Content Analysis of Personal Brand Communication through the TikTok Application: A Case Study of VValentines, Owner of the Valichain Brand

Abstract

        The aim of this research is to analyze the content of personal brand communication through the TikTok application by examining the case of VValentines, the owner of the Valichain brand, using a qualitative research approach. The data source for this study is VValentines's TikTok app video clips, collected over a period of ten months, from January 2023 to October 2023, totaling 110 clips. This comprehensive analysis aims to understand the multidimensional aspects of personal brand communication.

        The findings reveal that Valentin effectively utilizes all four dimensions of personal brand communication, including: Communication Patterns: Valentin employs various communication patterns to establish relationships, provide information, and create brand recognition. This includes elements of reputation and familiarity. Brand Personality: VValentines's Brand Personality is characterized by sincerity, sophistication, and competence, reflecting authenticity, sophistication, and success. Strengths of Personal Brand Communication: VValentines strategically communicates her strengths, such as knowledge, experience, position, and responsiveness. The analysis highlights the prominence of VValentines's position as an influencer in the content. Brand Product Linkage: VValentines, as the owner of the Valichain brand, consistently integrates the brand into almost all of his TikTok content, especially in the context of fashion and beauty-related content. This strong association enhances brand cohesion and alignment.

        In conclusion, this research underscores VValentines 's successful use of TikTok as a platform for personal brand communication, where he effectively communicates her brand identity and integrates his brand into his content, particularly within the fashion and beauty niche.