Author Information
Nirwandani Aditya Martha Irnanda, Gadjah Mada University, IndonesiaRahayu , Gadjah Mada University, Indonesia
Abstract
Social media introduces a new approach for brands to interact with their audiences. This digital transformation creates both challenges and opportunities in implementing marketing communication, especially in building more personal relationships with the audience. This study aims to explore marketing communication through social media with a semiotic analysis approach to understand the construction of meaning in digital content. Using a qualitative method through the perspective of Roland Barthes' semiotic analysis, this research explores the meaning within social media content. Ruangguru, as the largest education technology platform in Indonesia, was chosen for its success in integrating personal branding of participant in the viral Clash of Champion (COC) program into its marketing communication through Instagram. This study uses Montoya and Vandehey's eight laws of personal branding to analyze how Ruangguru builds the personal brand of COC participant. The research findings reveal that the personal brand of COC participant is not only represented through the academic side but also highlights the authentic personal traits. This indicates that the representation is built to create a natural image with the goal of establishing a stronger emotional connection with the audience.
Paper Information
Conference: ACAH2025Stream: Media
This paper is part of the ACAH2025 Conference Proceedings (View)
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To cite this article:
Irnanda N., & R. (2025) Social Media Marketing Communication: A Semiotic Analysis of the Personal Brand of COC Participant on Instagram ISSN: 2186-229X – The Asian Conference on Arts & Humanities 2025 Official Conference Proceedings (pp. 409-423) https://doi.org/10.22492/issn.2186-229X.2025.33
To link to this article: https://doi.org/10.22492/issn.2186-229X.2025.33
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