An Analysis of Personal Branding Strategies on Online Platforms: A Case Study of the YouTube Channel “Jdum Official”

Abstract

This research aimed to analyze the personal branding and identity construction strategies of the host on the ‘Jdumofficial’ YouTube channel. The study utilized personal branding and online influencer concepts as its primary analytical frameworks. The research methodology utilized content analysis of 20 video clips from the ‘Jdumofficial’ YouTube channel published between 2020 and 2025. The sample, which each had over 200,000 views, were selected through purposive sampling. The research instrument was a content analysis form developed based on an analytical framework evaluating five core areas: uniqueness, storytelling, content consistency, audience engagement, and collaboration with influencers. The findings revealed that the ‘Jdumofficial’ YouTube channel effectively communicates its personal brand through five key components: content presentation format, communication style, the host, personality and image, personal branding strategies, and audience participation patterns. These elements were integrated under the core concept of ’an LGBTQ+ individual presenting football content creatively,’ This approach enables the audience to clearly recognize the host’s identity, thereby distinguishing the channel from conventional football analysis alternatives. Furthermore, the analysis showed that 17 out of the 20 sampled videos employed humorous storytelling and friendly communication styles to enhance interaction with viewers. In addition, collaborations with influencers or content creators from other channels played a significant role in increasing content diversity, strengthening the program credibility, and expanding the online follower network. These findings indicate that clear and consistent identity