Constructing sociological student identity through personal branding on TikTok: A study of sociology students at Sriwijaya University

Lisya Septiani Putri (), Kurnia Asni Sari (), Nabila Tahira () and Deska Fitriyani ()
Additional contact information
Lisya Septiani Putri: Department of Sociology, Faculty of Social and Political Sciences, Sriwijaya University
Kurnia Asni Sari: Department of Sociology, Faculty of Social and Political Sciences, Sriwijaya University
Nabila Tahira: Department of Sociology, Faculty of Social and Political Sciences, Sriwijaya University
Deska Fitriyani: Department of Sociology, Faculty of Social and Political Sciences, Sriwijaya University

Priviet Social Sciences Journal, 2026, vol. 6, issue 4, 271-283

Abstract: The rapid development of social media has created new spaces for individuals to construct and present their identities in digital environments. This study aims to examine how sociology students construct their academic identity through personal branding practices on TikTok, with particular attention to how they translate sociological knowledge, manage self-presentation, and negotiate platform dynamics. A qualitative phenomenological approach was employed, involving in-depth interviews and observations of TikTok accounts belonging to sociology students at Universitas Sriwijaya, who actively produce content related to social issues. The findings reveal that TikTok functions as a digital stage where students strategically construct their academic identities by transforming sociological perspectives into accessible and engaging content. This process involves three interconnected dimensions: the translation of academic knowledge into digital formats, the use of impression-management strategies through language, visuals, and communication styles, and the negotiation between maintaining academic authenticity and adapting to algorithmic visibility. Audience interactions, such as likes, comments, and follower growth, play a significant role in legitimizing the identity performed by students, while algorithmic structures shape how knowledge is presented and distributed. This study concludes that personal branding on TikTok is not merely a form of self-expression but a reflexive and strategic process of identity construction within algorithm-driven public spaces. By highlighting the role of students as emerging intellectual actors, this study contributes to the development of digital sociology, particularly in understanding how academic identity and knowledge dissemination are transformed in contemporary digital culture.

Keywords: digital identity; personal branding; social media; sociology students; TikTok (search for similar items in EconPapers)
Date: 2026
References: Add references at CitEc
Citations:

Downloads: (external link)
https://journal.privietlab.org/download.php?id=13470 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:prv:pssjpv:1716

Ordering information: This journal article can be ordered from
https://journal.priv ... SJ/article/view/1716

DOI: 10.55942/pssj.v6i4.1716

Access Statistics for this article

More articles in Priviet Social Sciences Journal from Privietlab Research Center
Bibliographic data for series maintained by Mochammad Fahlevi ().