ASPEK COMPETENCY CIRCLE-P SELEBGRAM DALAM MENGKONTRUKSI PERSONAL BRANDING UNTUK MENINGKATKAN KETERLIBATAN DARING AUDIENCE PADA ENDORSEMENT
DOI:
https://doi.org/10.33633/andharupa.v10i02.6426Keywords:
konten endorsement, keterlibatan daring audience, personal branding, selebgramAbstract
Abstrak Instagram sebagai media sosial yang memiliki ekosistem tersendiri mampu menjadi medium bagi para selebgram untuk mengkontruksi dirinya sekaligus memonetisasinya melalui kesepakatan dukungan komersial. Penelitian ini mengulas konsep personal branding yang dikontruksi selebgram, konten endorsement produk fesyen, dan keterlibatan daring audience untuk mengidentifikasi hubungan antara personal branding selebgram dan konten endorsement selebriti instagram dalam menciptakan dan meningkatkan keterlibatan daring audience. Penelitian ini bertujuan untuk mengkaji personal branding selebgram melalui konten endorsement di Instagram yang mempengaruhi keterlibatan daring audience dengan menggunakan pendekatan kualitatif yang didasarkan pada observasi, dokumentasi, dan wawancara kepada audience. Metode penelitian yang dilakukan adalah studi kasus dan reception studies dengan pendekatan deskriptif komparatif dengan melakukan observasi, dokumentasi imej, dan wawancara. Hasil penelitian yaitu; selebgram mengkontruksi diri dengan cara membangun personal branding Circle-P aspek competency pada profil diri secara keseluruhan, yaitu meliputi: beda autentik (internal dan eksternal), menjadi diri sendiri (ketekukan melatih diri, kegigihan menemukan keberuntungan), asosiasi reputasi, personality (VAK, pikiran, tindakan, kontrol), dan penampilan diri (Outfit dan gesture). Kata Kunci: konten endorsement, keterlibatan daring audience, personal branding, selebgram Abstract Instagram as a social media that has its own ecosystem can be a medium for celebrities to construct themselves as well as monetize it through commercial support deals. This study reviews the concept of personal branding constructed by celebgrams, fashion product endorsement content, and Online audience engagement to identify the relationship between personal branding celebgrams and Instagram celebrity endorsement content in creating and increasing Online audience engagement. This study aims to examine the personal branding of celebgrams through endorsement content on Instagram that affects the Online engagement of the audience using a qualitative approach based on observation, documentation, and interviews to the audience. The research methods carried out are case studies and reception studies with a comparative descriptive approach by making observations, image documentation, and interviews. The findings obtained are; Celebgrams construct themselves by building personal branding Circle-P aspects of competency on the overall self-profile, which include: authentic differences (internal and external), being yourself (bending self, persistence in finding luck), reputation associations, personality (VAK, thoughts, actions, controls), and self-appearance (outfits and gestures). Keywords: celebgram, endorsement content, online audience engagement, personal brandingReferences
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