Building an Online Identity: An Analysis of Influencer @Xavieraputri's Branding on TikTok and Instagram
Membangun Identitas Daring: Analisis Branding Influencer @Xavieraputri di TikTok dan Instagram
DOI:
https://doi.org/10.21070/ups.10994Keywords:
Online Identity, Branding Strategy, Influencer, EducatorAbstract
Social media has become a strategic space for building online identity and personal branding, particularly among influencers in the education sector. This study analyzes the personal branding strategy of influencer @xavieraputri on Instagram and TikTok using Peter Montoya’s Personal Branding theory, which includes eight core concepts: specialization, leadership, personality, differentiation, visibility, unity, persistence, and reputation. This research employs a qualitative descriptive approach through non-participatory observation of content published on both platforms. The findings reveal that Xaviera Putri consistently presents herself as an educational influencer with a strong focus on STEM and academic development. Her branding is reinforced through consistent messaging, engaging communication styles, cross-platform coherence, and a positive public reputation. The study concludes that the integration of Montoya’s eight concepts enables Xaviera to build a credible, relevant, and impactful online identity. This research contributes to communication studies by highlighting effective personal branding strategies for educational influencers in digital media.
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