THE ROLE OF PERSONAL BRANDING CONTENT CREATORS IN INCREASING CREATIVITY AS A BROADCASTING STRATEGY AT TVRI PALEMBANG CITY

Pri  Nurhalisa; Trisninawati Trisninawati

Authors

Pri Nurhalisa Faculty of Social Humanities, Universitas Bina Darma, Indonesia
Trisninawati Trisninawati Faculty of Social Humanities, Universitas Bina Darma, Indonesia

Keywords:

Personal Branding, Content Creators, Creativity, Broadcasting Strategy

Abstract

Personal branding has become an important element in the digital era, especially in the context of the media and broadcasting industry. This approach has the potential to not only influence an individual's image, but also be capable of influencing the entire broadcasting platform. In this study, the aim is to analyze how the personal branding of content creators has an impact on increasing creativity in TVRI Palembang City's broadcasting strategy. The research method used is a qualitative approach with data collection techniques through in-depth interviews with TVRI content creators, production staff, and management. In addition, content analysis of the works produced is also carried out to see how personal branding is reflected in broadcast creativity. The results of the study show that personal branding has a significant role in increasing the creativity of content creators, which in turn influences TVRI Palembang City's broadcasting strategy. Content creators who can build a strong personal brand could attract a wider audience, increase engagement, and create a bigger impact. Personal branding also plays a role in shaping the unique identity of the TVRI station, providing a fresh and different outlook on the world of broadcasting. In conclusion, this research confirms the importance of personal branding in the context of broadcasting and creativity. Content creators who can make good use of personal branding have a greater chance of success in broadcast strategy.

Downloads

Download data is not yet available.

References

R. P. Putra, I. Rachmawati, and Y. W. Cholifah, “Digital Information Media of the Salman ITB Halal Center in improving Marketing Performance of Halal Lecture Program,” Mediat. J. Komun., vol. 14, no. 1, pp. 42–53, 2021, doi: 10.29313/mediator.v14i1.6992.

V. Tarnovskaya, “Reinventing Personal Branding Building a Personal Brand through Content on YouTube,” J. Int. Bus. Res. Mark., vol. 3, no. 1, pp. 29–35, 2017, doi: 10.18775/jibrm.1849-8558.2015.31.3005.

F. Fadli, “Pengaruh pengetahuan dan iklan terhadap minat menabung di bank syariah (studi mahasiswa fakultas ekonomi dan bisnis islam iain padangsidimpuan angkatan 2014),” Imara J. Ris. Ekon. Islam, vol. 1, no. 1, pp. 1–16, 2018, doi: 10.31958/imara.v1i1.986.

M. Khedher, “Personal branding phenomenon,” Int. J. Information, Bus. Manag., vol. 6, no. 2, pp. 29–41, 2014.

M. Nekmahmud and M. Fekete-Farkas, “Why not green marketing? Determinates of consumers’ intention to green purchase decision in a new developing nation,” Sustain., vol. 12, no. 19, pp. 1–31, 2020, doi: 10.3390/su12197880.

L. Molyneux, A. Holton, and S. C. Lewis, “How journalists engage in branding on Twitter: individual, organizational, and institutional levels,” Inf. Commun. Soc., vol. 21, no. 10, pp. 1386–1401, 2018, doi: 10.1080/1369118X.2017.1314532.

D. Burak and M. Gültekin, “Verbal-Visual Learning Styles Scale: Developing a Scale for Primary School Students,” Int. J. Soc. Educ. Sci., vol. 3, no. 2, pp. 287–303, 2021, doi: 10.46328/ijonses.171.

B. A. Manko, “How digital marketing can use a smart phone app to improve any business’s bottom line,” J. Inf. Technol. Teach. Cases, vol. 12, no. 2, pp. 244–249, 2022, doi: 10.1177/20438869221075638.

S. Foldøy, T. Furunes, Å. H. B. Dagsland, and A. Haver, “Responsibility beyond the board room? A systematic review of responsible leadership: Operationalizations, antecedents and outcomes,” Sustain., vol. 13, no. 18, 2021, doi: 10.3390/su131810298.

D. Nunan, O. Sibai, B. Schivinski, and G. Christodoulides, “Reflections on ‘social media: Influencing customer satisfaction in B2B sales’ and a research agenda,” Ind. Mark. Manag., vol. 75, no. 3, pp. 31–36, 2018, doi: 10.1016/j.indmarman.2018.03.009.

S. Vojtovic, V. Navickas, and V. Gruzauskas, “Sustainable business development process: the case of the food and beverage industry,” Zesz. Nauk. Politech. Poznańskiej. Organ. i Zarządzanie, no. 68, pp. 225–240, 2016.

A. Szarecki, “Affective politics and online culture: Reserved’s digital marketing campaign in post-hegemonic perspective,” Int. J. Cult. Stud., vol. 24, no. 6, pp. 881–898, 2021, doi: 10.1177/13678779211017551.

S. L. McShane and M. A. Y. Von Glinow, Organizational behavior: Emerging knowledge. Global reality, 8th ed. 2018.

Fatmawati A. Rahman, R. Sahabuddin, and A. Karim, “The Effectiveness for Regional Budget of Revenue and Expenditure as a Control Tools in Enrekang Regency Governments,” Saudi J. Econ. Financ., vol. 5, no. 4, pp. 173–179, 2021, doi: 10.36348/sjef.2021.v05i04.006.

O. B. Sihite, C. B. Andika, and A. B. Prasetya, “A Literature Review: Does Transformational Leadership impact and Effective in the Public Bureaucratic,” Int. J. Soc. Policy Law, vol. 1, no. 1, pp. 44–50, 2020, [Online]. Available: https://ijospl.org/index.php/ijospl/article/view/16

Y. Mao, B. Clerckx, J. Zhang, V. O. K. Li, and M. A. Arafah, “Max-Min Fairness of K-User Cooperative Rate-Splitting in MISO Broadcast Channel with User Relaying,” IEEE Trans. Wirel. Commun., vol. 19, no. 10, pp. 6362–6376, 2020, doi: 10.1109/TWC.2020.3002891.

M. M. Goldman and D. P. Hedlund, “Rebooting content: Broadcasting sport and esports to homes during COVID-19,” Int. J. Sport Commun., vol. 13, no. 3, pp. 370–380, 2020, doi: 10.1123/ijsc.2020-0227.

M. Noor-A-Rahim, G. G. M. N. Ali, Y. L. Guan, B. Ayalew, P. H. J. Chong, and D. Pesch, “Broadcast Performance Analysis and Improvements of the LTE-V2V Autonomous Mode at Road Intersection,” IEEE Trans. Veh. Technol., vol. 68, no. 10, pp. 9359–9369, 2019, doi: 10.1109/TVT.2019.2936799.

A. Yu, M. Kadoch, H. Yang, and M. Cheriet, “Data Driven Network Slicing from Core to RAN for 5G Broadcasting Services,” IEEE Veh. Technol. Conf., vol. 2020-November, pp. 1–10, 2020, doi: 10.1109/VTC2020-Fall49728.2020.9348463.

R. C. Bogdan and S. K. Biklen, Qualitative research for education: An introduction to theories and methods. Boston: Pearson, 2007.

M. A. AM, S. Helmi, G. K. Kassymova, H. Retnawati, S. Hadi, and E. Istiyono, “Effect of job satisfaction on service quality mediated by lecturer performance at state universities,” in Materials of International Practical Internet Conference “Challenges of Science,” 2022, no. V, pp. 62–71. doi: 10.31643/2022.08.

D. Ozdemir and M. Isiksal Bostan, “A design based study: Characteristics of differentiated tasks for mathematically gifted students,” Eur. J. Sci. Math. Educ., vol. 9, no. 3, pp. 125–144, 2021, doi: 10.30935/scimath/10995.