ECONOMIC STORYTELLING TO CREATE PERSONAL BRAND IDENTITY THROUGH TIKTOK
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Abstract
The aim of this qualitative research is to study (1) economic storytelling to create personal branding identity through cases of tiktok@wealthmeup, @reporterjourney, @yokanakorn, and @tnnonline and (2) the uses, gratification and decisions to follow TikTokers. The study applied clip analysis, in-depth interview and focus groups and was carried between August 2022 and March 2023.
All 4 TikTokers employed similar personal brand identity techniques through visual identities and verbal identities. CI brand or corporate identity principles acted as a framework for personal brand identity. The common elements compared among the four channels were logo, font, color, graphics, icons, such as company symbol, channel symbol, mood and tone and communication style. Above all, each applied individual identities that diffentiated one from the rest such as creation a sense of expertise, special appearance, or using popular music on TikTok to inspire the story.
Three main factors that determined viewer satisfaction and the decision watch the whole clips and later follow the TikToker were 1) story is up-to-date 2) short form content with a clear summary and 3) realtime stories.
The implications of this research are future research can focus on the main factors important for TikTok viewer satisfaction and the decision to become followers as well as on the personal brand identity building techniques.
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