Sustainable Fashion Values as a Personal Branding Strategy on @Sashfir’s Tiktok Account
Keywords:
personal branding, sustainable fashion, tiktok, digital identityAbstract
This study examines the rising demand for sustainability in the fashion industry and how social media platforms, particularly TikTok, provide a space for content creators to embed sustainable values into their personal branding. The research addresses a gap in academic discourse regarding the strategic application of sustainability principles in shaping digital identity. The central question explored is: how does the TikTok account @sashfir integrate sustainable fashion values into its personal branding strategies? Using a qualitative instrumental case study approach, this research applies Montoya and Vandehey’s personal branding theory. Data were collected through content observation on TikTok, focusing on visual identity, product selection, and consistency in presenting sustainability practices. The findings reveal that @sashfir consistently constructs a self-image centered on sustainable fashion, demonstrated through eco-conscious product choices and authentic communication. The branding strategy prioritizes visual coherence and message consistency but lacks strong emotional engagement, limiting its influence depth. The originality of this study lies in its focus on integrating sustainability into personal branding on creative platforms like TikTok, a topic still underexplored in academic literature. This research implies that sustainability can be strategically implemented to build authentic and meaningful personal branding, particularly for creators aiming to align with environmental consciousness. However, as this study focuses on a single case, further research involving multiple creators and audience analysis is recommended to enrich the findings.
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