personal branding strongly affects her books.