International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Personal Branding and the Construction of a Positive Public Image through YouTube: A Content Analysis and Netnographic Study of Audience Comments on the Kang Dedi Mulyadi Channel

Author(s) Mr. Syatir, Ms. Anisa Qiana Nazalia, Tn. Faqih
Country Indonesia
Abstract The rapid expansion of social media platforms has transformed how public figures construct personal branding and shape public image through direct interaction with audiences. YouTube, in particular, enables not only the dissemination of audiovisual content but also the formation of interactive digital communities through comment features. This study examines how personal branding contributes to the construction of a positive public image through YouTube by analyzing audience comments on the Kang Dedi Mulyadi Channel. Employing a qualitative research design, the study integrates content analysis and netnography to explore sentiment orientation, dominant themes, and community dynamics within the comment section. A total of 350 audience comments were purposively selected from a highly engaged video and analyzed inductively. The findings reveal an overwhelming dominance of positive sentiment (98%), expressed through themes of support, loyalty, appreciation of concrete social actions, hope, and moral endorsement. Negative comments appear only marginally and are largely framed as constructive criticism, indicating a participatory form of evaluation rather than oppositional discourse. The results demonstrate that audience comments function as a mechanism of collective endorsement and legitimacy, reinforcing the public image projected through personal branding practices. This study concludes that personal branding on YouTube operates as a relational and community-driven process, in which audiences actively participate in the co-construction, validation, and sustainability of a positive public image in the digital era.
Keywords Content Analysis, Digital Community, Netnography, Personal Branding, Youtube
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Published In Volume 8, Issue 2, March-April 2026
Published On 2026-03-14
DOI https://doi.org/10.36948/ijfmr.2026.v08i02.68096
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E-ISSN 2582-2160
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