Motives in accessing Tiktok content for personal branding development: A case study of public relations students
Keywords:
Motives, Personal branding, Public relations students, Uses and gratificationsAbstract
This study explores the motives of Public Relations students at Universitas Muhammadiyah Yogyakarta, class of 2021, in accessing TikTok content from @Vmuliana to develop their personal branding. Grounded in the Uses and Gratifications theory, this research employs a qualitative descriptive approach, with data collected through in-depth interviews with five purposively selected students. The analysis identifies four key motives: diversion, personal identity, personal relationship, and surveillance. Diversion reflects the platform’s shift from entertainment to learning; personal identity signifies efforts to construct a professional self-image; personal relationship involves building social confidence and connections; while surveillance highlights the search for practical career insights. The main emerging theme reveals that students gain more practical and applicable learning experiences from Vina Muliana’s content compared to theory- dominated classroom instruction. This finding underscores the educational value of social media as a complementary learning tool in higher education. The study concludes that educational TikTok content effectively fosters personal branding awareness, encourages self- development, and bridges academic theory with real- world practice among communication students in the digital era.
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